CEO Satoru Iwata said “Some people put their money on the screen, but we decided to spend ours on the gaming experience. The console’s innovative, intuitive controller makes video game playing so simple that my two-year old son can play the baseball game (admittedly not particularly well). While Microsoft (who makes the Xbox 360) and Sony (who makes the Playstation 3) are locked in an arm’s race to provide cutting-edge game play to demanding customers, Nintendo is trying to reach new customers.Īrguably Nintendo’s first breakthrough success with this market expansion strategy was “Brain Age.” The handheld game targeted Baby Boomers who wanted an easy way to combat the effects of aging on their mental acuity–hardly the typical gamer market! Nintendo’s strategy has long been one of our favorites. version of “Wii Fit.” All signs suggest that Nintendo’s strategy of “competing against nonconsumption” will continue to thrive. In May, Nintendo will seek to expand its successful strategy of expanding the video game market by launching the U.S.
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