The Rise and Fall of Nindies: A Look Back at Nintendo's Indie Label

In the vibrant world of gaming, terms often emerge that encapsulate entire communities, movements, or trends. One such term that once resonated strongly within the gaming community was “Nindies,” a catchy label used by Nintendo to refer to indie games on its platforms, particularly during the Wii U and 3DS eras, and into the early days of the Nintendo Switch. However, as we approach the end of 2025, the term has faded into obscurity. What led to the decline of “Nindies,” and what does it reveal about the intersection of creativity and corporate policy?

The term “Nindies” was more than just a playful moniker; it represented a burgeoning relationship between Nintendo and indie developers, showcasing a diverse array of games that often pushed the boundaries of traditional gaming. It was a period marked by enthusiasm, with indie titles gaining significant traction and recognition on Nintendo’s platforms. However, according to former Nintendo of America employees Kit Ellis and Krysta Yang, the decline of the term was not due to a lack of affection from developers or gamers, but rather a legal concern that arose within the company.

During a recent podcast episode, Ellis and Yang shed light on the internal struggles that led to the term’s demise. They explained that while the PDR (Public Relations and Development) team championed “Nindies” and even went so far as to create merchandise like t-shirts and logos, Nintendo’s legal team ultimately intervened. The legal department raised concerns about the implications of using a brand name that combined “Nintendo” with another term. According to Yang, this combination could potentially dilute the brand and complicate legal defenses in the event of disputes.

Ellis elaborated on this point, recalling that the legal team’s stance was reminiscent of the restrictions surrounding the term “Wiimote,” which officially is referred to as the “Wii Remote.” The legal team’s insistence on maintaining brand integrity meant that terms like “Nindies” could not be used without risking future complications.

Despite the affection for “Nindies,” the legal framework within which Nintendo operates necessitated this change. Ellis and Yang noted that even attempts to negotiate with the legal team were met with resistance, highlighting the challenges creative teams often face when navigating corporate policies.

Interestingly, while “Nindies” may be off the table, Nintendo has not entirely abandoned similar concepts. Internally, the company utilizes terms like “Nsite” and “Nbassador,” though these are not publicly visible. This suggests that while the public-facing label may be gone, the spirit of celebrating indie games within Nintendo continues in a different form.

As we reflect on the journey of “Nindies,” it serves as a reminder of the delicate balance between creativity and corporate governance. The term may have vanished, but the legacy it left behind continues to influence the indie gaming landscape on Nintendo’s platforms. The relationship between big-name companies and indie developers remains essential, and while the terminology may change, the celebration of creativity in gaming is far from over.