Nintendo’s new approach with Switch 2 has everyone talking, not just because of the console itself. It's Japan's pricing strategy that's making people take notice.
There are two different models and two price tags, with one thing clear: if you’re looking for a lower price, you’re going to need to use only the Japanese language.
The Japan-only version of the Switch 2 will cost 49,980 yen (around $337), but it comes with restrictions. The console is restricted to Japanese language settings and only supports Nintendo accounts from the Japan region.
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+ 3If you’re hoping to play your favorite games in English or link your account from another country, that won’t work here.
For those privileges, you’ll need to shell out 69,980 yen (roughly $473) for the multilingual version—which, by the way, is only available through the Japanese My Nintendo Store.
The weak yen and the effort to curb resellers are probably what's behind it. With the yen’s value sliding, global buyers have been eyeing Japan as a cheap tech goldmine. Nintendo was ahead of the game and decided to act.
They’ve made it harder for scalpers to profit by creating a discounted domestic version that’s language-locked and account-restricted. From a business standpoint, it’s brilliant.
click to enlarge + 3Nintendo keeps consoles in the hands of actual Japanese customers rather than having stock vanish thanks to tourists or export flippers.
It's also a way to protect prices to ensure the Japanese market doesn’t experience inflated costs just because others are paying more.
However, foreign residents in Japan, particularly those with tighter budgets, aren’t as thrilled and feel like they’re facing a “foreigner tax.”
For many of them, paying an additional 20,000 yen just to access a system that supports their preferred language feels unfair. The cheaper version locks you out of any account that's not from Japan, so there's also no workaround.
Others see it as a reasonable compromise: the lower price is meant for the domestic market, not to disadvantage foreigners.
Nintendo is also rolling out a lottery system in Japan for pre-orders, requiring players to have at least 50 hours of Switch playtime and a full year of Nintendo Switch Online membership.
Once again, this prevents casual buyers and scalpers from snatching up units to resell. It might seem like a bold (and maybe harsh) move, especially with region-free gaming being the norm in 2025, but it’s something that had to happen.
click to enlarge + 3The PS5's rocky debut in Japan is still fresh in people's minds, with resellers grabbing up stock and leaving local gamers frustrated. Nintendo probably doesn't want history repeating itself. If the goal was to curb scalping, then Nintendo definitely made a smart move.
The region-restricted discounted version reduces the incentive to export, while the multilingual model aligns with global pricing. It’s not a perfect solution, but it’s practical.
Still, there’s a bitter aftertaste for those caught in the middle, especially foreign gamers living in Japan who feel boxed out by these restrictions.
It all comes down to how much you value language flexibility and how comfortable you are navigating Japanese-only menus and settings.
When it came down to it, Nintendo prioritized its home market, even if it meant disappointing some long-time fans.
It might not win any popularity contests, but it could ensure the Switch 2 stays in stores and out of scalpers' hands.