任天堂早期對中國市場的態度確實相當謹慎，這並非缺乏興趣，而是受到當時整體環境的高度限制。從2000年代到2010年代，中國大陸面臨嚴格的政策審批制度、盜版氾濫，以及家用主機市場尚未成熟等問題，使任天堂在發展上舉步維艱。神遊（iQue）時期雖然是一次嘗試，但在盜版與法規的雙重夾擊下，始終難以建立完整的生態系，導致任天堂錯過NDS、3DS乃至Wii等主機在全球高速成長的黃金年代，也未能在中國主機市場萌芽階段搶占先機。

真正的轉折點出現在2019年。任天堂選擇與騰訊合作，正式推出國行Switch，這被普遍視為任天堂首次以較成熟、較務實的方式切入中國主機市場。透過騰訊在地的通路、法規經驗與營運能力，任天堂積極申請遊戲版號，獲批數量一度甚至超過同期的索尼與微軟。根據外界資訊，國行Switch的初期銷量曾達到任天堂內部可接受甚至滿意的水準，也顯示任天堂確實看見中國市場的潛力，並將其視為全球布局中不可忽視的一環。

然而，近年來情勢再度出現變化。2024年底，國行Switch宣布停止eShop線上商城服務，使主機功能大幅受限，這對玩家體驗造成實質影響。與此同時，越來越多玩家轉向國際版Switch，不僅因為遊戲選擇更完整，也因為跨區使用的彈性更高。再加上水貨、山寨機市場仍然存在，使國行主機在競爭力上持續承壓，逐漸喪失吸引力。

即便如此，這並不等同於任天堂全面退出中國市場。官方所提供的補償方案、既有玩家權益的延續，以及持續申請版號的動作，都顯示任天堂仍在觀察市場走向，並對策略進行調整。與其說是放棄，不如說是進入一個重新評估成本、風險與回報的階段。

總體而言，任天堂在中國的發展歷程，經歷早期因環境因素而被動保守、與騰訊合作後的相對積極拓展，再到近年因市場與政策變化而進行策略修正的過程。這是一條與歐美、日本市場截然不同的道路，深受中國特有制度與消費結構影響，不能簡單地以「有沒有積極發展」來概括，而是一個充滿限制、試探與調整的複雜現實。

Nintendo’s attitude toward the Chinese market has indeed been cautious in its early history. Due to regulatory hurdles, rampant piracy, and an immature market environment, the company missed several key opportunities. In recent years, however, Nintendo has shown a more proactive stance by partnering with Tencent to launch the China-market Switch. At one point, sales performance reportedly met Nintendo’s expectations, and the company actively pursued software approvals, signaling a genuine intention to expand. That said, more recent developments—such as the shutdown of online services for the China-market Switch and the growing tendency of players to migrate to international versions—highlight the unique characteristics of the Chinese market and the new challenges Nintendo now faces. This situation should not be interpreted as “a lack of effort,” but rather as a complex phase of challenges and strategic adjustment.

In the 2000s and 2010s, Nintendo’s progress in mainland China was notably slow. During the era of the iQue (Shenyou) systems, widespread piracy and strict regulatory controls severely constrained the company’s ability to operate normally. As a result, Nintendo effectively missed the golden age of platforms such as the Nintendo DS and Nintendo 3DS in China. Major home consoles like the Wii were never officially launched in the market, causing Nintendo to lose its chance to establish an early foothold during the formative stage of China’s console gaming ecosystem.

A clear shift occurred after 2019, when Nintendo partnered with Tencent. The launch of the China-market Switch marked Nintendo’s most serious attempt to enter the mainland console market. With Tencent handling distribution and regulatory processes, Nintendo actively sought game approvals, at times securing more licensed titles than Sony or Microsoft during the same period. The initial sales results reportedly satisfied Nintendo, reinforcing the company’s view that China represented a market with significant long-term potential and an important component of its global strategy.

However, new challenges have emerged in recent years. Toward the end of 2024, the China-market Switch announced the suspension of its eShop online services, significantly limiting functionality. This development is widely seen as connected to changing player behavior, including a strong preference for international versions of the Switch and anticipation of next-generation hardware. At the same time, gray-market imports and counterfeit devices continue to exist, further undermining the attractiveness of the officially licensed platform. These factors have weakened the competitiveness of the China-market Switch despite its official status.

Even so, the situation does not suggest a complete withdrawal. Compensation measures for existing users and the continued effort to obtain new game licenses indicate that Nintendo is still observing the market carefully and may be recalibrating its approach rather than abandoning it outright. The company appears to be weighing costs, regulatory constraints, and consumer behavior before deciding its next steps.

In conclusion, Nintendo’s strategy in China has evolved from early caution and limited involvement, to a more assertive expansion through its partnership with Tencent, and now into a phase of reassessment and strategic adjustment in response to shifting conditions. It is overly simplistic to claim that Nintendo has not actively pursued the Chinese market. Rather, its development path has differed from that of other regions and has been shaped by factors unique to China’s regulatory, commercial, and consumer environment.