Strengths

 Strong brands (example DS and Wii)

 Valuable brand heritage (2005 to 2009)
 Market position that is not directly obtained by competitors (examples – easy to use games for
all genre and the mother as participants).
 Workforce were talented and extremely good at creating games.
 New and young CEO but energetic and has an entrepreneurial character

Weaknesses

 Weaker graphic capabilities in comparison to competitors such as Sony and Microsoft

 Lost relevance for hard-core gamers (young males)

Opportunities

 Increase in demand for family friendly games

 Tapping into the new market for games on smartphones.
 Tap into the market for home use of VR devices

Threats

 Restrictions on certain games due to the effect of violence on gamers

 Entry of new players (e.g. Valve) into the market
 Entry of Apple, Google and Amazon to the living room entertainment market