In a move to tackle the rising problem of gaming console reselling - specifically the Nintendo Switch2 - businesses in Japan are delving into innovative measures aimed at preventing resellers from unfair profiteering. The shift came after the increased demand for gaming consoles due to the current pandemic and has led companies to any lengths - from implementing lottery systems to establishing strict one-console-per-customer rules - to ensure fairness in the distribution of this popular device.

In Japan, the issue of console resale is provoked by high demand and limited supply, especially in periods like the Pantemic when home-based entertainment became a higher priority. The Japanese public generally favors fair trading practices. Therefore, they appreciate the measures being taken to prevent reselling which is considered unethical and unscrupulous as it leaves many eager customers unable to get access to the consoles.

In regions like the US and EU, much of the focus to solve reselling has not been directed at retailers but rather at policymakers. For example, in the UK, there is a push to outlaw the reselling of consoles and computer components at prices largely above MSRP (Manufacturer's Suggested Retail Price).