The current market leader announced yesterday on its Japanese investor relations page that it is ready to start the 8th generation. The tentatively named, "Nintendo 3DS" will be the next handheld succeeding the current Nintendo DS line (DS, DS Lite, DSi, DSi XL). The system will release before the end of fiscal year 2011 and will be first shown off at E3 2010. The only thing we definitely know about it is that it will incorporate some function of 3D without the use of glasses and backwards compatible with all DS and DSi games.
Obviously, the industry always gets hyped up when the next generation starts getting discussed. One of the funniest things about this industry, is while we enjoy what we have, the most exciting part is the future. It is to no surprise that as soon as 3DS was announced speculation and rumors started happening not just about the 3DS but the future of the next generation of gaming consoles in general.
However, with this I don't seek to focus on what the 3DS will be, but the importantce of the announcement itself. I think one thing people find the most surprising is, well, the timing. For me I saw it a 2 in the morning when it just came out when I was just checking VGC for some good threads to post in. Definitely found a good one. So why the timing? Well I think a few of reasons. First, just for the sake of surprise. Having things leaked and discussed before you actually state it, saturates the announcement. People are prepared and "shock value" of the announcement is lessened. But, if you beat them to the punch, then they have no idea what hit them. A random day as March 23 definitely made that effect. Timing might have also had something to do with business transactions to whoever is helping to make the system might eventually have to state something. Second reason, is probably just for the sake of using it for their upcoming end of the fiscal year 2010 report with fiscal year 2011 predictions. That always looks good.
It is obvious that Nintendo has succeeded on the surprise factor. Everyone is talking about it, everyone is discussing it, and everyone has an opinion on it. There is no such thing as bad hype. But it is those opinions I'd like to discuss now. Nintendo gave very little details on features of the system or how the 3D will work. This has people making opinions on it based on that. And I think that is a good thing and probably something Nintendo wanted to do. Part of giving no details about it is to get the hype rolling. And in that case, disappointment but still curious is a good thing. Once you are ready to show it off, if it is good, it is that more effective.
What I'm trying to show here, is that Nintendo has this down to a science and it is something they've been doing well for awhile. Did it last year at E3 with New Super Mario Bros Wii and especially Metroid: Other M. They are able to continuously keep people on their toes even when they don't know they should be on them. The "3DS" is no different in that matter.
So the final question is "Why?". Why is Nintendo doing all of this? Nintendo has a dominant lead in the handheld market with the DS. By the end of this year it will be the most successful gaming console in the history of the industry. Even more so they have a DSi XL releasing in a few days. Part of the old plan was to disrupt the market and take over the apocalypse and turn it into paradise. They did that already. So why do it all again? Well I think this answer is fairly simple and I think a lot of media has already hit this on the button. Nintendo last year saw some of their sales go down due to a less aggressive attack on the market. Many say it started at E3 2008 where they had a less than stellar showing. Nintendo got a lot of flak from this, and some of it was probably deserved. Their entrance with DS and then Wii were aggressive moves with aggressive software. By 2008, that aggression wasn't as prevalent.
Later we saw this change in 2009 with a very aggressive E3, especially on the Wii side. Then early 2010 we saw aggressive manuevers with third parties. Finally we saw aggressive maneuvers with their release structure by putting Galaxy 2 and Metroid: Other M as first half release. Nintendo is not sitting back. They are saying, we have the market share and we are going to keep it. This "3DS" announcement is a direct message to the competition that they are not going to simply create a DS2 in the traditional sense. They are telling the competition that we are going to take the risks continuously to maintain and grow market share. Sure some may be skeptical about 3D on handhelds or 3D gaming in general, but Nintendo has everyone talking about it. And that's what they want. Focus on them, where any response from competition won't matter as they have them hooked.
This aggression Nintendo is showing can either be looked upon as silly or dangerous, depending on who you are (the latter if you are the competition). When the market leader comes out and says they have the next big thing and we'll show you in 3 months, the competition has to be slightly nervous. Will this translate over to sales? Who knows, but if Nintendo can pull off a successful E3 showing, it really could be dangerous for the competition.
The last thing this announcement really indicates, is how Nintendo is going to approach the entirety of E3. I wouldn't expect Nintendo to slow down with their aggressive maneuvers. And I also wouldn't expect them to slow down with their aggressive maneuvers with the Wii system and the future of their consoles or N6. Although we won't hear about that at E3 2010, expect similar aggression for the future console.
Whether or not you like the idea or hate it, you are intrigued by it. Whether or not the competition thinks its silly or dangerous, they are paying attention (or more than likely trying to catch up). Nintendo just opened the flood gates to the 8th generation and everyone will be paying attention to this year's E3 2010 for them to show the way. Nintendo has obviously built up a lot and will definitely have to deliver, but we must also take notice that Ninty has done this before. I will personally stay neutral on the matter because I don't have enough info to have an opinion, but after seeing this new aggressive Nintendo when it comes to marketing and PR, I wouldn't doubt they are able to pull a rabbit out of their hat. I also await for the competition to start pulling rabbits out of their hat, as Nintendo is trying to show the only gimmick in this industry is standing still. E3 just got more exciting and I can't wait to see what Nintendo and the competition have to show off.
