it's better than before

No way they would waste their time pushing a slogan that will only active for the twilight year of their dying handheld. This is the NX Slogan. They're just debuting it early.

For some reason.

The only thing of note about that slogan is your nostalgia for it.

I actually like it, but it doesn't make much sense. "There's no play like it", definitely sounds like it was decided in Japan, not by the NoA. Let's be real here. It sounds exactly like a Japanese translation to English, with zero consideration to conjunctions, prepositions, or pronouns.

its a play on "there's no place like it" so it makes sense when taking that into consideration.

Before I disagree with you, I just want to point out how well thought out I think your criticism is. I think it's off, but I think it comes from a place of intelligence, which I appreciate.

The message is conveying "look at us, we are different." That is Nintendo's single most marketable quality. That's their secret weapon on everything. On their most failing systems, that is what saves them from selling absolutely nothing. Like I said before, all of Sony's slogans can be exploited. PS4 isn't that great, PS+ is not "for the players," and it being the "best place to play" is debatable. That's not to say Sony's slogans are bad, they are great, but so is Nintendo's with this.

I think Nintendo is pretty clear on who they want to appeal to: Everyone. There issue isn't their target - it's their execution. They want to appeal to everyone but they don't provide the software to appeal to everyone. "There's No Play Like It" is a jack-off-all trades slogan that can appeal to anyone. They just need to have the software to appeal to everyone. And I mean exclusive software.

Also, this is less obvious, but the jingle that plays seems, to me, to be very intentionally kiddy. Don't expect it to sound like that on games appealing to different demographics. It'll likely change. Slogans to this all the time. The melody will stay the same, but the instuments will change to fit the tone of the advert it's accompanying. So don't expect woodwinds on the "There's No Play Like It" Bayonetta 3 advert, for example.

LMAO! Fair point. I actually never even came to that connection. My intitial and current raction is  that this is a Japanese as it can get xD

Thank you for your kind words, I don't comment very often here, but it's always nice to have a civil and constructive conversation with someone. I also appreciate your comments. Even if I don't always agree with what you say, I think your thoughts are very lucid and clever. 

Having said that, I think I didn't explained myself properly before. I agree that Nintendo strenght is their difference and uniqueness and that they should market that. I'm not even talking about exploiting slogans, you can do it with everything so it isn't much of a problem. It's that "There's no play like it" doesn't sound right to me, it has a bad ring if you are saying it out loud. Something like "Unique play. Unique fun" for example conveys Nintendo's special flavour in a simple way while being somewhat a stronger message. I don't know if I'm explaining myself in a good way, I apologise if I don't. 

About Nintendo's target, I think "everyone" is too wide and broad, how do you appeal "everyone"? They should start with a specific target and then eventually exapand their audience. I bet Sony too wants to appeal to everyone, but they started with a really focused target (the "hardcore" gamers) and then, thanks to goodwill, word of mouth and good press, they expanded their offerings to a much "casual" audience. I think that a bad execution is directly linked to a lack of focus towards the target. If you don't have a clear direction it's difficult to have good results. 

I must say that I still didn't hear the jingle, I an at work now and I can't turn the audio on! But yeah, you can always change a jingle, it doesn't really change the slogan message.

lol.