When Nintendo (and Mario) Rescued Video Games

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Sep 22, 2025

Jeremy Parish, a media curator and co-host of Retronauts, dives into Nintendo's ingenious strategy that revived the U.S. video game market after the 1983 crash. He discusses how Nintendo cleverly disguised its NES as an entertainment system, using R.O.B. to appeal to parents. The conversation highlights the creation of iconic games like Donkey Kong and Super Mario Brothers, exploring their massive impact on gaming culture. Parish also details Nintendo's tactics to gain retailer support, ultimately making gaming a household staple once more.

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ANECDOTE

The Egg And R.O.B. Commercial

Jeremy Parish describes the NES commercial where an egg hatches to reveal R.O.B. as a toy accessory.
He explains R.O.B. mostly sat by the console and reacted to flashing TV patterns.

INSIGHT

Rebranding To Escape The Crash

Nintendo deliberately avoided calling the hardware a "video game" to distance from the crash.
They branded it the Nintendo Entertainment System to position it as broader home entertainment.

INSIGHT

Why The U.S. Market Collapsed

The U.S. market had collapsed due to bad games, too many consoles, and recession.
Nintendo believed great design and presentation could win skeptical American consumers back.

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