Editor’s Note
This article recounts former Nintendo of America President Reggie Fils-Aimé’s firsthand account of the overwhelming demand and supply shortages that marked the launch of Pokémon Ruby and Sapphire, highlighting a pivotal moment in gaming history.
Former Nintendo of America President Reggie Fils-Aimé recently shared anecdotes about the significant supply challenges faced during the launch of the Pokémon Ruby and Sapphire video games for the Game Boy Advance.
He explained that the frenzy was driven by the immense popularity of the Pokémon franchise and the successful transition to the new Game Boy Advance platform. The shortages lasted for several weeks, creating a secondary market where copies were sold at a premium. Fils-Aimé noted that this experience underscored the importance of aggressive forecasting and close coordination with manufacturing partners for future blockbuster releases.