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Digital Life

Nintendo to introduce console for emerging markets as early as 2015

Published on May 8, 2014 4:55 PM

TOKYO (REUTERS) - Nintendo Co Ltd plans to introduce a new kind of games console and software for emerging markets as early as next year, to capitalise on higher entertainment budgets amidst a growing middle class, its chief executive told Reuters on Thursday.

Mr Satoru Iwata said Nintendo would develop hardware and games oriented towards consumers with lower incomes and less gaming experience than those in developed countries. Nintendo is searching for new business opportunities as it buckles down and seeks to stem losses on its latest home game console, the Wii U, whose flop has contrasted with blockbuster sales for rival Sony Corp's Playstation 4.

Mr Iwata said there were no plans to launch existing hardware such as the Wii U or 3DS in emerging markets, including China.

"It would be difficult to enter those markets if we didn't create something new... For the mass market you need to provide something that most of the middle class can afford," he said in an interview following an analyst briefing on Thursday.

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