NEWS
RETAIL INTELLIGENCE Head to
www.mcvuk.com for daily market data and news. This week our Retail Biz section starts on p41
3DS poised to be 2011’s ‘landmark’ hardware hit
Nintendo already ‘deep’ into planning for eagerly awaited March launch – with no worries about rival mobile devices More details on hardware’s rollout expected early next year
by Michael French
BIG THINGS are expected for Nintendo’s highly- anticipated 3DS handheld when it arrives in March. The format-holder has
told MCVit reckons the device will represent another one of its ‘landmark’ hardware releases, thanks to innovative new features and 3D content.
3DS was first announced in March this year and officially unveiled at E3. Most importantly, the device is centered around 3D content – but unlike in
the cinema and on TV, the smaller-scale screens don’t need special glasses to be viewed.
Over 70 titles from a raft of first-party, third-party and independent studios were announced at E3, including major games brands such as Metal Gear and Resident Evil.
The device hits the UK in March after it launches in Japan on February 26th. Retailers tell MCVthey expect word on the exact date in January. “We’re really relishing one of those big landmark
“
CONSUMERS will snap up 3DTVs faster than when they upgraded to HD. That’s the message from SCEE president Andrew House who was responding to questions on when the tipping point will be for 3D in the home.
He says that 2011 will be a major year for 3D games, although he admits the economic climate has made the company cautious. “3D is going to be driven by building an ecosystem
4 December 17th 2010
that’s based around content, TV penetration, and so on,” House told MCV.
“In the UK you are seeing a strong push by broadcasters like Sky, who see enormous potential in 3D. Their track record in driving HD penetration was key. “But it is a technology shift against challenging economic circumstances for a lot of countries in Europe. So that is something that makes us pause a bit. “Rather than saying when the tipping point will be, I do think it will be a faster
The arrival of 3DS is going to be another once-in-a-cycle launch.
Dawn Paine, Nintendo
moments,” said Dawn Paine, UK marketing manager. “As you can imagine, we are deep in the planning and it is going to be another once-in-a-cycle launch.” And you can expect Nintendo to once again “do things differently” when it comes to the launch plans and marketing, she added – especially in a handheld market that has expanded to include smartphones. “The difference is that there are other brands
operating in that space – and we’re really excited about the positioning of the product and what it can achieve,” Paine said. “It’s the world’s first
mass-market, portable, 3D device, without glasses. Buried within that one sentence are some huge factors that will bring about big changes.
“It’s a great opportunity to explode 3D onto the wider marketplace.”
Sony: ‘3D uptake will be faster than HD’
European PlayStation chief predicts 3D gaming boom in 2011 ‘Sky will be key in driving widespread 3D adoption’ by Christopher Dring
Uncharted 3 could be a killer app in Sony’s 3D push next year
adoption than the shift from standard to high definition.” House also feels games have one of the biggest roles to play in driving 3D adoption: “I think the benefits of 3D is a lot more tangible
in an interactive experience. It is also the one 3D experience that is, to a great degree, not replicable outside of the home. “Our role is to act as a
pioneer, as evangelists and
to help developers get the right experience with 3D games. We’ve done some great groundwork and I think you’ll see 3D games come to fruition next year.” Sony is developing a string of big-budget 2011 PS3 games that use 3D, including Killzone 3, Motorstorm Apocalypse and Uncharted 3.
The latter was revealed at the US Spike Video Game Awards last weekend. Check out our full interview with House on page 37. Sony: 020 7859 5000
www.mcvuk.com
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