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Nintendo Looks to Put the We in Wii

Boot Camp feature for Wednesday, November 29, 2006

Nintendo looks to put the we in Wii. Bloomberg Boot Camp, a report on today's technology. Nintendo has had a loyal base of fans for titles like Zelda and Mario....but its new game console, the Wii, is aimed at expanding the base of people who play video games. The company has had success doing that with the Brain Age title for the DS handheld. And Nintendo of America President Reggie Fils-Aime says the company is spending 200 million dollars on a marketing campaign for the Wii. The strategy...

"Our marketing is targeted against both parts of our target. So for the masses we're broadcasting with mass TV, large levels of print, going after that broad audience, that consumer that's over thirty years old. For the younger consumer, we're focusing on the Internet. Things like YouTube, Zanga, all of the different types of social network sites that really speak to that type of audience. We're doing both. And that's why we're putting a very significant of spend behind the launch of Wii."

Nintendo came in third place in the last console generation battle...behind Sony and Microsoft. What would make the company happy this time out?

"Our focus is this... we fully expect to sell all four million units that we'll put into the marketplace on a worldwide basis between now and December 31st. All of that will sell through retail. That will make us very happy. We expect our tie ratios to be quite strong, meaning the number of software titles sold per home console. We think we're going to sell about 3 to 4 games per console. That will make us very happy."

Nintendo's Reggie Fils-Aime. Bloomberg Boot Camp, I'm Fred Fishkin.