Splatoon

Splatoon is a Nintendo-owned video game franchise centered on colorful, ink-based third-person shooting. Its defining characters are Inklings and Octolings, humanoid cephalopods that can transform into squid- or octopus-like forms, swim through their team's ink, hide within painted surfaces, and rapidly traverse battlefields. Rather than treating shooting as a purely elimination-focused activity, Splatoon makes territorial coverage the central competitive objective: in its signature Turf War mode, teams compete to cover more of an arena with their color before time expires. The concept gave Nintendo a distinctive entry in a genre that had traditionally been associated with more realistic military or science-fiction presentation. The franchise originated inside Nintendo's Kyoto development organization around 2013. A small team explored many ideas for a new project, eventually focusing on a prototype in which players covered an arena with ink. The project evolved through experimentation with movement, transformations, weapons, characters, and visual identity. Hisashi Nogami served as producer, while Yusuke Amano and Tsubasa Sakaguchi were among the directors of the first game. The development process drew on personnel with experience on Nintendo's Animal Crossing projects, helping give the new shooter a more approachable and expressive tone. The first Splatoon launched for Wii U in 2015. It combined single-player missions with online and local multiplayer, introducing Turf War, ranked competition, a gear system, specialized weapons, and a fictional world with its own bands, brands, neighborhoods, and post-apocalyptic history. Nintendo supported the release with frequent updates, downloadable content, in-game events, and public-facing promotional activity. The game's ink mechanics, bright art direction, music-led presentation, and relatively accessible controls helped it establish a new Nintendo property rather than functioning as a one-off experiment. Splatoon 2 followed on Nintendo Switch in 2017. It expanded the weapon roster, maps, customization systems, competitive modes, cooperative Salmon Run, and live event structure. Its major paid expansion, Octo Expansion, added a substantial single-player campaign focused on Octolings. Splatoon 2 also benefited from the Switch's larger installed audience and from Nintendo's use of Splatfests, time-limited events in which players selected sides and competed for their chosen theme. Splatoon 3 launched for Nintendo Switch in 2022. It moved the setting to the Splatlands and the city of Splatsville, while retaining the core competitive structure and expanding the single-player campaign, Salmon Run, weapon selection, customization, and social features. Its presentation continued the franchise's emphasis on fictional pop music groups and in-world media. Nintendo has also used the series for amiibo, apparel, accessories, soundtrack releases, downloadable content, collaborations, and live or promotional events. As a brand, Splatoon occupies a distinctive position within Nintendo's portfolio: it is a competitive action franchise with broad age appeal, but its identity is driven as much by fashion, music, illustration, fictional culture, and community participation as by weapon combat. The series is designed for recurring engagement through online play, seasonal or themed events, player-created posts, customization, and fan activity. Its business scope therefore extends beyond individual game releases to downloadable content, peripherals, merchandise, events, and collaborations. No separate corporate entity operates under the Splatoon name; the brand remains a Nintendo franchise.

Splatoon began as a Nintendo internal development project around 2013, after the company assembled a small team to explore ideas for a new game. The group considered numerous concepts before concentrating on a prototype based on covering territory with ink. Early versions used a simple arena and focused on four-versus-four territory control. The project gradually acquired its distinctive transformation mechanic, allowing characters to move as humanoids and as swimming cephalopods, as well as its emphasis on colorful urban environments, expressive character design, music, and clothing. The project was developed by Nintendo's Kyoto development organization. Hisashi Nogami produced the first game, with Yusuke Amano and Tsubasa Sakaguchi serving as directors. Shintaro Sato was involved in the early concept and development work. The team drew on Nintendo's experience with accessible, character-driven games while adapting the conventions of the shooter genre. The result made painting the environment a primary strategic action rather than a cosmetic effect. Players could attack opponents, but they also had to manage ink supply, movement routes, defensive positions, and the amount of ground controlled by their team. Nintendo revealed Splatoon at E3 2014. The announcement attracted attention because Nintendo was entering a genre not traditionally associated with the company's family-oriented image. The first game released for Wii U in May 2015, with single-player missions and online multiplayer. Its central Turf War mode rewarded broad coverage of the stage, while additional ranked modes, weapons, equipment abilities, and a hub world gave players reasons to continue playing. The fictional setting was developed through in-game music, fashion, shops, fictional companies, and characters, making the game feel like a broader entertainment world rather than a conventional military shooter. Nintendo supported the launch through television, YouTube, digital, billboard, retail, and event marketing. Promotions included music-based advertisements, media partnerships, public paint-splattering activities, and planned touring activations. Nintendo described the campaign as being comparable in scale to the support given to major established properties. The company also used Splatfests and downloadable updates to maintain attention after launch. These activities established a recurring relationship between the franchise, live events, online communities, and fan-created material. Splatoon 2 launched for Nintendo Switch in 2017. It retained the core ink-and-territory formula while adding new stages, weapons, gear, characters, modes, and a revised hub. Salmon Run introduced cooperative play against waves of Salmonids and became one of the series' signature activities. Nintendo continued the live-service-like support model through updates, Splatfests, promotional broadcasts, and collaborations. Octo Expansion, released in 2018, broadened the story and added a demanding single-player campaign centered on Octolings. Splatoon 3 released for Nintendo Switch in 2022. Its setting moved to the Splatlands, with Splatsville serving as a new social hub. The game expanded the single-player story, competitive systems, Salmon Run, customization, weapon options, and social presentation. It continued the franchise's use of fictional musical groups and in-world entertainment to shape its identity. Marketing included television and online advertising, including the “Splat the way you like” campaign material. The Splatoon brand now encompasses three mainline console games, downloadable content, online events, amiibo, soundtracks, clothing, accessories, collaborations, and other licensed merchandise. Nintendo remains the owner and publisher, while development has involved Nintendo teams and outside support contributors. The brand's enduring differentiation comes from combining competitive shooter mechanics with territory painting, fluid transformation-based movement, fashion, music, and a playful fictional culture.

• 2022

  Splatoon 3 launches

  [9]Splatoon 3 launchesen.wikipedia.org

  The third mainline game expands the setting, story, competitive modes, cooperative play, and customization.

• 2018

  Octo Expansion releases

  [8]Octo Expansion releasessplatoonwiki.org

  The paid expansion adds an Octoling-centered single-player campaign and additional challenges.

• 2017

  Splatoon 2 launches on Nintendo Switch

  [7]Splatoon 2 launches on Nintendo Switchen.wikipedia.org

  The sequel brings the franchise to Nintendo Switch and adds new multiplayer, customization, and cooperative features.

• 2015

  First Splatoon launches on Wii U

  [3]Splatoon — Inkipediasplatoonwiki.org

  The original game releases with single-player content, Turf War, ranked multiplayer, equipment customization, and online features.

• 2014

  Splatoon is revealed at E3

  [2]Iwata Asks: Splatooniwataasks.nintendo.com

  Nintendo publicly introduces the new franchise and its Inkling transformation mechanic.

• 2013

  Ink-based prototype development begins

  [1]Splatoon — Wikipediaen.wikipedia.org

  A Nintendo team begins exploring a new game built around ink-covered territory and four-versus-four competition.

A colorful, socially oriented competitive shooter that combines territory control, character customization, music, fashion, and accessible multiplayer with Nintendo's family-friendly entertainment style.

• console video game · 2015

  Splatoon

  The original Wii U entry introduced Nintendo's ink-based third-person shooter formula. Players control Inklings in Turf War, where the main objective is to cover more of the arena with their team's ink. The game also includes single-player missions, ranked multiplayer, varied weapons, equipment abilities, a social hub, and a fictional world expressed through music, shops, clothing, and characters.

• console video game · 2017

  Splatoon 2

  The Nintendo Switch sequel develops the original formula with new maps, weapons, gear, characters, multiplayer modes, and a redesigned hub. It introduced Salmon Run, a cooperative mode in which players collect Golden Eggs while fighting waves of Salmonids. Nintendo supported the game with updates, Splatfests, collaborations, and the Octo Expansion downloadable content.

• downloadable content · 2018

  Octo Expansion

  This paid expansion for Splatoon 2 provides a large single-player challenge campaign focused on an Octoling protagonist. Its stages emphasize specialized objectives, puzzle-like navigation, combat variations, and demanding mission design. The expansion also broadens the franchise's story and makes Octolings available as playable characters under the relevant conditions.

• console video game · 2022

  Splatoon 3

  The third mainline game relocates the action to the Splatlands and the city of Splatsville. It retains Turf War and ranked competition while expanding the single-player campaign, Salmon Run, weapon systems, gear, player customization, social features, and fictional music culture. Its broader presentation reinforces Splatoon's identity as a combined game, fashion, music, and community brand.

• licensed merchandise

  Splatoon merchandise and amiibo

  Nintendo and licensees have extended the franchise through character figures, amiibo, apparel, accessories, soundtracks, collectibles, and themed promotional goods. Merchandise typically draws on Inklings, Octolings, idol groups, weapons, logos, and the fictional streetwear culture presented in the games.

• 2023The place where your stains are fun

  Peru · Latin America

  A student-created collaboration involving Nosotras, Nintendo, and Splatoon used a red in-game skin concept and influencer participation to connect the game with menstrual-hygiene awareness around Menstrual Hygiene Day.

  Outcome. The campaign aimed to normalize menstruation and use Splatoon's ink imagery to make the subject more visible and less stigmatized.

  Source
• 2022Splat the way you like

  International

  Nintendo used a campaign spot to promote Splatoon 3 shortly after release, presenting different ways to play and reinforcing the sequel's competitive and customizable structure.

  Outcome. The advertising supported continued launch momentum for Splatoon 3.

  Source
• 2015Splatoon launch marketing campaign

  United Kingdom · North America · other international markets

  Nintendo promoted the first Splatoon with television and digital advertising, digital billboards, a Cartoon Network co-sponsorship, online activity, public events, promotional tours, and paint-themed experiential activations. Nintendo UK described the planned support as unusually substantial for a new intellectual property.

  Outcome. The campaign positioned Splatoon as a major Nintendo release and emphasized its accessibility, visual distinctiveness, and multiplayer appeal.

  Source
• 2015Squid Kid and Splat the World commercials

  United States · Latin America · other markets through online distribution

  Nintendo of America used music-driven television and YouTube advertisements to explain the Inkling transformation, ink swimming, ambush tactics, and Turf War. Spanish-language versions were produced for the Latin American market.

  Outcome. The campaign translated the game's unusual mechanics into memorable, youth-oriented advertising and supported the international launch.

  Source

• 2022

  Nintendo expands the series with Splatoon 3Product launch

  Background

  Nintendo continued the series on Switch while refreshing its setting and extending its competitive, cooperative, and story content.

  Action taken

  Splatoon 3 introduced the Splatlands and Splatsville and expanded the franchise's major gameplay systems.

  Aftermath

  The franchise remained an active pillar of Nintendo's multiplayer portfolio.

  Source

• 2017

  The franchise moves to Nintendo Switch with Splatoon 2Product launch

  Background

  Nintendo brought the series to its newer hybrid console and used the sequel to broaden multiplayer and cooperative play.

  Action taken

  Splatoon 2 added new stages, weapons, gear, modes, Salmon Run, and later the Octo Expansion.

  Aftermath

  The Switch release expanded the franchise's platform reach and reinforced its recurring online-event model.

  Source

• 2015

  Splatoon launches as a new Nintendo intellectual propertyProduct launch

  Background

  Nintendo sought to introduce a new competitive property with broader accessibility and a less realistic tone than many established shooters.

  Action taken

  The company released Splatoon for Wii U with single-player, online multiplayer, customization, and recurring event support.

  Aftermath

  Splatoon developed into a continuing franchise rather than remaining a standalone Wii U experiment.

  Source

• 2013

  Nintendo chooses ink-based territory control for a new shooterStrategy

  Background

  The development team explored many potential concepts before focusing on a prototype in which players painted an arena and competed over territory.

  Action taken

  Nintendo developed the concept into a third-person shooter where movement, concealment, and scoring depend on ink coverage.

  Aftermath

  The decision became the central differentiator of the Splatoon franchise.

  Source

1. 1Splatoon — Wikipediaen.wikipedia.org
2. 2Iwata Asks: Splatooniwataasks.nintendo.com
3. 3Splatoon — Inkipediasplatoonwiki.org
4. 4Splatoon commercialssplatoonwiki.org
5. 5Nintendo gives Splatoon a major marketing pushalistdaily.com
6. 6The place where your stains are funadsoftheworld.com
7. 7Splatoon 2 launches on Nintendo Switchen.wikipedia.org
8. 8Octo Expansion releasessplatoonwiki.org
9. 9Splatoon 3 launchesen.wikipedia.org
10. 10Splat the way you likegonintendo.com