As Pokémon fans feast, lack of new Zelda game may explain forgettable 40th anniversary

Pokémon Presents on February 27th is likely to feature multiple new games, including a rumored Gen 10 title. However, other fans are feeling slighted, with little fanfare surrounding the Zelda 40th anniversary. According to ex-Nintendo marketers Kit & Krysta, the company takes a drastically different approach to celebrations.

Nintendo's game-focused marketing

In a recent podcast, the former employees explain that without having a title to reveal, Nintendo rarely commemorates its franchises. If a new Zelda game were ready, players might have seen more focus on the series. That philosophy contrasts with how The Pokémon Company recognizes key dates.

Even though Nintendo comprises one-third of The Pokémon Company, the entities often function independently. The latter views its brand as a “cultural lifestyle phenomenon” and invests in pricey marketing campaigns, even before a new game arrives. It’s planning a 30th anniversary Pokémon Presents as a “big cultural moment” with a flood of announcements.

Krysta Yang notes that her former employer doesn’t see the value of brand managers. On numerous occasions, she suggested that individuals be tasked with handling IPs like Mario and Zelda. However, the company believes that producing quality software is the best way to promote them.

What Zelda Switch 2 game might surface next?

Unfortunately, it doesn’t seem that a new adventure with Link will debut during the Zelda 40th anniversary. Kit Ellis downplayed the chances of significant Switch or Switch 2 announcements in the next week. Nevertheless, rumors continue to swirl about titles in development.

Originally released in 1998 for the Nintendo 64, an Ocarina of Time remake is a popular request. The classic is available on Nintendo Switch Online, but its 3D polygons are showing their age. The Wind Waker and Twilight Princess are two other potential targets for Switch 2 games.

Although a film will premiere in 2027, when the next mainline Zelda game may appear is up for debate. There is speculation that Link could leave Hyrule and explore a new open-world foreign to Tears of the Kingdom. In December, series producer Eiji Aonuma also suggested that Hyrule Warriors: The Age of Imprisonment could influence the project.