[lmkg]

Having seen how other companies make the sausage, I can take a guess.

To Nintendo, marketing is not a "core" business function, so when the company was sorting out GDPR, no one invited them to the room and they didn't ask to be invited. When companies think about "what data do I have" they tend to get tunnel vision to their main business operations. I bet Nintendo has robust processes for their online gaming services. No one ever seems to think about the twenty dozen Google Analytics accounts they're all running, and a good fraction of them don't even think about their CRM systems.