Lack of advertisement


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Am I the only one that finds it odd that he we are, only a month away from the launch of the DS, and there has been almost no advertisements for it. Nintendo has been running a shitload of GBA commercials, perhaps trying to move as many as possible before the DS comes out, but I have not seen one ad or commercial for the DS.

You would think that with Sony about to give Nintendo competition in the hand held market starting early next year, that they would want to get as many people psyched up for the DS as possible. Yet if your a person who doesn't read game industry news, you might have never heard of the Ds, of if you have, you might not be knowledgeable of the specifics, so with it's release but a month away, it seems stupid to me for Nintendo to not be pushing it and getting the name out there. At the very least you would think they would want to create a hype for it before it came out.

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Ads are now running for the DS. But the bigger news here is that they're more adult-oriented. Looks like Nintendo's trying to shake the kiddie image.

Here's a description of the new campaign.

Nintendo Says 'Touching Is Good' in Sexed-Up DS Ads

Sun 24 October, 2004 18:05

By Michele Gershberg

NEW YORK (Reuters) - Japanese game maker Nintendo Co. Ltd. is sexing up its U.S. advertising to launch the DS handheld device, promising mature players that the gadget is not their little brother's Game Boy.

The No. 1 maker of handheld game devices is spending $40 million in its largest product launch, bracing for all-out war with Sony Corp. , which is expected to debut a portable device soon after the Nintendo DS hits U.S. stores on Nov. 21.

But in an unusual move for Nintendo, known for games featuring animated characters Mario and Pokemon, the new ads aim to titillate with the tagline "Touching is Good."

Teaser spots start on Monday, playing up the dual-screen device's touch controls. A woman's sultry voice invites the viewer to come a little closer and get a feel.

"When you're a kid you're always told you can't touch anything," said Perrin Kaplan, vice president of marketing at Nintendo of America. "Touching is good. You're grown-up now, so read it how you want."

Nintendo spent $27 million on U.S. advertising in the first half of 2004, according to TNS Media Intelligence/CMR.

In another departure, Nintendo will launch the model in the United States before Japan to capitalize on the earlier holiday shopping season. The strategy adds a positive marketing edge for U.S. gamers keen on a first stab at new gadgets.

Print ads appear in young men's magazines Maxim and Blender, with a buxom woman holding a DS model and advising, "How to Score! ... Start listening to her needs, playa!"

Longer television commercials will air from Nov. 18 on programs such as animated comedy "South Park." Publicis agency Leo Burnett created the ads.

Industry analysts said Nintendo's ads should draw young adults who are keen on gadgets and the image they project.

"The Game Boy Advance has always been a kids platform," said Wedbush Morgan Securities analyst Michael Pachter. "The DS is going to move up the age scale ... and they are going to put some more mature content on there,"

Nintendo's aggressive pricing of $149.99 for the new model is expected to be well below the cost for the Sony PlayStation Portable, which plays music and movies. But both are vying for a more upscale audience.

"Nintendo is differentiating products in a category they already own," said P.J. McNealy of American Technology Research. "Hard-core enthusiasts will buy both (devices). The mainstream won't until the prices come down." (Additional reporting by Franklin Paul)

Looks like its finally become a Game Man. :P

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