Nintendo HAS hired Warner Bros’ anti-piracy boss
to crush UK retailers that continue to sell DS 
piracy equipment.

Neil Boyd, who leaves his role as Warner’s director of anti-piracy in Europe, this week warned stores that if they continue to stock R4 cartridges they face permanently damaging their relationship with Nintendo –
as the platform holder steps up its fight against
‘piracy enablers’ in the region.

Digital expert Boyd also called on ISPs to put more pressure on consumers they know are illegally downloading games.

MCV can reveal that Boyd joins Nintendo UK in the role of European anti-piracy counsel, as the firm bolsters the department with a string of signings. These include former Universal exec Jonathan Tully, who is hired as a legal advisor and Mattius Damm, who takes the same role in Germany.

Boyd will work under Jodi Daugherty – Nintendo’s senior global director for anti-piracy.

“The four key areas in our fight are legal enforcement, consumer awareness, technology and lobbying,” said Boyd. “Without all those coming together, we won’t solve piracy.”

He warned online and High Street stores who are still selling the R4 device that Nintendo had “more eyes and ears” than ever on the street – and would be swift to issue cease and desist notices.

Daugherty added: “[Stocking these games] damages your sales, and it’s going to damage your relationship with us.

“We have no problem pursuing customers that continue to take steps to hurt the company.”

Boyd – who also previously worked as a digital piracy advisor in the music business – added that he wants ISPs to take more action against consumers of BitTorrent sites.

“The ISPs are in an ideal position to deal with any infringements,” he said. “They already intervene in preventing paedophile sites and exchanges of Spyware and Trojans, so we know the technical means are there.

“Their willingness to discuss it is a problem. They can do a lot more – and everyone knows they can do a lot more.”

Nintendo has taken legal action against 79 R4 cartridge manufacturers in China this year.