Nintendo Will Not Follow Microsoft’s Example in China

Nintendo president and CEO Satoru Iwata sat down with Reuters today for an interview, and revealed that Nintendo has plans for new hardware and software for “emerging markets” over the next two years. This strategic plan to unspecified areas of the globe is meant to take advantage of the rising middle class—perhaps places like China, or India.

However, Iwata has said that the new console they’re planning for will be something entirely different from the Wii U or 3DS:

“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.”

He continued to explain that the new products will be directly aimed at “consumers with lower incomes and less gaming experience than those in developed countries.” Certainly it’s a strategy that Nintendo should be willing to take a chance on, considering the ongoing struggle of their main console, the Wii U.

However, Iwata stated that Nintendo has no intention of following Microsoft’s example. After China’s recent lifting of the game console ban, Microsoft announced it would release the Xbox One through a Chinese affiliate. Nintendo has other plans, says Iwata:

“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. We need to study it more… For us, Microsoft’s approach wouldn’t work.”

Certainly it will be quite the effort and task to release games and consoles in China, though it may be a relief to fans and investors to see the company carefully consider the best way to break into the vastly different atmosphere of the Chinese marketplace.


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Author: Dave View all posts by
Dave will tell you that he likes to play video games, this is in fact a lie. What he really likes to do is buy games, and leaving them sitting unopened on his shelf. He is a monster.

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