e are currently at the Kodak Theater in Hollywood (which by the way is a bit smaller in person than it looks during the Oscars) and getting ready for the Nintendo Press Conference to start. As one would expect, we have a slideshow of ecstatic Nintendo product consumers projected on a large screen in front of us, and bass-heavy techno music blaring from all speakers throughout the theater. Hopefully the news brought to us by the Nintendo big-wigs is as impressive as this setup.
Microsoft had a pretty impressive show yesterday, unleashing a torrent of announcements one after another. Sure, they varied in importance, but the conference was undoubtedly more about what Microsoft plans on doing with the Xbox 360, and less about tooting their own horn.
The show is about to start, let’s see what is up with Nintendo:
The curtain just lifted, revealing a large stage with a screened off area that looks like a pillar. They are continuing to play videos of happy Nintendo Consumers. The video ends with a slogan “We promise to keep the world smiling.”
Executive Vice President of Sales and Marketing for Nintendo of America, Cammie Dunaway just entered the stage. She begins by talking about her son, and how working at Nintendo makes her a cool mom. She continues by talking about how she also tried snowboarding to be “cool” and ended up breaking her wrist. She says that she does not like to give up, so instead of quitting she got some professional help.
The large screened pillar on stage lifts up, and Shaun White – Gold Medalist in the Men’s half-pipe – is on stage, barefoot, balancing on the Wii Fit board. He demos Shawn White Snowboarding by leaning and jumping on the board. He talks to Dunaway, and they discuss his involvement in the game. White says that he was very influential in the development, because “When I am in the air, I see a totally different view.” Dunaway tells us that pretty much anyone can jump on the board and go, so she takes off her shoes and gives it a try. She looks like she is surfing, sticking out her butt and hands for balance. She travels down a half pipe doing tricks, and to board looks pretty responsive to her movements. The game is exclusively for the Wii.
Next Satoru Iwata – the global president of Nintendo – comes onto stage. He begins talking about how there has been a paradigm shift in the global gaming market. He admits that many people had a pessimistic view of Nintendo’s future when he became president five years back, and “It was not an enjoyable time.” He continues by bragging that no one could have predicted that the market would respond so well to the new Nintendo, and that they would be selling millions of “bathroom scales.”
He continues by talking about the new paradigm shift, and what lead to it coming about. First, he says that Nintendo is producing games that can sell steadily for a long period of time, not just two or three years. He references Nintendogs and Brain Age as examples. Second, he explains that gamers no longer want only improved graphics and increasingly complicated content. He admits that some gamers are looking for that, and that they have some titles up their sleeves that will meet those needs. However, they also are going to focus on small budget games that can capture a worldwide audience. Third, he continues to say that the user base for video game systems and software has expanded. He shows a picture of old ladies playing and a woman using a DS while getting her hair done. Iwata says that their systems and intuitive interfaces are helping to attract those who would never consider picking up a video game system before. People are now purchasing systems for themselves year-round instead of simply giving them as gifts during the holidays.
Last, he says that a new form of social interaction is developing. He explains that Nintendo wants to destroy the bar between hardcore gamers and non-gamers. He says that Mario Kart Wii and Wii fit helped to make this happen. He also quotes a statistic that says Guitar Hero Wii is outselling all other platforms, and they believe it is because of the crumbling barrier.
He concludes by asking: What can we expect next? He admits that even if something is revolutionary, people will get tired of it, and need new experiences. He says there is a danger of standing still in the game industry, and Nintendo hopes to find new ways to make gamers feel Engaged, Enriched and Enthused with their products. He walks off stage after saying “We at Nintendo always challenge ourselves to be pioneers, to form new paradigms, and we hope you enjoy some of the surprises we have for you today.”
Next, Nintendo begins to unveil their new products:
Animal Crossing: City Folk (Wii)
They play a video with an interview running from a member of the Animal Crossing development team. He explains that much of the favorite elements of the original Animal Crossing are still present. The town is still a place where you can do the things you like, such as building your house, fishing and chopping down trees. He wants us to feel like the game is a constant world, and explains that when you are not playing, the characters of your town are still going about their daily lives. In Animal Crossing: City Folk, you can also venture out into the big city, where you can get your hair done, visit an auction house, visit the Happy Room Academy and even check on what other players in the Animal Crossing universe are doing. You can also put on a mask so that you look like your Mii. Immediately after showcasing the city, they introduced a new feature, Wii Speak. Wii Speak is not a singular headset, but a community microphone. They showed it in use with a group of funs egging each other on while fishing.