Falling Behind The Wii U was notorious for its lack of third-party titles. Near the end of its lifecycle, players were provided with a barren wasteland, where months passed between major new releases. Due to poor sales, a difficult-to-develop-for infrastructure, and a form factor many viewed as a half-measure, the Wii U was not viewed as a destination platform by triple-A publishers or independent developers. In the past couple of years, Nintendo has made it a mission to try and change that perception of its hardware. In early 2016, Damon Baker stepped in as head of partner management for the publisher and developer-relations department after nearly 10 years of working in licensing and marketing. Ever since, Baker has pushed to improve relationships with third-party publishers at Nintendo. Baker says that while it may seem counterin-tuitive, the third-party department never had a dedicated account-management team and instead relied on connections the team members brought in with developers through the relationships they’ve established. “For the last two years, I’ve been asked to head up this initiative, at least here in connect North America, to reach out to different publishers, from triple-A publishers all the way to independent developers, and evangelize what [Switch] is all about,” Baker says. If all goes well with the initiative, the hope is that Nintendo can attract more third-party talent than ever before. The Switch could break the cycle of this traditionally weak area for Nintendo, especially if it becomes a destination platform for indies. Nintendo thinks it has the right formula for success with Switch, and the developer hype surrounding the platform backs up that confidence.