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Nintendo announces huge 3DS price cut

To "create momentum".

Dark blue icons of video game controllers on a light blue background
Image credit: Eurogamer

Nintendo has announced a huge 3DS price-cut in for Japan.

From 11th August the handheld will be sold for 15,000 yen (£118) in Japan, down from its current 25,000 yen (£196) price tag.

Nintendo will price-cut the 3DS in overseas markets, including Europe, by September, "although the ranges and the markdown will be different from that of Japan".

Nintendo said it took the decision so it "will be able to create momentum for Nintendo 3DS and accelerate its market penetration toward the year-end sales season, when the line-up for the applicable software shall be enriched".

The price-cut comes only five months after the Nintendo 3DS launch in Japan in February.

Nintendo sold fewer than one million 3DS units across the world between April and June this year.

Worldwide sales of the Nintendo 3DS were 0.71 million for the quarter. Nintendo shifted 4.53 million games.

Nintendo this morning blamed the poor performance on a lack of hit games released during the period. The Legend of Zelda: Ocarina of Time 3D "was launched and favourably received" Nintendo said, "but Nintendo 3DS had few other hit titles".

Nintendo sold 1.44 million units in the DS family of consoles, and 12.13 million games. The Wii sold 1.56 million and 13.44 million games.

For the period, Nintendo made a loss of 25.5 billion yen (£200m). The company blamed this on advertising the 3DS and research and development costs associated with the Wii U, due out next year.

In April Nintendo boss Satoru Iwata said consumers knew they wanted a 3DS but were delaying their purchase until a wider range of games was available.

"It is clear from our market research that many people feel that they 'want' and 'want to buy' Nintendo 3DS, and the latest demand for this device is the largest in comparison with our previous new platforms at the time of their launches," he explained.

"But on the other hand, there is a big proposition that not that many people believe 'Now is the time to buy it!' The penetration will not gain speed without overcoming this challenge.

"After all, the way to solve this problem lies in how to communicate 'what kind of games can be played', as long as Nintendo 3DS is a gaming device.

"There might be consumers who are interested in Nintendo 3DS," he continued, "but they are unable to find software which they want to play, and they are in the 'wait-and-see mode'."

Meanwhile, Nintendo announced that Super Mario 3D will launch in November and Mario Kart 3D in December.

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