Skip to Content

AOL Tech

Video Games

Nintendo Targets Women & Grandparents

Nintendo Tauts Expansion of Gamer Market

Nintendo has been selling out of its little white Wii console since its release late last year, and sales of the DS Lite portable have been equally stellar. At last week's E3 video game conference, Nintendo demonstrated that sales of both systems have been fueled largely by groups that aren't typically seen as, well, gamers. Making the systems as accessible to non-gamers as possible was one of the key design concepts when Nintendo designers were piecing the systems together. According to Nintendo's own research, that work is paying off.

From the DS and success of general-appeal games like 'Nintendogs' and 'Brain Age' Nintendo has managed to boost the portable gaming side of things. Portable gaming consoles now account for 50 percent of all video game system sales. That's up from 30 percent in 2002. The DS alone makes up for half of those sales, while Nintendo's older handheld, the GameBoy Advance, makes up most of the remaining half. Though it has been gaining steam lately, that still leaves the PSP with very little market share.

Thanks to those games on the DS and the pick-up-and-play nature of the Wii, Nintendo has managed to break long-standing industry standard demographics as well. For example, women make up an impressive one third of Nintendo gamers compared to about 20 percent for the competition. Likewise, while game companies typically target young males, half of all men over 50 have tried the Wii. This expansion of the gaming industry has resulted in an amazing 56 percent increase in sales of games and game hardware compared to last year in the U.S., and an even more impressive 114 percent increase in Japan.

With the DS being seen as a tool for seniors to ward off dementia, and the Wii getting more and more recognition as a healthy and fun way for everyone to game, by next year the mainstream gamer may indeed just be ... mainstream.

Related Links:

Reader Comments (Page 1 of 1)

Add your comments

Please keep your comments relevant to this blog entry. Email addresses are never displayed, but they are required to confirm your comments.

When you enter your name and email address, you'll be sent a link to confirm your comment, and a password. To leave another comment, just use that password.

To create a live link, simply type the URL (including http://) or email address and we will make it a live link for you. You can put up to 3 URLs in your comments. Line breaks and paragraphs are automatically converted — no need to use <p> or <br /> tags.

Switched Video

Follow Switched on Twitter

Deals of the Day

Latest Reviews from CNET.com

CNET provides the latest tech news, unbiased reviews, videos, podcasts, software, and downloads, making tech products easy to find, understand and use.

Top Product Reviews

  • Home Audio Reviews

    9.0 out of 10

    Definitive Technology BPX
    Works great with Dolby Pro Logic and Dolby Digital. Full Review

    9.0 out of 10

    Denon AVR-4306 (black)
    Incredibly well-featured 7.1-channel receiver; excellent sound quality; three HDMI inputs; converts analog video to HDMI output; upconverts analog video to 720p/1080i HD resolution; iPod and USB MP3 player connectivity; Internet radio and MP3/WMA streaming audio via built-in Ethernet port; XM Satellite Radio compatible; touch-screen remote; multizone, multisource operation; browser-based control via home network; accurate autocalibration routine. Full Review

    8.8 out of 10

    KEF KHT3005 (black)
    The KEF KHT-3005 is one compact, beautifully designed speaker package with solid aluminum satellites that feature unique driver technology to produce incredible clarity. Meanwhile, the equally astounding dual 10-inch, 250-watt powered subwoofer delivers ultradeep bass. Full Review

  • Cell Phone Reviews

    8.7 out of 10

    SignalBoost Mobile Professional Amplifier Kit
    The Mobile Professional Amplifier delivers a powerful signal boost to your cell phone. Also, it offers a compact design and easy setup. Full Review

    8.6 out of 10

    Wi-Ex zBoost YX510-PCS-CEL cell phone signal extender
    The Wi-Ex zBoost YX510-PCS-CEL significantly boosts your cell phone reception and is easy to operate. Also, it uses a wireless connection to your phone. Full Review

    8.3 out of 10

    LG VX6000 (Verizon Wireless)
    Compact and stylish; impressive battery life; solid audio quality; sharp color screen; built-in camera; USB ready; affordable. Full Review

  • Digital Camera Reviews

    9.3 out of 10

    Canon EOS 1D Mark III
    Extremely fast, 10-megapixel continuous shooting; very low noise; highly customizable; well-designed body with weather sealing; 3-inch LCD; abundant optional accessories. Full Review

    9.3 out of 10

    Nikon D3 (body only)
    Full-frame sensor; well designed, pro-level weather-sealed body; very low noise, even at extremely high ISOs; fast. Full Review

    9.0 out of 10

    Canon EOS-1Ds Mark III
    Very low noise, high quality images; 21.1 megapixels; live view shooting; pro-level build-quality and performance. Full Review

  • Desktop Reviews

    8.9 out of 10

    Velocity Micro Edge Z30 (Intel Core i7)
    Best value among midrange gaming PCs; Velocity Micro's consistently high build quality; compact case makes few sacrifices; second graphics card slot previously uncommon at this price. Full Review

    8.5 out of 10

    Apple iMac (24-inch, 2.8GHz)
    A minor specification update results in some significant performance gains; graphics upgrade an option on this 24-inch model; sleek, polished design didn't receive an update, but we won't start clamoring for a new design until the current one is at least 12 months old. Full Review

Featured Galleries

Nissan Land Glider
Vintage Keyboards
Retro Computer Logos
Vintage Computer Festival
Motorola CLIQ
iPod touch
iTunes 9
Video iPod Nano
The Beatles: Rock Band

 

Switched Desktop

Get the New Switched Desktop

Latest tech news, Switched mail, and more.

AOL Tech Network

Resources

Autoblog

Daily Finance

Download Squad

Engadget

Joystiq

Urlesque

Fanhouse Main

WalletPop

Gadling