1) Ring Fit Adventure (RFA) is very much the spiritual successor to Wii Fit. The difference being it positions itself as a game first, essentially gamifying different fitness routines, which is something Wii Fit barely scratched the surface of. It is fun to play (and tiring).
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2) It's an attempt from Nintendo to grow the Switch installed base in a way that Wii Fit, Wii Sports and other similar titles did for Wii. Similar to how Nintendo released Labo on Switch to appeal to a younger audience by positioning it as an educational STEM toy/game.
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3) The game is easy to pick up, appeals to both current Switch players (Including friends and family) as well as new Switch buyers who find RFA appealing alongside other unique experiences that can be played on the original Switch both at home and on the go. It sells itself.
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4) RFA has performed well as evidenced in the first tweet. But it's not a Wii Fit / Fit Plus level success just yet, which sold over 43.8 million units combined LTD. Even with the ring con / leg strap combo being fairly easy to understand like the balance board was originally.
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5) One of the reasons why RFA is not as big as Wii Fit, despite Switch having a 2x larger installed base at this time vs Wii Fit launch, is that everyone now has an app on their smartphone/Apple Watch to count calories, track steps, recommend workout routines etc... It's easier.
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6) That being said, it's selling well for an $80 product that requires a $300 console purchase. Word of mouth for the game has been strong and engagement metrics are positive. The title is on track to become a 5m+ seller this year if it can increase supply to meet demand.
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7) I think Nintendo can turn it into a 10m+ or even 20m+ seller with the right strategy, and also increase the lifetime value of the game by: - Marketing Switch as multi purpose device - Adding regular content updates - Creating a mobile companion app - A low cost subscription
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8) Switch + RFA does cost less than an annual gym subscription, but a better way to pitch Switch is as a multi purpose gaming + fitness device that is cheaper than other in home solutions to increase the appeal in the product. Give people a reason to consider Switch for fitness.
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9) Whilst the story content is fairly meaty. There is an opportunity for DLC to be released on a consistent basis, both for story content, mini games and fitness routines. This paired with daily/weekly events and rewards will keep people engaged longer. I'd expect DLC soon tbh.
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10) A smartphone app that works alongside RFA to track in game stats, provide daily challenges, leaderboards and additional health and fitness options outside the game would drive online + offline engagement. Adding social sharing options from the app would increase reach.
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11) A low cost, high value subscription that works across the console game / mobile app that offers additional content, trainer videos and other features on an ongoing basis to increase LTV. Would tie in with DLC content mentioned in tweet 9. Create a complete fitness solution.
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12) These are just my quick thoughts on how Nintendo can get back to that Wii Fit level of success with RFA by embracing modern gaming + health/fitness trends to create a well rounded product that is supported over the entire Switch lifecycle. Anyway, enjoy the Super Bowl.
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