Nintendo plans ‘emerging markets’ games console

Beleaguered entertainment vendor looks to gaming newbies for much-needed revenue

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Nintendo plans ‘emerging markets’ games console Iwata hopes Nintendo can find new gamers in emerging markets. (Getty Images)
By  Stephen McBride Published  May 8, 2014

Gaming hardware manufacturer Nintendo Co will launch a new kind of console as early as next year, aimed at emerging markets, Reuters reported.

Chief executive Satoru Iwata announced the plan today amid a third straight year of losses stemming from blighted interest in the company's Wii U system.

The new hardware will tap into the same territories that smartphone makers now target, where newly affluent consumers are prepared to part with disposable income for electronic goods, but not in the same price ranges as those in developed markets.

One such target market for Nintendo will be China, where its new console will be tailored to appeal to gaming newcomers, who have no experience using mainstream consoles.

Nintendo has found it difficult to compete with rivals Sony and Microsoft, which have sold 7m PlayStation 4 consoles and 5m Xbox Ones respectively, since their Q4 2013 launches. Nintendo has yet to produce a console with comparable computing power to its rivals' next-generation models.

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