3DS price will rise, Nintendo warns

By Wesley Yin-Poole Published 25 March, 2011

"Don't wait."

Nintendo has warned gamers that the eye-catching 3DS prices currently doing the rounds at UK shops will not last long.

The Nintendo 3DS, which went on sale in the UK at midnight last night, can be bought for as little as £175.

Gamers anxious to get their hands on the glasses-free handheld at launch have enjoyed the benefits of a price war, but according to Nintendo, the cost will soon go up.

"The only thing I would suggest to any readers is, don't wait," marketing manager James Honeywell told Eurogamer at the London Nintendo 3DS launch last night.

"I'm not sure a lot of those offers will be there for the long term. Those are great offers for the launch. There's huge amount of noise and hype around the launch. Those prices will start to revert a bit.

"Clearly people are trying to get as many possible sales as they can in these first couple of days. After that, perhaps a little more normality will come back to the market and you'll see that creep up again.

"So don't wait and think, oh, if this is how far it's gone down, it's going to go down even lower. You might see the opposite."

Nintendo does not set the retail price of the Nintendo 3DS, so "any retailer can make their own choice about what they do, how they choose to sell it and at what price".

This hasn't pleased all. Don McCabe, CEO of the independent CHIPS retail network, told Eurogamer he was concerned that the low prices currently offered by some supermarkets were devaluing the device in the minds of consumers.

But Nintendo denied the suggestion.

"It's just great for the consumer because in a competitive marketplace you will get the best possible prices," Honeywell said.

A Eurogamer news investigation published yesterday estimated the 3DS's innards cost around £61.76 to put together. Eurogamer sources have revealed a trade price of £170.73.

Nintendo hopes the 3DS will enjoy the biggest console launch ever in the UK. Sales of 200,000 in the UK alone have been targeted.

Picture of Wesley.

About Wesley Yin-Poole

Wesley is Eurogamer's news editor. He likes news, interviews, and more news. He also likes Street Fighter more than anyone can get him to shut up about it.

Read more articles from Wesley by visiting the Wesley Yin-Poole archive page.

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Comments (57) Latest comment 1 year ago

Comments for this article are now closed, but please feel free to continue chatting on the forum!

  • MaxiSleep #1 1 year ago

    Pants on fire.

  • Octoroc #2 1 year ago

    How about, "if you raise the price, then I won't buy one", Nintendo?

    How do you like those apples? EH?

  • wizlon #3 1 year ago

    I know he is a Nintendo marketting man and that of course he would say that, but I think he has a point. Most retailers won't think twice about upping the price once it starts selling well.

  • Dolly #4 1 year ago

    I played mine for 6 hours straight last night. I'm pretty sure I have eye AIDS now, but it was worth it! A brilliant bit of kit :D

  • thes #5 1 year ago

    Oh, what is this 3DS thing? Never heard of it...

  • DreadedWalrus #6 1 year ago

    Alternative, cynical headline: 3DS marketing manager suggests people buy 3DS.

  • waggy79 #7 1 year ago

    Tremendous bit of reverse psychology there ninty, but ive been burned buying your products at launch before. Fool me once, etc...

  • RoOhDaMite #8 1 year ago

    As there is no real killer-app at launch even the low price-tag can't seduce me.

  • MojoDex #9 1 year ago

    ill wait for sub 150 thanks all the same
    Edited by MojoDex at 25/03/11 @ 08:50

  • MisterCraig #10 1 year ago

    F!ck off.

    It's already a crazy amount of money. Are people forgetting they're going to have to shell out £40 a game for this system? I used to love sinking into my DS games when I travelled (I currently am with Pokemon White) but once the games dry up on that system ill be spending my on-the-go gaming money on my Touch. I've got 15 awesome games and it hasn't cost me a QUARTER of 1 game for the 3DS!

    Nintendo Hurts. Look at all the lengths M$ are going to to make the 360 relevant. It might be mega marketing but Nintendo lets the Wii flatline with the infrequent, exceptional exclusive that prevents anyone from calling a time of death.

    *high fives himself*

    I'm still slightly jelous if you bought a 3DS :)
    Edited by MisterCraig at 25/03/11 @ 08:52

  • Grievous1976 #11 1 year ago

    Obviously he can only see things in 2D

  • TheEarlOfZinger #12 1 year ago

    Utter bollocks.

  • Eraser #13 1 year ago

    Oh just fuck off Nintendo. Fuck. Right. Off.

  • Spydy #14 1 year ago

    I'll wait until I see some decent games. Thanks anyway Ninty.

  • Mr_Brown #15 1 year ago

    Oh will it? Guess I'm not going to buy one then.

  • udders #16 1 year ago

    Launch games are cack!! Why would I buy a 3DS now? It would just gather dust. Go and do one nintendo. Prices will drop. They always do.

  • DavoTheDiv #17 1 year ago

    he has a valid point when you think about it. All those times where hardware prices have gone up after release like...erm......

  • Ignatius_Cheese #18 1 year ago

    The supermarkets will be able to keep the price low, mainly due to their ability to sell close to a loss.

    None of the high street retailers are selling it for less than £200 so it's a fair comment.

    Best bet of getting a cheap one is getting an online bundle or a supermarket special.

  • Iain #19 1 year ago

    Purchase now, do not think, give in to your urges, do not make an informed decision, purchase now, it's super awesome, remember the Wii, that was awesome, right?

  • tomjoadsghost #20 1 year ago

    Its not really whether supermarkets *can* maintain launch day prices, its whether they *want* to. I don't know whether it will be the same with the 3DS but certainly for software which they've sold slashed on launch day they've never felt the need to maintain the prices past the initial weekend.

    Also its worth remembering that the wii held its launch price for far longer than the Ps3 or 360, and the DS actually went up in price (it launched at £99) i cant remember any Nintendo machine since the N64 having a really quick, severe price reduction.

  • insincere_dave #21 1 year ago

    *plays iphone*

  • Gizzle #22 1 year ago

    Consider your scare, mongered.

  • monkeymagik1 #23 1 year ago

    currently playing pilotwings resort and really loving the game, but the 3d effect is giving me a headache already, I'm not sure about the long term issues of playing this, as you have to refocus quite often and its hard work. I have tried turning the slider down but that is defeating the object, flawed product in my opinion !

  • abigsmurf #24 1 year ago

    Unless the wholesale price comes down, I imagine most places will put the prices up to at least £199 again within a week or so. It's not sustainable Selling something at ~£189.99 and only making £5-10 off of that.

    That said, lots of places could keep it at that price but force you to buy a bundle.

  • schnide #25 1 year ago

    Or, alternatively, the price will fall when you release the inevitable 3DS Lite, or 3DS Plus, or 3DS Slim, or 3DS New, which will have a lower launch price, a slimmer design, a much longer battery life, and many, better games available for it.

    So let the rest of the country be eaten up by the hype, because I'm not a casual gamer and thus not your target market, Nintendo.

  • CallousB #26 1 year ago

    I suspect it will go up in price after the initial flood of sales..
    ...although I'd be surprised if you don't see at least one sub £200 price remain.

    Of course come Easter/Christmas/Mario Kart launch I suspect you'll see similar price wars (as long as they have plenty of stock).

  • Mkwone #27 1 year ago

    I've seen a number of online retailers say that the price is temporary si i think there's a element of truth. However i do believe the bundle prices will be a bit better so the total price will probably be aboutthe same.

    I'd guess well see lower prices for easter though - like what happened to the PS3 when that was launched in march

  • Mister-Wario #28 1 year ago

    Yeah, because buying the first iteration of a Nintendo handheld is OBVIOUSLY the best thing to do.

  • Whitster #29 1 year ago

    I wish people would stop with this "launch titles are crap" meme.

    I got mine this morning with Pilotwings, Ridgeracer and Pro Evo. All three are rated 70+ on metacritic. Now I know that quality is subjective and if you don't like flying, footie or racing that selection might not be your cup of tea, but calling it crap is unfair.

    Also when you look back on most consoles launch titles a year or two down the line, they are never amazing.

  • TravisTouchdown #30 1 year ago

    There was no shortage of people forking out £220 in GAME this morning. I'm ashamed to say I, as ever bitten by the launch day bug and being ill-prepared, was one of them. But it really is lovely - I was being attacked by a dragon on my desk just moments ago!

  • Viz1 #31 1 year ago

    I will wait for the r4 cards and price drop I'm not a ninty fan really so not that arsed...

  • ForozM #32 1 year ago

    I'll wait, thanks. For the NGP.

  • kinky_mong #33 1 year ago

    This just in: Computer game news article mentions money, comments section full of whingers. More at 11.

  • MisterCraig #34 1 year ago

    ''This just in: Computer game news article mentions money, comments section full of whingers. More at 11''

    Cute observation. Your opinion?

  • andywilkie35 #35 1 year ago

    Well in that case they can do one until it's actually a reasonable price. Silly cunts.

  • geeza2020 #36 1 year ago

    Isnt it cute how Nintendo think everyone wants one of their litte 3DS's, bless their little cotton socks.

    /ruffles Nintendo's hair.

  • t8yman #37 1 year ago

    jesus christ that is such a transparent marketing strategy, he's only using it because he knows it aint gonna sell like the wii.

  • canIdoyabombsforya #38 1 year ago

    "Eurogamer news investigation published yesterday estimated the 3DS's innards cost around £61.76 to put together"

    No it didn't.
    You never old us what the 'put together' costs are in china. The Wii is $19 assembly, + packaging and shipping. Presumably Nintendo pays import duties too.

  • Marshall2008 #39 1 year ago

    Im waiting. Waiting till they actually ship a decent game at a decent price.
    Edited by Marshall2008 at 25/03/11 @ 12:47

  • kinky_mong #40 1 year ago

    Cute observation. Your opinion?

    The way people whine every time anything is written about the pricing of a game/console/DLC gives the impression that the EG community is made up of 90% doll scum.

    Oh you meant my opinion on the article? Probably a load of hot air, there's more important things to worry about.

  • geeza2020 #41 1 year ago

    Kinky_mong = CUNT
    Edited by geeza2020 at 25/03/11 @ 14:07

  • sanctusmortis #42 1 year ago

    Uhhh, no. I await the mass trade-ins like happened with the DS at launch, as people buy it, realise the games support isn't there, and trade in for something else.

  • kinky_mong #43 1 year ago

    Yeah, because anytime anyone complains about pricing its because they are on the doll, obviously.

    Obviously not, hence why I said "90%". You might want to ask about a starter maths course next time you're in the Job Centre.

  • 32768Colours #44 1 year ago

    "Don McCabe, CEO of the independent CHIPS retail network, told Eurogamer he was concerned that the low prices currently offered by some supermarkets were devaluing the device in the minds of consumers."

    Or... Don McCabe told Eurogamer he was concerned that the low prices currently offered by some supermarkets were making his store look vastly overpriced.

    My suggestion to Mr McCabe? Diversify into new markets or sell everything under the sun like Tesco. Sure it might lack a degree of integrity, but what are you? A gamer or a business man?

    You can't baulk at the competition if you're not making an effort to compete. I'm guessing you'd have a different attitude to all this if you landed the post of CEO of Tesco.
    Edited by 32768Colours at 25/03/11 @ 13:16

  • darleysam #45 1 year ago

    Then people will stop buying it. Then the price will drop again.

    Commerce!

  • Bluetooth #46 1 year ago

    3DS, it prints da monehs!

    Iwata's pension fund must be huuuuge.

  • spitfire1945 #47 1 year ago

    I bet that in a year or two it will drop... I don't think I'll buy it before, so... NOT MY PROBLEM, Nintendo!

  • drxym #48 1 year ago

    The only reason the price would raise is if Nintendo get even more greedy than they are already. The 3DS is old tech with a gimmick. There is no reason it should cost even as much as it does let alone raise any higher.

  • giant_frying_pan #49 1 year ago

    I would have bought one at launch if Nintendo hadn't introduced a region lock for retail games. Downloads...fair enough, it'd always been like that, but I'd rather not wait months or years for localisation to be done and there are plenty of games that just never come out.

    First Nintendo console I haven't purchased on day one since the NES, which is a shame as I'm genuinely keen on it.

  • natureboy #50 1 year ago

    I will wait and get it cheaply

  • TAPNGO #51 1 year ago

    guess i'll get an NGP.

  • drxym #52 1 year ago

    @TAPNGO, the NGP is likely to cost even more. Only way I see that changing is if phone networks subsidize the device which may well be the plan (and this doesn't imply contracts either). What I do expect is the NGP's price will be more reflective of the tech that went into making it.

  • sugarbaron #53 1 year ago

    Shock horror, a marketing dickhead trying to scare people into buying now at its inflated price instead of waiting 6 months when it will be £130 everywhere in time for Xmas.

  • BonzoBanana #54 1 year ago

    @kinky_mong

    Not sure what you've got against dolls but this one looks pretty lazy, surfing the web and piling on the pounds.

    http://www.omgsite.com/wp-content/upload...

  • Centrifugal #55 1 year ago

    Nintendo representative in telling people to buy Nintendo console as soon as possible shocker.

  • kinky_mong #56 1 year ago

    @BonzoBanana: Haha, nice spot on my typo! That doll is a disgrace though, she wants to get off her arse and do some exercise ;)

    Seems geeza2020 has decided to edit his faux pas into an eloquent retort worthy of Oscar Wilde. Shame I quoted his original post (where he repeated my typo) for posterity. Might want to change your username to one not misrepresenting your eyesight, buddy.

  • MisterCraig #57 1 year ago

    KINKY MONG

    ''The way people whine every time anything is written about the pricing of a game/console/DLC gives the impression that the EG community is made up of 90% doll scum. ''

    Mate the way you assume people on the doll are 'scum' is fucked up. I know plenty of people with genuine intelligence and a LOT MORE MANNERS that struggle to find work in their respective professions, and have at some stage been/ are on the doll.

    That people contest the price range of a console is perfectly justifiable: That's the whole point of a comments section. In this case it's particularly understandable considering the contrast in price points between EU and the US.

    Perhaps your comment is light hearted and lost in translation but you stink of snobbery. Or maybe your young enough to be at home and live with the financial benefits your folks? Just an assumption of course...