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Nintendo's Wii the Star of E3

Boot Camp feature for Friday, July 20, 2007

Nintendo's Wii was the star at E3. Bloomberg Boot Camp, a report on today's technology. The Wii game console from Nintendo has been outselling the more expensive, higher powered game machines from Microsoft and Sony ever since it hit the market last November. The Wii is still in short supply…..and the company, at the E3 trade show this month….made announcements that may help Nintendo keep its edge over the competition. Nintendo of America President Reggie Fils-Aime….says a new Wii Fit pad will enable aerobic exercise games and more….

"Here's software that allows you to do exercises and activities in a fun, evolving way, that if you do them, certainly you'll be able to improve your overall fitness level. And we think that kind of activity certainly will get more and more consumers into video games."

Nintendo's strategy of creating a game system that appeals to a wider group of people…than traditional, hard core gamers...has been paying off. And competitors are talking about broadening their scopes as well…

" As our strategy is played out, both for the Wii as well as for the Nintendo DS, our competitors and truly the entire industry see that our strategy is working. That's why EA is now talking more and more about casual gaming and getting more serious about it. That's why both of our competitors are talking about it."

Fils-Aime says Nintendo has been working to increase supplies…and hopes the Wii will be readily available during the holiday season this year. Bloomberg Boot Camp, I'm Fred Fishkin.