Brain Training was just the start – Nintendo has even bigger plans to revolutionise gaming with titles like Wii Fit, Sight Training and Face Training.

That was the message from the Japanese platform holder this week as it showcased its forthcoming titles to mainstream and industry press, while stressing that its disruptive strategy has been an unprecedented success.

As DS reached the four million milestone in the UK, it also received a further boost thanks to the likes of Phillip Schofield, Fern Britton, Johnny Ball and Zoe Ball, who will be starring in the next batch of Touch Generations advertisements.

"DS changed all thinking in our industry,” Nintendo UK general manager David Yarnton told the assembled crowd. “We began making software revelant to everyone and Touch Generations games offer everyone unique and accessible ways to play. DS represents a bridge out to a wider audience.”

Nintendo also previewed two extensions of the Brain Training ‘family’, inviting DS owners to also improve their sight and tighten facial muscles. Sight Training will arrive on November 23rd, while Face Training is yet to be given a firm UK date.

“The market is moving toward a paradigm shift – we have ripped up the rulebook,” added marketing director Dawn Paine.

“While we want to sustain and increase our core gamer base, we also want to reach out to the wider market. We are now seeing the new landscape that Nintendo has started to create.”