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Nintendo circumvents the competition and thus looks to find an audience that is either loyal to them and non-traditional to gaming. This gen they are looking to graduate ds owners to consoles with the switch. Sony knocked them down a notch and Microsoft gobbled up any chance that hey had at third party because they refused to make powerful consoles that can draw third party. Nintnedo created an unfair culture where third parties cannot always survive. Ubisoft has figured out somewhat how to survive.