"Switch 2" Undergoes "Guerrilla Sales" — Just Over Two Weeks Since Release, Resale Market Sees Changes

"Switch 2" Undergoes "Guerrilla Sales" — Just Over Two Weeks Since Release, Resale Market Sees Changes

2025年06月22日 11:02

1. Introduction: The Unexpected "Resale Fever"

The "Switch 2" received over 2.2 million lottery applications in Japan alonearticle.yahoo.co.jp+2x.com+2x.com+2notebookcheck.net, leading Nintendo to a situation where supply could not meet demand. Although a lottery reservation system was introduced, two weeks after the release, "guerrilla sales" suddenly began in various locations, causing the resale market to start declining.




2. What is "Guerrilla Sales"?

Guerrilla sales are sales conducted without prior notice and irregularly at retail stores with stock, aimed at easing congestion and ensuring fairness. This method has been used in Japan for several years for popular gaming consoles like PlayStation and Switch, providing consumers with a "chance encounter.".




3. Why Guerrilla Sales for Switch 2?

Although Nintendo introduced a lottery system immediately after the release, they received over 2.2 million applications, far exceeding initial expectations. It is presumed that they started sudden sales at official stores to alleviate dissatisfaction among users who lost the lottery and to curb the reseller market, after assessing the supply volume.




4. Changes in the Resale Market

Right after the release, Switch 2 was being traded on online auctions and flea market sites at prices 20,000 to 30,000 yen above the retail price. However, after the start of guerrilla sales, the number of listings increased, and prices dropped to around 10,000 yen above retail or even lower in some cases, reducing profits for vendors who had stocked up for resale purposes.




5. Changes in Sales Channels

  • Online (Nintendo Official Store): Time-limited pop-up sales. Used as a supply route separate from the lottery.

  • Physical Stores: Reports of sudden sales starting at major electronics and game specialty stores in major cities across the country were frequently seen on social media, with many confirming "I was able to buy it!"youtube.com+3article.yahoo.co.jp+3x.com+3.




6. User Reactions: Excitement and Surprise Among Lottery Losers

On social media, posts from fans who kept losing the lottery, saying things like "I lost 40 times but miraculously got it through guerrilla sales," stand out, while there are also many anxious voices saying, "I want to get it even at resale prices." However, some question, "Is it okay to buy resale items?"has sparked ethical debates, and it seems that surveys are being conductedarticle.yahoo.co.jp.




7. Objectives of Retailers and Nintendo

The focus of Nintendo and retailers can be considered as follows:

  1. Deterrence of Reselling: Controlling inventory and ensuring stable supply in the market to suppress premium pricing.

  2. Preservation of Brand Image: Emphasizing a stance of fairness and stable distribution to fans.

  3. Reconstruction of Data and Forecasts: Cross-referencing lottery data and consumer reactions to guerrilla sales to reflect in future production and demand planning.




8. Future Outlook

  • Gradual Increase in Supply Volume: Strengthening of production lines is expected after autumn, and while the lottery system will continue, guerrilla sales and general reservation sales are likely to expand.

  • Impact on the Resale Market: If the price decline continues, resellers may withdraw from the market. Also, the situation where bulk buying led by dealers is effectively suppressed.

  • Ripple Effects on Overseas Markets: It is uncertain whether the guerrilla sales confirmed in Japan will be deployed in other countries, but Japan's prior implementation is attracting attention.



9. Comparison as a Successful Example of Guerrilla Sales

In the past, similar attempts were made with the Nintendo DS and PS5, and there are examples where it was effective as a policy to create a temporarily easier acquisition situation. This time, it was in response to an initial supply miscalculation, but the effectiveness of the sales method was also reaffirmed.



10. Conclusion

The guerrilla sale of the "Switch 2" can be seen as a strategic response by Nintendo to redesign the supply-demand balance and counter the resale market. In the short term, it is being positively received by fans, but the opacity of supply volume and system remains a concern. Going forward, reliable stable supply and communication with users will be key.


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