Switch 2 and Mario Kart World Pricing Sparks Crisis for Nintendo, Say Ex-PR Managers

Amid the ongoing backlash to Nintendo's shock pricing for the Switch 2 and Mario Kart World, two former Nintendo PR managers have described the situation as "a true crisis moment for Nintendo."

In a video on their YouTube channel, former Nintendo of America PR managers Kit Ellis and Krysta Yang expressed their concerns about the way Nintendo announced the $449.99 price for the Switch 2 and the $79.99 price for Mario Kart World.

"I don’t want to blow things out of proportion, but this does feel like a true crisis moment for Nintendo," Ellis stated.

Mario Kart World isn't the only game for the Switch 2 priced at $79.99. Some Nintendo Switch 2 Edition titles, such as The Legend of Zelda: Tears of the Kingdom, also carry the same price tag.

Nintendo has faced criticism for charging for the Switch 2 tutorial game, Welcome Tour, which fans argue should be included for free. For comparison, Astro's Playroom comes pre-installed on every PlayStation 5 and serves as a free tech demo for the DualSense controller.

The backlash has even disrupted Nintendo’s Treehouse livestreams, with viewers flooding the chat with "DROP THE PRICE" messages.

Ellis and Yang criticized the way Nintendo revealed the pricing for the Switch 2 and its games, pointing out that the prices were not mentioned during the Direct presentation. They believe this was a "deliberate" omission that led to confusion and misinformation as fans sought pricing details elsewhere.

Nintendo Switch 2 System and Accessories Gallery

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"The Switch 2 and Mario Kart World pricing was intentionally omitted from the Direct for a reason," Yang claimed, "but it was handled poorly, with information scattered across different places, leaving fans to piece it all together."

Ellis added, "It just shows some disrespect to the consumer, where it's assumed that excitement alone will lead them to spend money without questioning the cost."

"It's almost degrading to the intelligence of the consumer," Yang remarked.

The former NOA communications staff further discussed Nintendo's failure to address the pricing issue, either through a public statement or in media interviews. They believe this has led to rampant speculation and misinformation.

"They are enabling the story to get out of hand, out of control," Yang said. "They have lost control of this," Ellis concurred.

Ellis and Yang suggested that Nintendo may have lost its consumer mindfulness following the retirement of former NOA boss Reggie Fils-Aimé and the tragic loss of former Nintendo head Satoru Iwata.

Nintendo's communications team is likely to recommend an official statement, Yang noted, but the approval process will be lengthy and involve many stakeholders before reaching current Nintendo boss Shuntaro Furukawa.

Nintendo is also out of practice in communicating with its community and the press, the pair said, and hasn't faced this level of negativity since the Nintendo 3DS price issue in 2011.

There are concerns about how staff at public demo stations for the Switch 2 will handle fans' questions about pricing. Any response could be seen as an official statement if shared online.

What happens next remains uncertain, but neither Ellis nor Yang expect a price reduction for the Switch 2 or its games before launch.

For more information, explore everything announced at the Switch 2 Nintendo Direct and expert opinions on the Switch 2 price and Mario Kart World's $80 price tag.