Once upon a time, certain stores resembled vibrant nightclubs just before midnight, filled with eager gamers buzzing about the latest releases inside. If you stroll past a Smyths toy store on June 4th, prepare to step back in time as excited teens and 20-somethings gather to snag their Nintendo Switch 2—potentially the biggest console launch since 2020.

Interestingly, the queues this time around might be scarce. The once-thriving midnight launch culture began to dwindle a decade ago as digital purchases surged in popularity, allowing gamers to start playing games without ever leaving their homes.

This year, Smyths stands alone in the UK for midnight sales, while in the U.S., only Best Buy and select Nintendo stores in San Francisco and New York have confirmed late-night openings. This marks a stark contrast to the 2000s and early 2010s when console launches rivaled blockbuster movie premieres.

Back then, monumental events like Microsoft's launch of Halo 3 featured actors dressed as iconic characters, and even Bill Gates made a surprise appearance at Best Buy in Seattle. In the UK, exuberant launch parties for titles like Call of Duty Ghosts employed dramatic tactics like hiring drill sergeants to engage the crowds.

Greg Weller, former UK marketing manager for Bethesda, reminisces about extravagant Skyrim launches that turned Game’s flagship store into a winter wonderland with snow machines and cosplay competitions. These events fostered a sense of community, allowing gamers to share in the thrill of anticipation.

Console launches weren’t just about the games; they were cultural phenomena that generated buzz and camaraderie among fans. Rich Thompson, now a developer, recalls how midnight openings brought a sense of belonging for gamers who once felt ostracized. The energy was electric, with local stores buzzing with music, excitement, and camaraderie.

However, it wasn't all fun. Midnight releases sometimes attracted unruly crowds, leading to chaos and even violence. Stories linger of fights breaking out and incidents like the tragic shooting at a PlayStation 3 launch in Connecticut, which led to police enforcing restrictions on such events in London.

With the advent of digital sales and competition from online giants like Amazon, the landscape has changed dramatically. Once boasting over 600 stores, Game now operates around 240 branches, and physical game sales in the UK plummeted by 35% last year.

Could the Nintendo Switch 2 launch signal a revival of in-person excitement? We're seeing hints of a resurgence in physical media, with boutique publishers crafting stunning editions and the rise of retro arcades. The unique thrill of attending launch events, complete with social interaction and communal fun, can't easily be replicated online.

Thompson reflects on his own experience, recalling how he persuaded his dad to take him to an Xbox launch, where an unexpected party atmosphere transformed the night. "There was energy, joy, and a sense of camaraderie that made waiting in line for a console unforgettable." As the Nintendo Switch 2 approaches, the gaming world holds its breath—will it breathe new life into midnight launches or are they destined to be a nostalgic memory?