After dismissing the rumors of a new console unveil at E3 and calling their new hardware a “quality of life” platform, Satoru Iwata – Nintendo CEO – told Bloomberg that his company plans to launch new video game devices in emerging markets, starting next year.
The new machines will be designed specifically for these markets, according to Iwata, and will not receive a global release. The idea is to not sell modified versions of existing devices, such as the Wii U and 3DS, and sell specific market brands.
“We want to make new things, with new thinking rather than a cheaper version of what we already have. The product and price balance must be made from scratch” explained the Nintendo executive.
One of the biggest market is, of course, China and Nintendo has been studding the regulations regarding entry into this market, a move that Microsoft has already made with the announcement of the Xbox One Chinese launch. Such an approach does not suit Nintendo according to Iwata. “We need to study it more. For us, Microsoft’s approach wouldn’t work”.
Another market could be the mobile games one, however there seems to be no current plans to tackle this venture, Nintendo’s head honcho calling it much more competitive than the console business. “We have had a console business for 30 years , and I don’t think we can just transfer that over onto a smartphone model”. One of the main reasons behind the apparent hesitant stand, is customer satisfaction:”Our games such as Mario and Zelda are designed for our game machines so if we transfer them into smartphones as they are, customers won’t be satisfied,” he added. “If customers aren’t satisfied with the experience, it will decrease the value of our content.”