Doug Bowser, president of Nintendo America, has addressed concerns about whether the new U.S. tariff policy will impact the price of the upcoming Nintendo Switch 2 console. Speaking to The Verge, Bowser confirmed that tariffs do not influence the console’s pricing. According to him, Nintendo’s pricing is based on what he described as the “product life cycle value.” He claims that the Switch 2 is priced at $49.99 because the company aims to deliver long-term value. This approach, he said, ensures that the device offers sustained utility over time rather than being priced in response to short-term cost factors such as tariffs.
Demo game sparks pricing debate
Bowser also discussed Nintendo’s approach to game pricing, using the new demo game Nintendo Switch 2 Secret Exhibition as an example. Despite being a teaching tool, the game carries a $9.99 price tag due to what Bowser called its “deep repeatable experience.” He noted that pricing depends on content depth rather than function alone. He said:
We are committed to building a device that integrates into the user entertainment ecosystem and has long-term use value, which together determine the final pricing.
Recall that Nintendo VP Bill Trinen said something similar when he defended the premium pricing of the Mario World game.
Multilingual vs Japanese models
Nintendo has also updated its website with new FAQs. It outlines the differences between the Japanese and multilingual versions of the Switch 2. The Japanese edition is priced at 49,980 yen (around $339) and only supports Nintendo accounts tied to Japan. Also, it is limited to Japanese language settings. It also lacks access to key services like GameChat, eShop, and online multiplayer games for users outside Japan.
In contrast, the multilingual model is priced at 69,980 yen (about $505). It offers broader compatibility, supporting 16 languages and accounts from any region. However, Nintendo warns that compatibility with global game cards is not guaranteed on the Japanese version.
Scalping disrupts early pre-orders
Shortly after pre – orders began, major UK retailers like Argos and EE were hit by scalper activity. We reported yesterday that the Switch 2 was selling for more than £600 (more than $766) on resale websites. This is significantly more than the official retail price. Sincere buyers are irritated because some listings have already sold. At the time of writing, there is no official statement from the company regarding the scalping issue.
