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binary solo said:

So maybe that particular strategy isn't doing as well here as would be a different strategy aimed more at the traditional hand held demographic.

That's not the case, small markets with relatively small gaming population (compared to total population of region) are tend to be more core-oriented as long as gaming culture is not wide spread. In my country for instance PSP is far ahead of DS (26% PSP owners vs 1% DS owners among those who has any portable or home console). PSP out there serves as portable media-player with gaming functionality, heavily pirated, used by 12-17 years old males. While Nintendo and DS brands remain completely unknown.