TRADE LAUNCH GUIDE WHAT THE RETAILERS THINK…
Keith Sharpe, Games buyer,
Play.com
3DS is a fantastic piece
of kit. Nintendo has managed to produce a technically amazing machine, whilst keeping it simple to use and intuitive good fun. The 3DS camera works great, the games are awesome and it even pushes the boundaries of connectivity with StreetPass. We have really high hopes for it and judging by the level of pre- orders it will have a fantastic launch period.
Neil Ashurst, Head of UK Communications, GAME
We love the 3DS because it has something for everyone. Early adopters, the true tech-heads, will snap up one at launch as it is truly next-gen. Nintendo once again not only raises the bar but manages to completely change its direction. As for the games, the launch line- up includes big-hitters such as Street Fighter, Ridge Racer, Splinter Cell and PESto keep the core gamers happy, Nintendogsand Pilotwings Resortfor the loyal Nintendo fans and a plethora of other titles in- between to suit everyone else.
DS: THE STORY SO FAR
JANUARY 2004 – Nintendo DS was announced. Nintendo insisted it would act as a ‘third pillar’ alongside Game Boy Advance and GameCube.
MAY 2004 – The DS was fully unveiled at E3. And it worked. But boy was it ugly. Games on show included a new Mario 64.
NOVEMBER 2004– DS is released in the US and is looking a prettier than it did at E3. Japan’s launch was a week later, while us European
lot had to wait until March 2005. Although still dubbed a ‘third pillar’ it
www.mcvuk.com
would go on to eventually replace the Game Boy line.
APRIL 2005 – Nintendogsis released. The game goes on to sell well over 20m units worldwide. A 3DS sequel was a no- brainer.
JUNE 2006 – DS Lite is
released and it sure looked pretty. At the same time Brain
Trainingand New Super
Mario Brosarrived. To date DS Lite is the best selling DS in the UK, while Brain Trainingand NSMBare the best selling games.
DECEMBER 2006 – Cooking Mama arrived in Europe. It is the most successful third party DS game.
JUNE 2007 – Oscar-winning Hollywood star Nicole Kidman fronted the More Brain TrainingTV ads. Celebrities have been a feature of Nintendo’s campaigns ever since.
JULY 2007 – The first DS Pokémon games, Diamond and Pearl, reach UK retail.
NOVEMBER 2008– The quirky puzzle series Professor Layton and the Curious Villagefinally arrived in Europe. It spends 52 weeks in the Chart-Track Top 40 and spawned multiple sequels.
APRIL 2009 –
Nintendo refreshed the hardware with DSi. The new device boasted a camera and a download shop.
MARCH 2010 – Nintendo decided to supersize the DS to encourage co- gaming. DSi XL is born.
JUNE 2010 – Nintendo unveiled its next generation DS, 3DS, after announcing it in March. It’s got a glasses-less 3D screen, which meant everyone suddenly believed in magic.
FEBRUARY 2011 – 3DS is launched in Japan and sells out. The Euro launch is set for March 25th. Two weeks to go!
March 11th 2011 23
Andrew Thompson, Head of Games, Asda
I am really excited about
the fact that we have a new piece of hardware coming with a unique selling point and a brand new range of software and peripherals. The glasses-free 3D aspect of the machine will be enough to make 3DS a must have purchase for early adopters, backed up with a mouth-watering line up of software and a number of 3D applications that should ensure real longevity. The whole of retail will be hoping that 3DS is a similar sales phenomenon to Nintendo Wii in those early days, and that it brings much needed growth and innovation to the games market in 2011.
Simon Fox, HMV, CEO
I think Nintendo’s 3DS
is the most amazing bit of technology that will help take gaming to a new level. Its 3D features blew me away, and I’m sure it will prove one of the biggest global launches ever, which we are really look forward to supporting.
James Rowson, Purchasing Director, ShopTo
There’s a wi varied
launch period line-up that has something for everyone – from the gamer with Super Street Fighterto the family with Nintendogs. Our expectations based on early pre-orders are that it will have a really successful launch. In terms of ShopTo it is our fastest and largest pre-order campaign for a console in our history which gives you some idea of the scale of it for us. It will no doubt be the must have piece of kit at Christmas, too.
Gurdeep Hunjan, Games Manager, Sainsbury’s
3DS is one of the
most exciting launches we have been able to get behind in a long time. The great thing is the product resonates well with our customers and our colleagues. Our plans will be big for launch and hopefully for years ahead. Our expectations are high as pre- orders are going well, even with the challenging market conditions.
Phil Moore, Sales Director, Grainger Games
It’s very clear that the
3DS has taken handheld console gaming to new heights. Nintendo has used this iteration to push the boundaries of handheld gaming and supported it with a great range of core and mass market titles for launch and onwards, which gives retailers a great opportunity to engage with existing and new handheld customers. It’s great that there are so many triple-A franchises getting behind 3DS. Grainger Games is expecting this to appeal to our wide range of core and casual gaming customers, we are aiming to make it our biggest launch ever.
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