INTERVIEW: DAWN PAINE & ANDY YATES, NINTENDO UK
In-depth
THE 3DS arrives just in time. For retailers and publishers, a new launch and all the associated excitement is much needed. For Nintendo, still riding a six- year wave of DS, it’s an expansion for its most successful platform. And for consumers, it’s quite the cultural touch-point.
3D has blossomed into something credible over the last 12 months, but, it hasn’t pushed fully into the mass market yet. There are some powerful stats in its favour – 50 per cent of the UK have apparently
16 March 4th 2011
There’s just three weeks to go until the first new console since 2006 – and the 3DS is already primed to be a big hit. Michael French sat down with Nintendo UK’s Dawn Paine and Andy Yates to talk launch marketing and retail excitement
seen a 3D movie, and Sky is expecting 150,000 subscribers to its 3D channel – but it’s still ripe for a defining moment. Something like a handheld games device that makes 3D more than a two-hour Box Office thrill, doesn’t need cumbersome glasses, and £1,000+ needed for a 3DTV. “After a few false dawns, 3D is finally about to come of age,” says Dawn Paine, marketing director at Nintendo UK. “We feel there are strong indicators around 3D moving
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The last time you saw a launch like this was the Wii. It’s a once-in- a-cycle moment.
Dawn Paine, Nintendo VISUAL TREAT
How is Nintendo ensuring its innovative device captures imaginations? By employing some
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towards a tipping point. Movies are a major force – six of the top ten 2010 films were in 3D – through to TV, where manufacturers are pushing new sets and Sky is very active with 3D content. But by taking a brand as mainstream as DS into an exciting technology area like 3D, we think that it is 3DS that can really make 3D mainstream globally.”
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