Nintendo UK is banking on its biggest ever Christmas campaign to see off the threat from a freshly-discounted Xbox 360 and PS3 this Q4.
The platform holder has signed family TV favourites Ant and Dec to head up its Christmas campaign and future marketing endeavours, MCV can reveal.
Sources close to the company revealed that it felt its traditional celeb campaigns had become stale” – and overly emulated by third party publishers.
The TV ads, which will air from October 16th, will involve Ant and Dec interviewing real Nintendo fans about the firm's products – echoing the pair's style in programmes such as Pop Idol and Britain's Got Talent.
The news comes just two weeks after Microsoft cut the trade price of its 120GB Xbox 360 Elite to 199 – rivalling the SRP of Wii – as it continually strives to woo the family gamer.
Nintendo general manager David Yarnton told MCV: This is not just a run of the mill partnership, it goes beyond what would be expected from a ‘traditional celebrity deal' – not just for Christmas but into the future.”
Senior product manager Rob Lowe added: Our strategy is to bring gaming to everybody, whilst removing the niche status and stigma that has often restricted the industry.
Ant and Dec's universal appeal and all-encompassing charm takes this strategy to the next stage and we hope it will herald a step-change in the way video games are perceived by everybody.
We feel this is a hugely innovative campaign and the media support behind it is the most we've ever committed to during the October to December period. It truly feels like a groundbreaking approach for both Nintendo and the industry as a whole.”