Nintendo: Phones And Tablets Aren't Games Devices

UK PR director bullish about 3DS' forthcoming Christmas war against mobile

Nintendo UK's marketing and PR director Shelly Pearce has spoken to MCV about the upcoming war for wallets this Christmas, and has stated that the company is confident that its 'true' gaming systems will hold their own against devices like smartphones and tablets.

When asked about the impact of mobile gaming on Nintendo's business, Pearce replied:

They are very different devices – we make dedicated video games consoles, those other devices out there aren’t games devices. And we believe in our products, that’s the key thing. We have absolute confidence in how we deliver. We know people enjoy the hardware we make and the games for it – that’s what Nintendo is all about. Other devices aren’t necessarily good for games.

As if to prove just how strongly Nintendo UK feel about their chances of success this Christmas, Pearce outlined the bold plans for marketing this holiday season:

We are spending significantly this Christmas – it is in peak season where 3DS will come into its own. There is lots of excitement about our new console hardware, of course, but from a retail point of view a lot of dollars are going into tills this year thanks to our handhelds.

We want 3DS to be up there as the No.1 Xmas gift for kids, and have campaigns ready to engage children, reassure parents, reach female gamers, and tempt older players back into games. We’re targeting DS owners and non-upgraders who have held out for a new Layton – which has a massive audience amongst over 45-year-olds – to convince them to try 3DS.


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