Nintendo to launch new system...

[MikeHunt]

Nintendo Set to Launch New Game System

Fri Nov 12, 4:27 PM ET

By ALLISON LINN, AP Business Writer

SEATTLE - Nintendo (news - web sites) Co. is set to launch Nintendo DS, the latest of its wallet-sized game systems designed to slip easily into your backpack and encourage procrastination wherever you may roam.

The Japanese company has already built up a following with its popular handheld Game Boy systems, but those appealed mainly to kids. Now, Nintendo is hoping the new gadget's sleeker design, more adult games and risque ad campaign will draw teens and young men.

That would open up a sizable set of new customers and potentially give it an edge over rival Sony Corp (NYSE:SNE - news) (news - web sites)., which plans its own handheld offering in coming months.

The lightweight, silver DS makes big advances over the last version of its Game Boy.

A two-screen display means more sophisticated game play: Players can see their direct surroundings on the top screen, for example, but look at an overall map on the lower screen, which also doubles as a touch pad to permit more precise controls.

Using a free wireless connection, gamers can also challenge others who are within 150 feet. More advanced games taking advantage of Wi-Fi are promised soon, allowing rivals to battle it out over the Internet.

Though Nintendo has long had success with its portable game players, analyst say Sony, with its popular PlayStation game console, historically has had more appeal with teens and young adults.

"Sony has a huge amount of brand cachet and they know how to market cool," said Schelley Olhava, an analyst with IDC.

Nintendo is clearly trying to match that with a $40 million sex-themed ad campaign aimed at young men and centered around the theme "touching is good." The brashness of the campaign surprised some analysts.

"This is very untraditional for Nintendo to be aggressive ... but I think at this point it's needed," said P.J. McNealy, an analyst with American Technology Research.

Olhava said the company also is signaling its efforts to snag older gamers through the roster of DS games to be available within months of launch.

The new system comes with the futuristic shoot 'em up game "Metroid Prime Hunters: First Hunt." Other offerings will include "Tiger Woods PGA Tour," "Madden NFL 2005" and "The Urbz: Sims in the City." Olhava believes these titles will be more interesting to older players than "Pokeman" and other games for which Nintendo is traditionally known.

Even Nintendo's "Super Mario 64 DS," featuring the classic Mario character, may be popular with older gamers because of the nostalgia factor, Olhava said.

Although the company's prime target is a 17-year-old, it won't neglect its loyal young audience, said George Harrison, Nintendo of America's senior vice president of marketing. One feature likely to appeal more to kids is PictoChat, a system for sending messages and pictures to one another through the wireless connection.

"I think to be successful we need to appeal very broadly," Harrison said.

The company also wants to draw in less typical gamers, he said, although it has no immediate plans for ads targeting women or people older than their mid-20s.

The $150 Nintendo DS launches in the United States Nov. 21 — hoping to take advantage of the post-Thanksgiving holiday shopping craze — and will be in stores in Japan 10 days later. Some stores are already taking pre-orders.

The company aims to ship 1 million Nintendo DS units to North America by year's end, with 2 million expected by next spring.

Sony's PlayStation Portable, or PSP, goes on sale in Japan on Dec. 12 for about $190 and will also be able to play music and movies. The company has yet to announce pricing or availability in the United States.

Rather than one besting the other, Olhava said, both systems might find their own core audience in the near term.

"This is one of those things," she said, "where there might not be a clear-cut winner for long, long time."

[serrebi101]

the ds is a stupid idea. It has a tuch screen, the psp is better IMO

[Ne007]

How many handhelds can they put out? Gheez.

[hawkburn]

So they're trying to target me? well they lost.. I will be reserving my PSP and then getting it and leaving the DS for the 3rd graders.

[rebirth]

Gimme PSP over DS any day. No thanks. My days of used-to-be-cartridge-based gaming ended with the first GameBoy. Sony r00lz!

[Mels_Smileys45]

From what Ive seen on TechTV at E3 most people feel in love with the PSP. I think Nintindo is about to have a race in the hand held area. Its hard to over look their almost 20 year rule though. They do know how to maket a hand held no doubt. I'm off to play my Virtua Boy! Yes I still have one and it still works fine. Makes my mind throb but its still cool to have around.

[wingnut2600]

I will be buying a DS... the PSP has swell specs and such, but I would prefer new, innovative games using a completely new interface (as well as the tired, old one) and the ability to play them for an extended period over the size of my virtual technology cock.

[bmc152003]

hmm im torn between ds and psp but im leaning towards psp, but i dont want to but it cuz i dont know if it will take off at all. but the ds could flop too..... ill just give it some time

[SanDiegoKid]

C'mon, how many games can use that stupid gimmick of a 2nd screen? Oooo look I now I can see my stupid map/inventory/ball sack on the 2nd screen. That somehow makes up for ANOTHER Mario game.

To be honest, I'll probably buy one... but I'll play my PSP 9 times out of 10.

I bought a GameCube for the exclusive games and it pretty much collects dust. Last game I bought for it was Rogue Squadron III. Pssh.. Nintendo. Screw 'em/ Screw 'em right in the ear.

[broadwayrock]

You probably have to recharge the psp 9 times out of every charge on a DS.

Sony seems to have a great machine on paper, But with storys of very poor battery life and them forcing game developers to cap the frame rates/graphic specs of games because the drain of battery life it doesnt seem to good for them.

Unless they plan of doing a microsoft with the psp: sell the unit very cheap, lose a lot of profit on each unit sold and hope game sales will bring the money in.

Its the games that count at the end of the day and with sony barely having a handfull of finished games in their hands because of restrictions they put on game developers, they seem to face a tough challenge:

Orders for the DS in Japan appear to be better than gameboy advance SP.

[MoonMan]

I'd like to get both, though the DS is on the top of my list. It just seems really cool.

[.:sp00ky:.]

Mario party 10 anyone?


i love how nintendo fans alway have 1 line to prove how better nintendo are "innovative games and new ideas"
I can imagine a nintendo meeting
ok we need a new game
ermm how about a racing game
with mario?
yeah
nagh already done that 3 times
platformer?
done it 100times
fighting
done it 2times(badly)
.........
mario party 10?
GREAT IDEA!!!!


and they wonder why their consoles sell like rotting cheese.

[nasrules]

The DS is fugly. It looks like something a 6 year-old would buy as a pretend computer.

[mountain_rage]

As someone else pointed out the psp is a horribly designed machine. Battery life has been estimated at 6 hours but many videogame sites and such have been claiming it can be as bad as 3 hours. This is the only flaw I could personally see with there system. It has long been known that nintendo has staid with catridge based because it takes up alot less power and allows for much better battery life. Anyone remember gamegear. It had that cool factor and everything but as soon as people started using them it flopped because the battery life sucked. The only problem i see is many people seem to not care about the crap sony sells them. I had so many friends buy a 2nd ps2 because the first one broke within 2 years, yet they didnt seem too angered by it. Sony is a marketing whore just like microsoft. Cant hold it against them just with people would get some brains. Il admit the ds 2nd screen does seem gimicky but at least the battery will last long enough for a trip or plane ride.

[SanDiegoKid]

Yeah, I read about the battery life problem, and I'll sure be sorry for buying one when I take that long road trip on foot.

I'm not a Nintendo hater, hell I grew up on Nintendo. I just wish Nintendo would grow up with ME and stop with the gimmicks. Take Gamecube: wow, it looks like a cube. The discs are small and cute. So small and cute in fact, that any game of appreciable length has to be on two small and cute discs. Whoa! GBA connectivity! Now if I want to get their sub par version of Splinter Cell I can see my inventory INSTANTLY! Wowzers!

GBA is their only saving grace in my world. I love GBA... and you know what, I'll probably love the DS, gimmicks and all.

I hate you, Mario.