This NYT article made me laugh because it’s classic example of a company downplaying an emerging competitor by pretending they don’t exist. Basically, Nintendo’s president Satoru Iwata brushed off Apple’s new iPad, calling it nothing more than “a bigger iPod Touch.”
Of course, this is true. However, Nintendo should know better that the success of the product will depend on how well it targets a new demographic, not necessarily on the actual technology. The Wii targeted casual gamers and families and continues beating PS3 in sales despite the latter’s superior processing power. Similarly, the iPad isn’t aimed at power users or savvy computer geeks. It’s designed for people like my mom who have no idea how to use a computer but don’t want to be left behind in this evolving Internet age. We don’t hear about them a lot because, well… they’re not on the Internet.
Iwata isn’t stupid and I’m sure he understands that usability trumps technology. After all, he dismissed the rumors of the Wii getting an HD upgrade, saying “I question whether those features would be enough to get people to buy new machines.” By people, he’s of course referring to the Wii’s core demographic (casual gamers, families, etc.). These people aren’t engaged on forums bashing other consoles for screen tearing and jaggies.
He also understands that gimmicks aren’t worth hitching your wagon to. With Avatar recently surpassing Titanic to become the highest grossing movie of all time, there has been a lot of buzz about 3D as the future of Hollywood. The NYT article features a quote from Iwata about 3D gaming, which has also been subject to some buzz. Not surprisingly, he’s lukewarm about it.
“I have doubts whether people will be wearing glasses to play games at home. How is that going to look to other people?”
Nintendo knows full well how terrible the idea of 3D games are. After all, they were responsible for the epic FAIL back in 1995 known as Virtual Boy. Unlike 3D movies, which are on average bi-weekly 2 hour affairs, gamers play many hours per day. If terrible eye strain didn’t catch on then, it probably won’t catch on now.
With all these things in mind, Iwata’s comments about the iPad is a conscious attempt to downplay a serious competitor who’s after the hearts and minds of the mom demographic. I’m sure behind the scenes, Nintendo is discussing the best way to shore up defenses and mount a counterattack.
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