Nintendo is gearing-up for the launch this year of a new version of its DS handheld games machine that will play games in 3D but without the need for special glasses.
The machine will allow Nintendo to relaunch many of its bestselling titles – such as Mario, Zelda and Pokémon – in 3D but without losing its reputation for selling products at “family friendly” prices.
Nintendo’s move into 3D echoes similar gambits by other Japanese consumer electronics companies, which see the emergence of 3D technology as a way to reignite some excitement in home electronics and revive their pricing power in markets where South Korean and Chinese manufacturers have killed margins.
In keeping with its traditional secrecy on product launches, Nintendo offered neither the dates nor specifications of the new 3D DS. It is expected to include motion-sensitive technology to allow players to control games by tilting the machine.
Some analysts were disappointed that Nintendo’s move into 3D did not begin with the Wii console – many had been hoping that Nintendo was on the verge of announcing a second generation of Wii with more processing power and better definition on large screens.
The company’s low-powered machine is starting to look weak compared with Sony’s PS3 and Microsoft’s Xbox 360.
The Nintendo move is believed to be a bid to pre-empt a similar development by Apple and other consumer electronics companies looking at ways of bringing games "out of the screen".
Although it has consistently downplayed the significance of the iPhone, Nintendo is increasingly worried that its 30-year dominance of hand-held games may be under threat.
The new Nintendo device, which will be unveiled in June at the annual E3 video game trade show in Los Angeles, is the fifth generation of the portable DS console – a machine that has sold millions but which is now suffering from a sharp decline in software sales.
The historic strength of Nintendo has been to attract “casual” gamers to its products – something it used to do via a constant flow of quirky new games titles and innovative ideas. That side of the market has now been disrupted by the arrival of the iPhone.
The Apple device gives games developers a similar platform to experiment with new ideas and, through iTunes, let them monetise their games more quickly. Unlike the mainstream games market, the iPhone also gives games developers the chance to sell their wares in an environment that is not beholden to complex launch calendars and market cycles.
Games analysts expressed concern that despite the massive global success of the Wii and DS consoles, Nintendo was at risk of making significant strategic errors.
Nintendo had grown up in an era where it could lead the way with both hardware and software, said Atul Goyal, a technology analyst for the brokerage CLSA, but the commoditisation of consumer electronics meant that the Japanese company should be focusing more tightly on its unique skills – producing “must have” games.
"Nintendo could unlock so much more value if it took its games development skills off its own platform, but there is no evidence they are even looking into that,” Mr Goyal said.
The machine will allow Nintendo to relaunch many of its bestselling titles – such as Mario, Zelda and Pokémon – in 3D but without losing its reputation for selling products at “family friendly” prices.
Nintendo’s move into 3D echoes similar gambits by other Japanese consumer electronics companies, which see the emergence of 3D technology as a way to reignite some excitement in home electronics and revive their pricing power in markets where South Korean and Chinese manufacturers have killed margins.
In keeping with its traditional secrecy on product launches, Nintendo offered neither the dates nor specifications of the new 3D DS. It is expected to include motion-sensitive technology to allow players to control games by tilting the machine.
Some analysts were disappointed that Nintendo’s move into 3D did not begin with the Wii console – many had been hoping that Nintendo was on the verge of announcing a second generation of Wii with more processing power and better definition on large screens.
The company’s low-powered machine is starting to look weak compared with Sony’s PS3 and Microsoft’s Xbox 360.
The Nintendo move is believed to be a bid to pre-empt a similar development by Apple and other consumer electronics companies looking at ways of bringing games "out of the screen".
Although it has consistently downplayed the significance of the iPhone, Nintendo is increasingly worried that its 30-year dominance of hand-held games may be under threat.
The new Nintendo device, which will be unveiled in June at the annual E3 video game trade show in Los Angeles, is the fifth generation of the portable DS console – a machine that has sold millions but which is now suffering from a sharp decline in software sales.
The historic strength of Nintendo has been to attract “casual” gamers to its products – something it used to do via a constant flow of quirky new games titles and innovative ideas. That side of the market has now been disrupted by the arrival of the iPhone.
The Apple device gives games developers a similar platform to experiment with new ideas and, through iTunes, let them monetise their games more quickly. Unlike the mainstream games market, the iPhone also gives games developers the chance to sell their wares in an environment that is not beholden to complex launch calendars and market cycles.
Games analysts expressed concern that despite the massive global success of the Wii and DS consoles, Nintendo was at risk of making significant strategic errors.
Nintendo had grown up in an era where it could lead the way with both hardware and software, said Atul Goyal, a technology analyst for the brokerage CLSA, but the commoditisation of consumer electronics meant that the Japanese company should be focusing more tightly on its unique skills – producing “must have” games.
"Nintendo could unlock so much more value if it took its games development skills off its own platform, but there is no evidence they are even looking into that,” Mr Goyal said.
Summary
Have you just bought a Nintendo DS console for your son/daughter? Too bad, wasted money. Nintendo has invented a new console: the Nintendo 3D DS. With this innovative handheld console you can play games in 3D without wearing special glasses.
The new machine makes it possible for Nintendo to relaunch many of their bestselling games such as Mario and Pokemon.
The 3D technology is a way to create a new atmosphere in a livingroom.
As expected, Nintendo will not reveal any productspecifications yet but the new 3D DS will include a motion-sensitive technology which allows players to control games by tilting the machine.
Many people thought that Nintendo would introduce the 3D technology together with a new Wii-device but they surprised us all by introducing the technology among with the new DS.
Nintendo had to do something because the Wii started to look weak compared with the PS3 and the Xbox360.
The 3D technology is just new, so it's still in their babyshoes but in the future other companies will also come up with a new device to play games "out of the screen".
The new Nintendo 3D DS will be unveiled at the E3 video game trade show in June in Los Angeles.
Nintendo's biggest strength is that they attract the casual gamers to its products and always come up with a new and innovative game. At this moment, Apple is the biggest competitor.
What the price will be for this new device isn't clear yet.
Personal opinion
I've already seen some promotion movies and for me 3D gaming is "the end". Really magnificent.
I can say that I've played a lot of games and they all got bored after a while so 3D gaming is a new challenge for me and so many other gamers. I think the new console will be sold out in no time and Nintendo will gain a big market share.
The most wonderful thing for me is the relaunch of Mario. When I was a child I loved that game and all I wanted to do was playing the mario games so I'm about to relive my childhood.
I always wondered if it was possible to make games in 3D. Nowadays I guess everything is possible ! I like this topic because I’ve always been interested in games. If Nintendo is going to launch this product, a new dimension in the gaming world will be opened. I know for sure this is just the beginning. Competition will be hard, Sony and Microsoft will soon get in the game trying to be the best once again ! But no complaining, this is also good news for gamers ! I’m looking forward to it.
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