jarrod on 25 March 2010
Nintendo's been doing more for marketing, promotion and even publishing 3rd party products this gen than they ever have before. Mario & Sonic, Fatal Frame, Monster Hunter, Dragon Quest, Samurai Warriors, Professor Layton, Glory of Heracles... I'd say what they've been doing is very much comparable to Sony and Microsoft's efforts.
Nintendo's also the only platform maker who allows their 1st party studios to work on 3rd party games (DQ Swords, DQ Wars, Heroes of Mana, Blue Dragon Plus, Fantasy Life, Super Robot Taisen OG Saga, Ridge Racer DS, etc).
