Guarding a Legacy: Nintendo’s Nostalgia-Driven Trademark Filing

Let’s close our eyes and travel back in time to play a game. We’re in a time before Xbox was released. But that’s not far enough. Let’s go back even before PlayStation got into town. Do you know who we had? It starts with an N.

Now we are holding a gaming controller. It has a familiar weight in our hands. We are rhythmically tapping “Select Start B A” – a nearly sacred sequence. If you haven’t caught on yet, we are playing on a Nintendo.

Back to our recent time, decades later, Nintendo is reminding us of the legendary sequence and bringing it back into the spotlight. It made a move to protect an iconic symbol that has inspired generations of gamers since the ’80s. It filed a trademark application for Nintendo Select Start B A – essentially guarding a legacy. Could we see a revival of Nintendo’s most iconic games?

The legacy that never left

The “Select Start B A” sequence isn’t just a random button combination – it’s muscle memory, a reflex, a portal to childhood. It’s the sound of a cartridge clicking into place, the feel of a stiff D-pad under your thumb, and the thrill of jumping into a pixelated adventure.

Nintendo first used this iconic sequence in commerce on September 30, 1985. But it wasn’t just about releasing a console – it was about launching a revolution. This was the era that turned living rooms into arcades, that made kids dream in 8-bit, that built the foundation for gaming as we know it. And the impact never faded. Even today, the NES controller remains a blueprint for modern gaming. The excitement around remakes and re-releases proves one thing: Nintendo’s past is just as powerful as its present.

The trademark filing: A legal shield or a foreshadowing?

The trademark application was filed on January 16, 2025, and is currently awaiting assignment to an examining attorney. The category? Class 009, which covers downloadable and recorded gaming software.

It’s not just nostalgia at play here. It’s strategy. The gaming industry is in the midst of a retro revival, and Nintendo knows it. By securing this trademark now, they’re doing more than just honoring the past – they’re protecting their future. This is about making sure that before third-party companies or counterfeiters get any ideas, Nintendo has already staked its claim.

A nostalgic rivalry: Nintendo vs. Sega in the retro race

 Nintendo isn’t the only one taking a step back to move forward - Sega has been making its own nostalgic plays, restoring classic games, and keeping its legacy alive.

And that’s where things get interesting. If Sega is reviving its classics and Nintendo is filing new trademarks, could we be looking at a full-fledged retro war? As fans clamor for remastered versions, companies are scrambling to lock down their catalogs before someone else profits from them.

In the ‘90s, Nintendo and Sega went head-to-head in a console war. Now, decades later, they might be at it again – this time, fighting over who gets to own the past.

What this could mean for Nintendo’s future

So what’s the endgame here? Could Nintendo be gearing up for a brand-new retro console? A digital service packed with classic NES games? Maybe even a modernized version of the iconic NES controller?

It’s not just about bringing back the old. It’s about making sure the past stays in Nintendo’s hands – and that the future continues to be shaped by the magic that made Nintendo a household name. If they don’t act, others will. This trademark isn’t just about nostalgia. It’s about control.

Pressing "Start" on a new era of nostalgia

We started this journey by going back in time, but Nintendo isn’t just looking backward – it’s making a move that could shape gaming’s future. With this trademark, the company is solidifying its ownership of nostalgia, protecting an iconic symbol, and possibly preparing to breathe new life into its classics.

But the real question is – what’s next? Will we be holding a new Nintendo controller, once again pressing “Select Start B A” to begin a new era of retro gaming?