Tracking Nintendo Switch’s brand momentum in the UK ahead of Switch 2

As anticipation builds around the upcoming launch of the Switch 2, new data from YouGov BrandIndex reveals evolving trends in how UK gamers are engaging with the Nintendo Switch brand. Both Buzz and Consideration scores have shown clear shifts, aligning with major brand milestones such as the Switch 2 reveal and the opening of pre-orders. This piece explores how consumer sentiment and purchase intent have moved in the lead-up to the console’s expected arrival.

Buzz: New highs and new lows

Nintendo Switch’s Buzz score — a net metric capturing whether consumers are hearing positive versus negative things about a brand — has hit both its highest and lowest points among gamers in a two year period during the lead-up to the Switch 2 launch. Among UK gamers, the highest Buzz score came in early April 2025, peaking at 21.7 shortly after Nintendo aired its Direct showcase and opened pre-orders for the Switch 2 in the UK market.

Just five weeks later, however, the score has plummeted to 7.4, which could be a reaction to prices. It’s worth noting that Nintendo’s decision to delay pre-orders in the US citing uncertainty over tariffs may also have played a role in UK gamers hearing negative things about the brand. Even so, Buzz has remained in the positive territory and, if US trends are anything to go by, scores might start inching back up soon.

Consideration: Steady gains as purchase intent builds

Unlike Buzz, which can fluctuate with news cycles, Consideration reflects a more stable measure of purchase intent. In this regard, Nintendo has made consistent progress among UK gamers. From a baseline of around 19.3 in May 2023, Consideration scores climbed to a peak of 26.2 by early March 2025.

This peak came only days before the Nintendo Direct event focused on the Switch 2, and the subsequent rise in pre-order availability in the UK — suggesting that Nintendo’s marketing efforts not only captured attention but translated into meaningful buying interest. Consideration scores have since dipped to 17.4 as of May 15. This could be the result of gamers having already placed pre-orders and thus becoming less likely to say that they would consider purchasing from the brand when they are next in the market.