Tokyo: Nintendo has weathered the global recession because of the popularity of its game machines and won’t be resorting to price cuts to boost sales, the company’s president said on Thursday.
Nintendo Co. president Satoru Iwata said consumers don’t hold back on spending on products that are high on their “wish list” like his company’s Wii home console or the new Nintendo DSi, the upgrade of the hit handheld machine.
“If products are similar, then people are going to look at which is cheaper,” he said. “We do not think our video game machines are that kind of product.”
He acknowledged he wasn’t ruling out a price cut in the longer run, but said none were in the works in the immediate future.
“It is more effective to work on how to become No. 1 on the wish list,” Iwata said.
The Japanese maker of Pokemon and Super Mario games has sold more than 50 million Wii consoles worldwide since late 2006, and more than 100 million Nintendo DS portable handheld game machines worldwide.
Iwata said the revamped DSi, which went on sale in late last year in Japan, and earlier this month in the US and Europe has also been a big hit. In the US, 300,000 DSi machines were sold in just two days, and another 300,000 were sold in Europe in two days, he said.
Compared to Sony Corp., which has long appealed to hard-core gamers with its PlayStation series, Nintendo has scored hits with easier-to-play games that attract newcomers to gaming, including the elderly.
Nintendo’s DS comes with a touch panel, making it possible to play some games without dealing with complex button-pushing.
The Wii game console has quickly become a smash hit, in large part due to its unique wireless controller. The wand-like controller is equipped with motion sensors that allow users to control game action by jabbing and swinging it through the air. Wii games, including “Wii Fit,” “Wii Play,” and “Mario Kart Wii,” have all become global best sellers.