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In the past, Nintendo has been synonymous with baffling business decisions and out-of-touch thinking. While that Nintendo still exists, the Japanese company has also started to reinvent itself this generation -- and it's all because of the Switch. The Switch actually feels cool in a way that the Xbox One and PS4 don't.


There have been a lot of articles on No Man's Sky since launch, but I haven’t read anything I completely agree with. I think that’s largely because the game and its marketing are simultaneously great and terrible, and most people have focused on one aspect or the other.


The hype for tonight's Smash Bros. presentation, possibly the game's final Nintendo Direct, is real. So real, people are trying to avoid spoilers for what's basically a marketing video. It initially struck me as odd, but as someone who's avoiding spoilers for Star Wars: The Force Awakens, maybe it shouldn't.


It's been almost a year since I stopped watching trailers. And I couldn't be happier. That's worth considering if you're losing your mind about an 88-second trailer for a Star Wars movie that won't be out for another 12 months.


Before we ever get to play most video games, we see ads for them. Usually they will get us excited about the next chapter in a favourite franchise, or even a brand new one. But sometimes they take things too far. We've seen loads of ads that are meaningless or, worse, in bad taste. Ill-advised. Offensive, even.


Sex sells. It's a cheap and simple ploy that video game marketers have used for years. The Chinese game industry is no different. In recent years, famous Japanese adult film stars have been tapped to represent and market games to consumers, but now, one of the country's biggest newspapers has come out against sex in the video game industry in China.


Over the years, researchers and marketers have sought to split the ever-growing gaming population of the world into easy-to-understand categories. This latest attempt, crafted by predicative gaming analytics company Playnomics, makes more sense than many of those, narrowing us all down to eight gamer archetypes. Which are you?


I bet the folks that do public relations and marketing for innovative and thoughtful games like From Dust and Journey spend days and days brainstorming inventive ways to communicate complex ideas in ways that appeal to the consumer. Meanwhile The Amazing Spider-Man UK marketing team nipped off early after putting in an order for footy pajamas.