The Lie That Helped Build Nintendo | IGN Inside Stories
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
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
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 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'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
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
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 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
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
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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