Nintendo Switch 2 Launch Frenzy: Midnight Queues & Record Demand

The highly anticipated Nintendo Switch 2 officially launched worldwide on June 5, 2025, eight years after its groundbreaking predecessor first arrived. The release was met with immediate and intense demand, prompting retailers globally to open their doors at midnight, allowing eager fans to get their hands on the console the moment it became available.

Launch Day Scenes: Queues, Pre-Orders, and Cancellations

Across the globe, dedicated gamers formed queues outside stores, vying to be among the first to unbox the new device. In London, dozens lined up at retailers like Currys on Oxford Street for midnight openings, with some fans even arriving in Mario-themed attire. Reports indicated many customers were collecting consoles they had pre-ordered, while some limited stock was available for walk-in purchases. UK retailer Currys hailed the launch as its “biggest gaming pre-order ever,” reporting sales of 30,000 units almost immediately, attributing the rush to “incredible excitement.”

However, securing a console wasn’t without its challenges. Intense demand quickly outstripped supply in many areas, forcing some fans who struggled with online pre-orders to resort to physical stores. Supply issues were evident globally, leading to “serious backlash” for some retailers who had to cancel pre-orders, including UK supplier Game. Nintendo also briefly paused US pre-orders in April over concerns surrounding potential tariffs before resuming them weeks later. The scarcity has led to fears of scalping, with reports of consoles being resold online for inflated prices, sometimes as high as £600.

Industry analyst Serkan Toto of Kantan Games described the launch demand, including an “insane number” of 2.2 million pre-order applications received by Nintendo’s online store in Japan, as unprecedented. He anticipates a “mega launch” and expects securing a Switch 2 to remain difficult for weeks, potentially even months, echoing the initial scarcity of the original Switch. Despite these early hurdles, Nintendo has reportedly increased its internal sales forecast for the current financial year from 15 million to 20 million consoles sold, signaling strong confidence based on initial performance.

Introducing the Switch 2: What’s New?

The Switch 2 retains the popular hybrid design, functioning as both a handheld device and a console that docks to a TV. However, it packs significant upgrades under the hood. It features a bigger and brighter screen and boasts substantially more processing power and storage – reportedly eight times the memory of the original. The console also introduces new magnetic controllers and innovative software features, including online chat capabilities and the ability to temporarily share games with friends, features potentially aimed at a younger, streaming-savvy audience. An intriguing innovation allows the controller to be twisted on its side and used like a computer mouse, enhancing the experience for certain PC games ported to the platform, like Civilization VII. In the United States, the console is priced at $449.99.

Launch Games and the Price Question

The initial game lineup for the Switch 2 is centered around one major new first-party Nintendo title: Mario Kart World. While highly anticipated titles like Metroid Prime 4 and Donkey Kong: Bananza are not available at launch, Nintendo is releasing upgraded versions of acclaimed Switch hits like The Legend of Zelda: Breath of the Wild and Tears of the Kingdom, optimized to showcase the new hardware’s enhanced capabilities. Beyond Nintendo’s offerings, gamers can choose from a selection of third-party launch titles, including Cyberpunk 2077, Rune Factory: Guardians of Azuma, and Bravely Default.

The decision to focus heavily on Mario Kart World at launch is a strategic one, building on the immense success of previous Mario Kart titles. However, the price of the new flagship game has become a point of contention. A physical copy of Mario Kart World is priced at £74.99 in the UK, which is £15 more than a typical original Switch game, and could potentially be the first $80 game in the US.

Fan reactions to the price point are mixed. While some, like Tushar Sandarka, President of the University of York’s Mario Kart society, acknowledge the cost as a “tough decision” but view the console as a worthwhile long-term investment expected to last “7 or 8 years,” others are hesitant. Students Mae and Lottie from York decided against purchasing the console at launch due to the expense, finding the new game’s price particularly prohibitive, with one likening it to “a day’s pay.” Krysta Yang of the Kit & Krysta Podcast noted that while dedicated Nintendo fans are “super excited,” the higher price point, especially for games, might require effort to convince more casual gamers to upgrade. The significant increase in game price also implicitly raises the question of whether £75 or $80 could become the new standard cost for video games.

A Strategic Shift and Future Potential

The Switch 2 release marks a notable strategic change for Nintendo. As GamesRadar+ brand director Sam Loveridge observed, this is the first time Nintendo has launched a “straight sequel” with a numerical designation, a departure from previous devices with entirely new names. This approach is seen as a clear proposition for consumers already familiar with the wildly successful original Switch, which has sold over 150 million units and stands as the third best-selling console in history.

Industry analysts are optimistic about the Switch 2’s potential, particularly its enhanced power offering “plenty of opportunities for third-party games publishers,” positioning Nintendo in more direct competition with Sony and Microsoft. Nintendo Senior Director Takuhiro Dohta expressed confidence that game quality would improve over time as developers gain familiarity with the new hardware, leading to enhancements in both graphics and gameplay.

Despite the immediate launch success and overwhelming demand, challenges remain. The high price of both the console and its flagship games is a significant hurdle for some consumers. Furthermore, potential future US trade tariffs could impact pricing and supply. With the Switch business accounting for approximately 90 percent of Nintendo’s revenue, the stakes for the Switch 2’s long-term success are incredibly high. The launch frenzy confirms initial demand, but the coming months will reveal if it can capture the broad audience that made its predecessor a cultural phenomenon.