3DS to be 2011’s ‘landmark’ hardware hit

Ben Parfitt
3DS to be 2011’s ‘landmark’ hardware hit

Big things are expected for Nintendo’s highly-anticipated 3DS handheld when it arrives in March.

The format-holder has told MCV it reckons the device will represent another one of its ‘landmark’ hardware releases, thanks to innovative new features and 3D content.

3DS was first announced in March this year and officially unveiled at E3.

Most importantly, the device is centered around 3D content – but unlike in the cinema and on TV, the smaller-scale screens don’t need special glasses to be viewed.

Over 70 titles from a raft of first-party, third-party and independent studios were announced at E3, including major games brands such as Metal Gear and Resident Evil.

The device hits the UK in March after it launches in Japan on February 26th.

Retailers tell MCV they expect word on the exact date in January. 

“We’re really relishing one of those big landmark moments,” said Dawn Paine, UK marketing manager.
“As you can imagine, we are deep in the planning and it is going to be another once-in-a-cycle launch.”

And you can expect Nintendo to once again “do things differently” when it comes to the launch plans and marketing, she added – especially in a handheld market that has expanded to include smartphones.

“The difference is that there are other brands operating in that space – and we’re really excited about the positioning of the product and what it can achieve,” Paine said.

“It’s the world’s first mass-market, portable, 3D device, without glasses. Buried within that one sentence are some huge factors that will bring about big changes.

“It’s a great opportunity to explode 3D onto the wider marketplace.”

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Tags: Nintendo , 3ds , uk , launch , marketing , plans

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