Japanese game maker Nintendo Co will launch a new and inexpensive
handheld gaming device and offer a $50 price cut for its 32GB Wii U
console in North America and Europe this holiday season in a bid to
reverse weak sales and woo gamers back to its offerings.
"2DS" and priced at $129.99, the new addition to Nintendo's 3DS range
will go on sale on October 12 and play 3DS and DS games with 2D
graphics, as its name suggests.
Known for games with much-loved
characters like "Mario" and "Zelda," Nintendo has been facing stiff
competition from inexpensive or free mobile games on tablets and
smartphones. This reflects an industry-wide trend where mobile games are
eating into the market share of consoles and handheld devices.
the "2DS," Nintendo hopes to attract new entrants in the handheld space
who have not been able to afford variants of its 3DS systems, priced at
$169.99 and $199.99, Reggie Fils-Aime, president of Nintendo of America
said in an interview.
Some industry analysts have criticized
Nintendo for not taking advantage of the rapid growth of games on iOS
and Android mobile devices by keeping its game franchises limited to its
own systems. Nintendo executives have said they believe that letting
its other popular game characters like "Mario" roam on mobile devices
would impair the company's hardware business in the long term.
introducing the "2DS," Nintendo is going after "not just consumers who
have necessarily a phone or tablet," and want a taste of Nintendo's game
fare, "but all consumers, especially younger consumers," File-Aime
The "2DS "release will coincide with the launch of Nintendo's kids role-playing game "Pokemon X and Y."
prospects have dimmed since the launch of the Wii U console last
November. After posting tepid sales -3.6 million Wii U units sold since
launch to June 30 compared to 9.3 million units of its successor, the
Wii - the game maker aims to sell 9 million consoles by next March by
offering new games and reducing its price.
To boost Wii U sales,
the company will sell its 32GB deluxe version for $299.99, down from
$349.99 starting September 20, Fils-Aime said.
The eight month-old
Wii U will face fierce competition from Sony Corp's PlayStation 4,
priced at $399, and Microsoft Corp's Xbox One, priced at $499, which
will hit store shelves in November. Both next-generation systems will
come with cloud gaming technology that lets players stream games from
remote servers and carry a host of exclusive games.
has also timed the release of games like "The Legend of Zelda: The Wind
Waker HD" and "Super Mario 3D World" to reinforce its Wii U console,
Fils-Aime said. Third-party titles include "Call Of Duty: Ghosts" by
Activision Blizzard and "Assassin's Creed IV:Black Flag" by Ubisoft that
will be released this holiday season.
"It's going to be these
launches that are going to drive the (Wii U) business forward and we're
certainly going to do a lot of marketing activity behind the price
decline," Fils-Aime said.
Analysts say the three-decade-old
Nintendo has an uphill climb as competitors like up-and-coming GungHo
Online Entertainment post millions in sales per day with just one mobile
title called "Puzzles & Dragons."
"One of our benefits is
that our products tend to sell well over time versus this spike up and
go away type of sales curve that other companies may have," Fils-Aime
© Thomson Reuters 2013