Platform holder Nintendo has silenced any critics that have accused it of failing to back its new digital services to kicking off a huge three week TV advertising campaign in the UK.
With the first TV spots airing last night, the new campaign is already running during prime time TV slots in shows such as Channel 4's Big Brother.
One ad focuses on the Wii's digital features, such as the recently launched BBC iPlayer Channel. Also outlined is in-game DLC, with Activision's Band Hero used to demonstrate the technology. WiiWare features prominently, too, thanks to an appearance from Bonsai Barber.
The DSi campaign touches on a number of topics including the Facebook application, the console's free and integrated games, DSiWare and the technicalities of getting your handheld online.
There's plenty of in-store action lined up too, with POS designed to inform consumers about the benefits of getting their machines online – as well as explaining how they do it.
The online capabilities of both Wii and Nintendo DSi are being pushed very much to the fore in 2010,” Nintendo explained in an exclusive MCV supplement.
So it's apt that the year starts with a high profile TV ad campaign and a significant in-store push.”