The Cards That Built Nintendo

Imagine Kyoto, Japan, in 1889. The streets are alive with the sounds of a city balancing tradition and progress. Merchants call out their wares, children run through narrow alleys, and in a quiet workshop, Fusajiro Yamauchi focuses on his craft. His hands move with precision as he paints detailed designs on small, sturdy cards. These cards, called?hanafuda, are more than just a game. They are a celebration of artistry, culture, and the joy of play.

Why would anyone devote themselves to making these cards? The answer lies in Japan’s history. Years earlier, gambling had been banned across the country. This meant many kinds of playing cards disappeared overnight.?Hanafuda, however, was a clever exception. These cards combined strategy and chance in ways that avoided the gambling laws while still offering excitement. Families used them to share laughter at gatherings, while friends played them to pass the time.

But there was another side to?hanafuda. Its connection to gambling drew the attention of the yakuza, Japan’s organized crime syndicates. Gambling was a major source of revenue for these groups, and?hanafuda?became a staple in their underground casinos. While Yamauchi’s cards were legal, their association with criminal activities caused shopkeepers to hesitate. Selling?hanafuda?might bring unwanted attention from both the authorities and the yakuza. Yamauchi, however, did not let this stigma deter him. He believed in the value of his craft and persisted, building Nintendo Karuta into the leading manufacturer of?hanafuda?in Japan. Imagine the determination it took to succeed in a business so closely linked to controversy.

The name Nintendo is often thought to mean “leave luck to heaven.” Some believe it also means “the temple of free?hanafuda.” Either way, the name reflected the spirit of play that defined the company. Over time, Nintendo expanded its reach. By the 1950s, Western-style playing cards were gaining popularity, and Nintendo saw an opportunity to appeal to new audiences. The company partnered with Disney to create cards featuring characters like Mickey Mouse and Donald Duck. Children loved them, and soon the cards were flying off shelves. Nintendo became a household name, synonymous with fun and creativity.

But no success lasts forever. By the 1960s, fewer people were playing?hanafuda?and traditional cards. Pachinko and other forms of entertainment were taking their place. Nintendo had to adapt. The company tried its hand at new ventures, including instant rice, taxi services, and even love hotels, catering to Japan’s burgeoning hospitality industry. The love hotel industry was to rent rooms by the hour for romantic encounters at the time love hotels were a popular and lucrative business in Japan however Nintendo's foray into the love hotel industry was short-lived and ultimately unsuccessful the company quickly realized that the hotel business was not a good fit for their brand. None of these experiments succeeded, but they revealed something important. Nintendo was not afraid to take risks and explore new possibilities.

Through it all, the spirit of play remained at the heart of Nintendo’s story. Cards, after all, are not just games. They are tools for connection. They bring people together, whether to share a laugh or test their skills. Games like?hanafuda?sharpen the mind, teach strategy, and remind us to embrace chance. Psychologists often note how play strengthens relationships and nurtures creativity, both of which Nintendo embodied from its earliest days.

As the 1970s approached, Nintendo began experimenting with electronic toys. This was the first step toward the company’s transformation into a global leader in video games. Even so, the essence of what Yamauchi built in 1889 remained unchanged. The artistry, the courage to adapt, and the belief in the power of play still define Nintendo today.

Hanafuda?cards bearing the Nintendo name are still sold, some featuring Mario and other beloved characters. These cards are a link to the company’s origins, a reminder that even the smallest games can inspire something great. The next time you hold a game controller or sit down to play, think of that workshop in Kyoto. Remember the care and creativity that turned simple cards into a global legacy. That is the story of Nintendo’s beginning, and it is far from over.

Stay tuned for the next chapter of Play, Compete, Connect: The Stories and History Behind Video Games and Esports.