What Ubisoft thinks of Nintendo
Q: Do you think the family audience is a fad brought on buy the Wii and DS, or can it be maintained? Let's be honest, these consumers aren't buying an Xbox 360 or PlayStation 3. Can that audience be attracted to gaming in the long-term?
Rob Cooper: I think it can be maintained for a number of reasons. Nintendo is obviously doing so well with the Wii and DS, it's responsible for this massive growth in the market. What that's doing is introducing gaming to people as a form of entertainment, whereas before it was shunned. Sony and Microsoft will always stick to the central, specialist consumer, that 15 – 25 age bracket. But outside of that it's become a family thing. Without Nintendo our industry would have gone nowhere.
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