Nintendo president Satoru Iwata has told Bloomberg
that his company plans to launch new video game devices in emerging markets, starting from next year.
These new game machines will be specifically designed for these markets, says Iwata, and will not be released globally. This is instead of selling versions of its existing devices, such as the Wii U and 3DS, in emerging markets.
"We want to make new things, with new thinking rather than a cheaper version of what we currently have," he explained. "The product and price balance must be made from scratch."
One such market will include China, says Iwata, and Nintendo has been studying the new video game regulations regarding entry into China. Microsoft has already made a move on China,
announcing the impending launch of the Xbox One in the country.
But Iwata says this approach will not work for Nintendo. Speaking to Reuters, he noted
, "It would be difficult to enter those markets if we didn't create something new... For the mass market you need to provide something that most of the middle class can afford."
"We think the Chinese market has a lot of potential... For us, Microsoft's approach wouldn't work."
"We think the Chinese market has a lot of potential, but I don't think the lifting of the ban has solved all of the difficulties in entering it," he added. "We need to study it more. For us, Microsoft's approach wouldn't work."
Iwata also touched on why Nintendo is yet to enter the mobile games market, stating, "The smartphone market is probably more competitive than the console business. We have had a console business for 30 years, and I don’t think we can just transfer that over onto a smartphone model."
"Our games such as Mario
are designed for our game machines so if we transfer them into smartphones as they are, customers won’t be satisfied," he added. "If customers aren’t satisfied with the experience, it will decrease the value of our content."