February 14, 2006
Nintendo Strategy to Disrupt
A Nintendo representative outlines their strategy with the Revolution.
Nintendo’s counterpunch is disruption. We’ve determined that the videogame market is ripe for revival—and we’re looking to make it happen by reaching out to the millions of players still on the sidelines, including those over the age of 35.
Early moves have been promising. Nintendogs, a game that allows people to train virtual puppies, has doubled the typical percentage of female purchasers, selling 1.5 million copies in about four months. Not bad, given that Nintendo DS hardware is in 4 million hands. In Japan, a pair of games designed to refresh and renew brain activity won over millions of people who previously associated videogames only with their grandkids.
And we’ve pulled the wraps off a new game interface for our upcoming console, code-named Revolution, that will break down the barriers of complexity that bar newcomers from test driving our products, while featuring the most advanced gaming experience ever. We’re expanding our market by disrupting it.
