Nintendo hopes its 3DS handheld will do the talking when it comes to convincing gamers of its merits.
It's been hard to get the glasses-free visuals message across through traditional marketing methods, game developer legend Shigeru Miyamoto told Nintendo boss Satoru Iwata in the latest Iwata Asks interview.
"The Nintendo 3DS system is sometimes said to just be a 'Nintendo DS system with higher specs'. But it's really much more than that," Miyamoto said.
"It's a gaming system with an entirely different charm. That's why, for the customers who purchase it, I want them to fully enjoy the features of this new machine."
The Nintendo 3DS expands on the DS with more impressive graphics and new communication features that enable local and online sharing with other 3DS owners.
But it is the 3D visuals that have captured most attention – and given Nintendo its biggest headache.
"The greatest charm of the Nintendo 3DS system, including the 3D images, is very difficult to convey just through the TV or the internet," Iwata said. "Of course, we have tried very hard to do so, and we did our very best in the demonstrations. But I think it would be most ideal for the people who purchase it to try to tell others what they like about it."
This, according to Miyamoto, is why the Nintendo 3DS has pre-installed software, such as augmented reality games, a 3D camera, a sound editor and a Mii Maker.
"It's like the hardware itself is an eloquent orator," he said.
"Now it's a matter of how far we can reach beyond that."
Iwata and Miyamoto shared a recent encounter facilitated by the Nintendo 3DS' StreetPass tech.
"I got your Mii character on my Nintendo 3DS system before I knew it," Miyamoto said. "We did walk past each other somewhere in the company, so it wasn't unexpected in any way. But it made me happy nonetheless! It made me say, 'Oh, look! It's Iwata-san!'"
"People will understand what we mean once they experience it," he continued. "I really want everyone to see for themselves. I'm sure that if they get to use StreetPass in a huge country like America, it'll be even more fun." The Nintendo 3DS, which goes on sale in Europe on 25th March, has already sold close to 400,000 units in Japan.
Discover Eurogamer's verdict of the European model from Oli's Nintendo 3DS review.