DFC: ‘Largely ignored’ kids market could be key to Nintendo NX success

Nintendo needs to set its sights on the under 12 kids market in to make the NX a hit.

That’s according to research firm DFC Intelligence, who says that children under the age of 12 have been ‘largely ignored’ by Sony’s PlayStation 4 and Microsoft’s Xbox One.

The outfit says that PS4 and Xbox One has done a good job of targeting core gamers, as this generation the platform holders have been focusing on developers and the kinds of games they want to play. Outside of LEGO and toys-to-life releases, kids have been ignored this generation.

DFC says that Sony and Microsoft don’t need to target younger consumers as these fans will come on board later in the life cycle when hardware is cheaper.

Furthermore, the research company claims that part of the reason kids aren’t on board with the new consoles is that they are simply not easy to use, especially when compared with mobile devices and Nintendo’s DS machines.

The current hole in the market for accessible high-end games that are NOT on Apple devices could be a real opportunity for Nintendo,” it said.

Nintendo really helped pioneer the easy in and out accessibility that is a major appeal of Apple devices. Of course, saying there is an opportunity and doing something about it are two different things. The market is ready for an easy to use system that targets the family. The question is will Nintendo be able to capitalise on what is clearly a major vacuum in the game space.”

This is line with what Ubisoft told MCV at E3, that NX will capture the mass market Wii audience.

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