Gamasutra: The Art & Business of Making Gamesspacer
View All     RSS
April 25, 2017
arrowPress Releases

If you enjoy reading this site, you might also want to check out these UBM Tech sites:

Nintendo will launch new hardware in emerging markets next year
Nintendo will launch new hardware in emerging markets next year
May 8, 2014 | By Mike Rose

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 donít think we can just transfer that over onto a smartphone model."

"Our games such as Mario and Zelda are designed for our game machines so if we transfer them into smartphones as they are, customers wonít be satisfied," he added. "If customers arenít satisfied with the experience, it will decrease the value of our content."

Related Jobs

Sheffield Hallam University
Sheffield Hallam University — Sheffield, England, United Kingdom

Games Designer in Residence
Ninja Theory Ltd
Ninja Theory Ltd — Cambridge, England, United Kingdom

FX Artist
Square Enix Co., Ltd.
Square Enix Co., Ltd. — Tokyo, Japan

Experienced Game Developer
Vicarious Visions / Activision
Vicarious Visions / Activision — Albany, New York, United States

Lighting Artist – Destiny (Environment)

Loading Comments

loader image