Starting with the first release of the Ninetendo Entertainment system, which was  their first home video game console in 1985, Nintendo has continued to retain a large percentage of market share amongst video game console brands.  This console allowed the launch of some of the most iconic character in Nintendo including games such as The Legend of Zelda and Metroid.

As an international success, selling one of the first handheld gaming consoles, the Game Boy, and continuing to release upgrades of home consoles such as the Nintendo 64, Gamecube, and their subsequent  successor the Wii, which became one of the best selling consoles of all time, Nintendo continues to offer similar games and a family oriented genre. Amongst its competitors, it offers a much larger variety of games oriented towards younger children aged 10 - 13 as well as learning games offered to children aged 5 - 8.  It also includes many multi-player games  with a mini-game format rather than  a progressive story. What this means is a game that allows activities within the game to be unlocked and focuses on players competing via scores and rank, compared to a progressive story game which often requires individuals to be knowledgeable of content from the beginning of the game throughout, in order to be optimally played.