US consumer sentiment ahead of the Nintendo Switch 2 launch

As Nintendo gears up for the June 5, 2025, launch of the Switch 2, YouGov BrandIndex data reveals significant shifts in consumer sentiment for the Nintendo Switch brand in the US, particularly among gamers. These changes are shaped by the broader excitement around the next-generation console, as well as recent complications, including pre-order delays driven by tariff concerns and evolving pricing strategies. This article examines how Buzz and Consideration metrics evolved in the lead-up to launch and what that might signal for Nintendo’s prospects.

Buzz: Peaks and Valleys

Buzz scores for the Nintendo Switch brand among US gamers rose steadily from 15.3 on February 12 to a high of 19.6 by February 21, reflecting the wave of enthusiasm that the Switch 2 has generated for most of this year. The general US adult population followed a similar pattern, rising from 10.7 to 11.6 in the same window.

Momentum briefly stabilized until early April. On April 2, Nintendo held a highly anticipated Direct event, officially unveiling the Switch 2’s pricing at $449.99—along with a $499.99 Mario Kart World bundle. While this helped lift Buzz scores slightly (reaching 11.5 among all adults and 19.9 among gamers on April 2), it was short-lived. Just two days later, on April 4, Nintendo announced a decision to postpone the US pre-order launch originally scheduled for April 9, citing the need to assess newly announced tariffs. This decision coincided with a noticeable drop in Buzz.

By April 24—the new pre-order date—Buzz had declined to 7.7 among all US adults and 6.2 among gamers. Sentiment reached its lowest point on April 30, with scores at 6.7 and 4.4 respectively. Notably, this marked the lowest Buzz score among gamers in over three years, underlining the intensity of the decline. A partial rebound occurred in early May, with both segments returning to 8.1 by May 10, perhaps an indication that consumers are coming to terms with the price increases.

Consideration holds relatively steady

Consideration scores—which reflect the proportion of consumers who would consider purchasing a brand—showed a steady rise in early 2025. Among gamers, scores increased from 16.4 on February 12 to a peak of 22.7 by March 12. Among the general US adult population, scores climbed from 9.0 to 11.4 over the same period, suggesting a broadening base of interest in the lead-up to the Switch 2’s announcement.

Following the April 4 decision to postpone pre-orders and the emergence of tariff concerns, Consideration scores experienced a gradual decline. By April 24, the day pre-orders finally opened, scores had dropped to 8.4 among all adults and 14.8 among gamers. However, the metric showed resilience, with a modest recovery visible in early May. By May 11, Consideration had climbed back to 9.4 among adults and 17.2 among gamers, indicating that interest in the Switch 2 remained solid despite the disruption.

Taking a longer-term view, Consideration has remained resilient over the past three years – the peak of 22.7 among gamers on March 12 is the highest score the brand has registered in over two years.

Outlook

Despite tariff pressures and the disruption in Nintendo’s pre-order rollout, the company remains bullish, projecting global sales of 15 million Switch 2 units by the end of March 2026. This confidence aligns with the observed Consideration trends, which are rebounding after a brief decline. As pre-launch marketing and retail activity intensify, these indicators point to a solid foundation of consumer intent heading into the official release.