I still can't tell who Splatoon is aimed at.
Anyone who doesn't need an big M stamped on the front of their games. Nintendo are very inclusive with their games and the audience they target.
OT, I think the game has potential, and for sure I'm getting it really close to day 1, unless an overwhelming percentage of reviews say the game is absolutely terrible.
Personally, I don't think it matters if it's the best game ever made in the history of mankind, non-Nintendo fans have already written it off with the standard "kiddie" image that they for some reason can't stomach being associated with.
I don't think the first game is going to be a runaway success or a mad system pusher. I do think it's going to be a great long term investment for Nintendo. I'm pretty confident that it will be a well put together and polished game, and above all it's going to be fun. Those who actually play it will likely be very happy about playing it.
Of course, I can't speak of this with any certainty because I haven't so much as touched it, but looking at Nintendo's development track record, quality is not going to be the issue with this game.
At this stage, Nintendo could shit out a gold bar and the gaming community in general would have a small portion who loves it. And two larger portions who either:
A) Praise it for being high quality but won't buy it because it's Nintendo
B) Write it off as not being "Mature" and not buy it.
I'm just hoping that enough people will buy it and play it enough (assuming it's the awesome game it's being hyped up as being) and stay playing onine enough to make it worthwhile.
Hopefully Nintendo's next console addresses the marketing and popularity issues and we can get a runaway success with that.