Nintendo Unveils New Brand Identity With Fresh Storefront Name
Sarah Smith
Published May 16, 2026
By Published May 12, 2026, 9:02 AM EDT Chris is a Gaming Editor at ScreenRant. He has been a professional writer since 2009, and has written for top TV, comics, movie, and video game outlets like Engadget, Polygon, Destructoid, and more. He brings with him an expertise in every game genre, no matter how niche or mainstream.
You may know him as the former Managing/Reviews Editor of Destructoid, where he published hundreds of game reviews across every genre, including MMOs, sports games, and Metroidvanias.
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is one of the most iconic gaming publishers of all time. I don't say that lightly, but the company has been in business for over a century, and many of its brands are decades old, with far more reach than its competitors'. Take The Legend of Zelda, for example, . Very few franchises can boast that level of success, aside from a select few like Final Fantasy.
As a result, it makes sense that Nintendo wouldn't change much in its playbook. Barring some missteps, like the Virtual Boy and Wii U, they've mostly stayed the course, including all of their sub-branding efforts. Many of their games take a page from previous iterations, providing a familiar yet iterative feel to the sequels.
This time, though, they're changing things. As revealed on , Nintendo has a new rebrand in the works, and it's rolling out imminently.
Announced officially by Nintendo, it looks like they're rebranding their online store. Previously referred to as the "My Nintendo Store" for many years, the company is shortening it to "Nintendo Store."
Here's the full statement from Nintendo: "On May 27, My Nintendo Store will change its name to Nintendo Store. There will be no changes to the content of the service."
So far, the rollout is going in waves. If you follow the link Nintendo provided without the "my" in the moniker, the URL works and takes you to the "My Nintendo Store." Once May 27 hits, though, a switch will be flipped, and the rebranding will be fully complete.
In recent months, there have been some low-key changes to Nintendo storefronts. They're mostly small housekeeping items, but the big one was removing Gold Points from the system. Previously, Gold Points were a kind of frequent customer reward, where you'd get the equivalent of cash in the form of gold coins for your Nintendo account, which you could redeem when buying things (including games on the eShop).
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It was a great program that helped set Nintendo apart from the pack, but once it was removed, we were left with only Platinum Points. While Platinum is a little less exciting, it can still be redeemed for rewards (you still need to pay for shipping) and for digital rewards like avatars and backgrounds.
Either way, Nintendo knows what they're doing. They're in this for the long haul, and any rebrands have likely been market tested globally. For long-time fans of Nintendo, there might be some nostalgia to let go of for My Nintendo.
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