Forget PlayStation and Xbox. It's Nintendo that is spending more money than anyone to win over a new generation of gamers.
The platform holder told MCV that it will spend big on advertising 2DS to parents and kids this Christmas.
2DS was unveiled last week. It plays 3DS titles in 2D and will launch on October 12th at a lower price. The firm hopes it can cash in on the lucrative kids market as its rivals focus on older games and wealthy families.
Nintendo has been 2013's biggest TV?advertiser, with Animal Crossing receiving more ads than any other video game this year, says ad firm Generation Media.
As a result 3DS has outsold all other consoles over the last three months.
We saw an opportunity for an entry level gaming device,” said Nintendo UK marketing director Shelly Pearce. 2DS will have its own TV campaign and it will feature in our Pokmon advertising.
The Pokmon X and Y campaign is on the same level as our Animal Crossing campaign. It's going to be huge, and starts on TV later this month.
We have more Animal Crossing activity, too. There will be a lot of handheld noise this peak season.”