The Lie That Helped Build Nintendo | IGN Inside Stories

IGN

IGN

19 min, 1 sec

The story of how a lie about a company's size to Nintendo led to the establishment of a gaming empire in Europe.

Summary

  • A Swedish businessman, Ove Bergsten, impulsively bought an LCD game in Singapore, which sparked his interest in the manufacturer, Nintendo.
  • Bergsten deceived Nintendo into believing his company, Bergsala, was a large distributor, which led to a partnership to distribute Game & Watch in Sweden.
  • The success of Game & Watch in Sweden and Bergsten's persistent negotiations led to Nintendo's expansion into Western markets.
  • Bergsala became the only non-Nintendo owned Nintendo distributor globally, with Bergsten's approach influencing Nintendo's marketing strategies.

Chapter 1

An Impulsive Purchase Spurs a Business Idea

0:00 - 53 sec

Ove Bergsten's chance purchase of an LCD game in Singapore leads to curiosity about its manufacturer, Nintendo.

Ove Bergsten's chance purchase of an LCD game in Singapore leads to curiosity about its manufacturer, Nintendo.

  • During a layover in Singapore, Bergsten buys an LCD game called 'Fire RC4' from a camera shop.
  • He becomes hooked on the game, playing it throughout his journey back to Gothenburg.
  • Bergsten wonders about the maker of the game, Nintendo, and considers the potential to sell their products.

Chapter 2

The Telex That Changed Gaming History

0:53 - 1 min, 30 sec

Bergsten sends a telex to Nintendo, which lays the foundation for their future partnership.

Bergsten sends a telex to Nintendo, which lays the foundation for their future partnership.

  • Bergsten contacts a local trade organization to obtain contact details for Nintendo.
  • He sends a telex to Nintendo's Tokyo export office, expressing interest in their products.
  • Years later, Bergsten acknowledges that his initial communication with Nintendo contained a lie to make his company seem larger.

Chapter 3

The Unlikely Success Story of Bergsala

2:23 - 1 min, 50 sec

The tale of Bergsten's journey from a pub anecdote to a meeting with Nintendo reflects his unconventional approach to business.

The tale of Bergsten's journey from a pub anecdote to a meeting with Nintendo reflects his unconventional approach to business.

  • Bergsten's story circulates as a Swedish folk tale about his business successes.
  • After hearing the story, the author arranges a meeting with Bergsten to learn about his journey.
  • Bergsten's company, Bergsala, becomes synonymous with Nintendo in Scandinavia.

Chapter 4

Bergsala: The Pillar of Nintendo in Scandinavia

4:12 - 2 min, 51 sec

Bergsala's deep ties with Nintendo and its influential role in the Scandinavian gaming market.

Bergsala's deep ties with Nintendo and its influential role in the Scandinavian gaming market.

  • Bergsala is not only the distributor for Nintendo but has become part of the brand's identity in Scandinavia.
  • The company's headquarters feature Nintendo-themed decor and a museum showcasing its history with the gaming giant.
  • Bergsala's success in selling Game & Watch units in Sweden sets the stage for Nintendo's entry into the Western market.

Chapter 5

The Farce and Triumph of the First Nintendo Deal

7:03 - 2 min, 6 sec

Bergsten's humorous and unconventional negotiation tactics lead to securing distribution rights for Nintendo in Sweden.

Bergsten's humorous and unconventional negotiation tactics lead to securing distribution rights for Nintendo in Sweden.

  • Bergsten's impromptu arrival and negotiation skills lead to a dinner with Nintendo's export manager.
  • He adheres to cultural negotiation rules such as bringing a gift and not being overly insistent.
  • Bergsten's strategy pays off, and he secures the rights to distribute Game & Watch in Sweden.

Chapter 6

The Unforeseen Hurdles and Successes

9:09 - 1 min, 48 sec

Bergsten overcomes numerous obstacles, leading to the explosive popularity of Game & Watch in Sweden.

Bergsten overcomes numerous obstacles, leading to the explosive popularity of Game & Watch in Sweden.

  • Facing transportation issues and tight schedules, Bergsten manages to meet with Nintendo against all odds.
  • A surge in sales of Game & Watch units in Sweden vindicates Bergsten's persistence.
  • Bergsala's success with Game & Watch makes it a pivotal market for Nintendo.

Chapter 7

Bergsten's Influence on Nintendo's Western Expansion

10:57 - 2 min, 59 sec

Bergsten's relentless efforts influence Nintendo's decision to expand into the Western console market.

Bergsten's relentless efforts influence Nintendo's decision to expand into the Western console market.

  • Bergsten's continued enthusiasm and visits to Nintendo pave the way for the introduction of the Famicom in the West.
  • His insight into the potential of the Famicom, later known as the NES, helps convince Nintendo to take the leap into Western markets.
  • Bergsala's success story becomes a blueprint for Nintendo's own marketing strategies, including the creation of Nintendo clubs.

Chapter 8

The Lasting Legacy of a Lie

13:56 - 4 min, 5 sec

Bergsten's initial lie to Nintendo leads to a lasting partnership and has widespread effects on the gaming industry.

Bergsten's initial lie to Nintendo leads to a lasting partnership and has widespread effects on the gaming industry.

  • Bergsten's relationship with Nintendo evolves into a long-term partnership and friendship.
  • Bergsala remains the only non-Nintendo owned distributor, a testament to Bergsten's impact on the company.
  • Bergsten's story illustrates how a small deception can lead to mutually beneficial outcomes and change the course of industry history.

Chapter 9

A Personal Reflection on Bergsten's Impact

18:02 - 36 sec

The author contemplates Bergsten's influence on their own life and the broader gaming industry.

The author contemplates Bergsten's influence on their own life and the broader gaming industry.

  • The author reflects on the consequences of Bergsten's actions, recognizing their impact on the existence of games like Super Mario Odyssey.
  • Bergsten's story is seen as a catalyst for the author's own career and the gaming industry's trajectory.
  • While attempting to emulate Bergsten's tactics to change a flight, the author realizes the uniqueness of Bergsten's charm and business acumen.

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