Nintendo is in a delicate position: while the Nintendo Switch 2 is selling well, the company’s shares have been falling for months, and investors are increasingly pushing the company to raise the hybrid console’s price in order to protect profit margins.

Nintendo is currently in a very delicate position. The video game industry has seen several price increases across games, consoles, and subscriptions in recent times: the PlayStation 5’s entry price has risen to €599.99, Xbox has increased the price of the Xbox Series X and its own titles, and even the original Nintendo Switch is now selling for more in the United States. It is becoming increasingly rare for a product or service to become cheaper, while subscription models have also seen decisions that are less favorable to users. By contrast, the Nintendo Switch 2 has maintained its launch price since June 5, 2025, and has so far resisted following the industry’s price-hike trend.

The company’s investors, however, do not entirely agree with this approach, and more of them now believe that the hybrid console should also become more expensive. According to Bloomberg sources, Nintendo has entered a paradoxical phase. On one hand, the Nintendo Switch 2 is selling well, games such as Mario Kart: World and Pokémon Pokopia have become hits, and Super Mario Galaxy: The Movie has grossed $898 million at the box office. On the other hand, the company’s stock value on the Tokyo Stock Exchange is going through its worst period in a decade. As a result, much of the discussion among shareholders is now focused on the price of the Nintendo Switch 2, and on how a price increase could help protect profit margins.

Nintendo’s Value Is Falling

Nintendo’s stock value has declined continuously over the past five months, marking its longest sustained drop since 2016. Compared with August, the Japanese company’s shares have lost roughly half of their market value. The problem, as seen with other companies in the sector, partly began with rising RAM prices, which can put pressure on hardware manufacturing costs.

Therefore, despite Nintendo’s recent success with video games and the strong box office performance of the Super Mario movie, investors fear that the current price of the Nintendo Switch 2 is not profitable enough. Not all shareholders believe that raising the console’s price is the solution, as some are concerned about the impact such news would have on demand for the Nintendo Switch 2. At the same time, they also point out that this drop in demand might only be temporary, while the current situation involving the falling stock value could last longer.

According to Bloomberg, Nintendo faces a serious dilemma. One option is to maintain current prices and hope that any loss-leading console strategy will be offset by future software and service successes. The other path is to listen to shareholders and raise the price of the Switch 2, while risking that some players may decide not to buy it. The situation may become clearer this Friday, when Nintendo releases its earnings report, since announcements and statements about product price increases often come around such financial updates.

Source: 3DJuegos