While The Pokémon Company is launching a large-scale marketing campaign, the Zelda game series is not receiving similar attention for its 40th anniversary. According to former Nintendo employees, the company typically celebrates its brand anniversaries only when new games are released.

Marketing Approaches of the Companies

On February 27, a Pokémon Presents presentation is expected, where new games may be announced, possibly including the tenth generation. Meanwhile, there is almost no media buzz surrounding Zelda’s anniversary. Former Nintendo staff note that the company follows a different celebration strategy—if there’s no new game to announce, franchise anniversaries are rarely marked. If a new Zelda game were ready, the series would likely receive more attention. This approach contrasts with The Pokémon Company, which actively invests in marketing and treats its brand as a cultural phenomenon, organizing major events even before new games are released.

Brand Independence

Although Nintendo owns a third of The Pokémon Company, both companies operate independently. The Pokémon Company plans to celebrate the 30th anniversary of Pokémon Presents as a major cultural event with numerous announcements.

Brand Management

Nintendo does not see the need to appoint brand managers for IPs like Mario and Zelda, preferring to promote its franchises through the release of high-quality software. Suggestions to introduce dedicated brand managers have not been implemented.

Outlook for the Zelda Series

Currently, there are no plans for a new Zelda game to coincide with the series’ 40th anniversary. The likelihood of major announcements for the Switch or Switch 2 in the near future is considered low, though rumors about new games continue to surface.

The original Ocarina of Time game was released in 1998 for the Nintendo 64, and its remake remains one of the most requested by fans. The classic version is available on Nintendo Switch Online, but its 3D graphics are now considered outdated. There is also speculation about possible releases of The Wind Waker and Twilight Princess for Switch 2.

Future Projects

A Zelda-inspired film is scheduled for release in 2027, but the launch date for the next mainline game in the series remains unknown. Rumors suggest that Link may venture into a new open world, different from the one in Tears of the Kingdom. In December, the series producer hinted that Hyrule Warriors: The Age of Imprisonment could influence future franchise projects.