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Nintendo has just launched today its new portable console Nintendo DS to Europe, the occasion for us to put some questions with Stéphan Bole, chairman of Nintendo France and Laurent Fisher, Responsable Marketing for Nintendo France concerning the current situation of the company and the arrival of Nintendo DS in France.
Interview Nintendo - Stéphan Bole, chairman of Nintendo France
JEUXFRANCE: Which is the current situation of Nintendo in the world?
Stéphan Bole: On a world level, the situation of Nintendo is very healthy. The sales of Nintendo on the fiscal year in progress (at at the end of March) should reach the 4.3 Billion with excellent financial ratios. The group does not have debts and has a treasury of 9 Billion dollars, what to continue to invest in the search and the development of consoles and plays...
In the World in 2004, Nintendo once more was the first manufacturer, in sales of consoles: our competitors tend to forget it but Game Boy Advance was the console most sold in 2004 with more than 33 Million specimens, far in front of PlayStation 2.
Lastly, Nintendo launched successfully its new portable console, Nintendo DS, on the American and Japanese markets: nearly 3.5 million DS were sold on these markets, before even European launching.
Which is the place of Europe within the strategy of Nintendo ?
Europe is the area of the World which obtained the greatest attention and the greatest support on behalf of the leaders of Nintendo Japan lately, Satoru Iwata its president at the head.
The Européen market knows a considerable growth and it is not rare any more to see plays leaving to Europe at the same time, even... before the USA or Japan, like that was the case for Metroid Prime 2: Echoes, or The Legend of Zelda: The Minish Cape ! It is not rare any more to see Messrs Iwata, Miyamoto or Aonuma in Europe and France.
Which are the characteristics of the French market for Nintendo ?
The French market is very dynamic, in particular on GameCube, and we have the concern of offering to the gamers the most pointed plays, of Bruise of Symphonia in Baten Kaitos: Eternal Wings and the Lost Ocean while passing by Final Fantasy: Hook Chronicles or Resident Evil 4. With believing of them the very beautiful scores carried out in France on Crossing Animal, Bruise of Symphonia, the series of Mario Party, or even Donkey Konga, the French gamers particularly seem to appreciate the step of Nintendo which consists in trying to propose plays funs to them, very innovating, often multijoueurs and particularly neat in their development.
Today, 3 years after its launching, of many gamers, even if they have PlayStation 2, continue to crack to buy GameCube in France to have access to very great plays as Tales of Symphonia. Soon, in same logic, they will be able to buy a splendid limited series of GameCube with Resident Evil 4, the perfect play if one believes criticisms of them.
Where is the GameCube in its cycle of life located today?
GameCube is present in 1,1 million French hearths very very far in front of Xbox of Microsoft.
It is necessary to distinguish the cycle from life of the sales of consoles, of that of the software. If the sales of all the consoles 128 bits start to drop, the sales of the software continue to strongly progress, because it is necessary to take into account the effect of park! The players want plays for their consoles and know that like always, the best plays of the present generation will be much higher than the first plays which will arrive in 2006 on the following generation!
The sales of GameCube plays thus still will progress and reach their higher level in 2005. In France in 2004, it was sold 2.6 million software of GameCube plays, and we think that the market could approach the 3 million units in 2005 thanks to the leading program most powerful since the launching of GameCube (with in particular Resident Evil 4, Mario Party 6, Baten Kaitos: Eternal Wings and the Lost Ocean, Star Fox Assault, Fire Emblem GCN or of course the new episode of The Legend of Zelda),
Which is the assessment of the sales of the range Game Boy Advance for the year 2004?
Game Boy Advance was the console most sold to Christmas 2004, and the park reached 2.6 million units in France (which are added to the 6.8 million Game Boy of the preceding generation). The Legend of Zelda: The Minish Cape, Final Fantasy I & II: Dawn of Souls, Mario Vs Donkey Kong or Pokémon Vert Break into leaf and Pokémon Rouge Fire reached the best scores of sales.
Which are the objectives of Nintendo for the year 2005, which is the true challenge?
In France, our objectives are to succeed in attracting the most possible players with Nintendo DS, including more occasional players. All our other challenges will be revealed in E3 but to make new The Legend of Zelda GCN the set of all the records will form of it surely part.
Nintendo has just left Nintendo DS to Europe after its launching Japanese and American a few months ago. Which is the concept of this new portable console?
The launching of Nintendo DS is strategic: it is the ideal machine to still widen the market of the portable console.
With its 2 screens 3d, its touch screen, its communicating functions of cat in local area network and Wi-Fi, Nintendo DS will revolutionize the experiment of play on portable console. The touch screen in particular, creates an interface of play intuitive, extraordinarily simple to take in hand. It makes it possible Nintendo DS to allure as well the experienced players as occasional players, man or woman.
How did you prepare the French launching of Nintendo DS?
The best means of rendering comprehensible the concept of Nintendo DS - to make discover new ways of playing - is to put it between the hands of the players, to make it test with the greatest number! To test is to include/understand immediately the utility of the touch screen, it is to feel this instantaneous pleasure of the play that it gets. We thus have, by the means of many events and of the 750 terminals of demonstration, privileged the catch in hand of the machine by the players. And the return is extremely positive.
Which will be the characteristics of the Marketing countryside for Nintendo DS in Europe? Which type of public do you target exactly?
By the completely new experiment of play qu ' it proposes, Nintendo DS is a console which at the same time makes it possible to touch the players most experienced but also of touching a public, man or woman, very broad. Us minks thus all those which like to play!
How does Nintendo vis-a-vis with the new portable consoles able position to read music or video in more of the video game like in particular the PSP of Sony? Does your strategy remain the same one compared to this concept turned towards the multi-media one?
When basically Sony and Microsoft have industrial strategic concerns of multi-media convergence, Nintendo remains concentrated on the innovation in the experiment of play alone or with several, off-line and on-line, and does not hesitate with challenger the practices of the players, to redefine contours of the video game, free to surprise them by offering more intuitive concepts, more innovating and with final more amusing, more fun because we do not forget that that remains the finality of the VIDEO GAME...
In short, we are with the listening of the players, and we are wary of the industrial phantasm of convergence. Who wants to listen to his favorite musics in MP3 with a refrigerator in the pocket? We believe more in the consumer equipped with Nintendo DS and... of I-Pod!
Did the delay of the PSP of Sony modify the strategy of Nintendo in Europe?
We had envisaged to quickly launch Nintendo DS to Europe after its introduction to the USA and in Japan, we do it.
Nintendo is very excited by the reception which the Européens players will reserve for the major innovations of Nintendo DS and which they will not find on any other portable console.
We are absolutely not obnubilated by what our competitors do...
How Nintendo DS position will compared to Game Boy Advance?
Nintendo DS will allure the gamers, as well as new players. Game Servant boy Advance with his 600 plays and its gravitational price will continue its fast development, and will remain the best portable proposal mass market near the children.
One sees it in Japan or in the USA, the sales of Game Boy Advance were doped by launchings of Nintendo DS and Sony PSP, and it is all the segment of the portable consoles which in profited.
Which is the future of the consoles of living room for Nintendo ? We have from now on the impression that Nintendo more supports the innovation in the way of playing that the increase in the technical capabilities of the hardware, which is your opinion on this direction?
The recent speech of Mr. Iwata at the time of the GDC of San Francisco should put in boiling the fans of technology: connection on line without wire Wi-Fi included directly in our next console of living room "Revolution" and the enthusiastic comments of the president ofATI Technologies in load of its graphics processor "Hollywood" at the side of IBM for its main frame "Broadway" are rich of significance. The selected code names should also make you dream on the capacities of the console which would like to compete with largest US blockbusters.
But Mr. Iwata said itself: many others advertisements on the specifications of the "Revolution" and the innovations which it will bring to the world video game will make at the time of E3 but it will be necessary to be patient until our next advertisements...
A last question, which do you think of the situation ofUbisoft vis-a-vis of Electronic Arts ?
Ubisoft has much talent. Nothing astonishing thus with the current situation. The future will tell us the continuation of the events but beyond this topicality it should be remembered that it is the market as a whole which is touched by the phenomenon of concentration.
Interview Nintendo - Laurent Fisher, Responsible Marketing of Nintendo France
JEUXFRANCE: How was the concept Nintendo DS invented ? Which were the various stages of reflexions to lead to such a project?
Laurent Fisher: The concept Nintendo DS fits perfectly in the logic and the "historical" philosophy of Nintendo. It is a question of proposing new interactive experiments with the players. For that purpose, one should not hesitate to upset the standards in force, to even go to against current of the commonly allowed ideas. For example, the double screen, in a culture deeply "mono screen", is a way of innovating. Finally, this track of the two screens is the result of the reflexion already carried out with the experiments of connectivity GameCube-GameBoy Advance (with the combination screen TV/Ecran GBA). The touch screen is as for him the best solution to propose the most natural and intuitive interface which is. The voice recognition follows same logic (and it is also used in Mario Party 6). Lastly, the multijoueurs is in the heart of the reflexion of Nintendo since always, a version without wire with 16 Players is a dream of player who is carried out!
Do you note a change of direction on the level of the strategy of Nintendo as regards the development of new consoles?
We always follow our logic, it thus does not have there change of direction in our strategy. Simply, our direction is not inevitably that which the others borrow!
Which would be the perfect play on Nintendo DS according to you?
It is under development, you will discover it in the months which come...
How does Nintendo DS compared to the PSP of Sony position?
Nintendo DS does not position compared to another console. The gameplay proposed is absolutely single: had already blown on a console to extinguish a candle? (Project Rub). Which other console enables you to combine a strafe and an instinctive headshot and ultra precis with a directional cross and a stylet? (Metroid Precedes Hunters)...
Does Nintendo envisage new colors for Nintendo DS?
As on each one of our consoles, we will propose probably other colors of DS later.
Is Nintendo DS sold with a baptized application PictoChat incorporated in the machine, of what consists this program?
Pictochat, it is a software which makes it possible to send instantaneously and free a message writes manually or a drawing with 16 people in a radius of 30 meters. It is fun, it is a marvellous tool of drague/d' assistance at the time of examens/de recruitment of adversaries as multijoueurs.
Will Nintendo be able one day to become personal Organizer with various control programs?
If a developer of software of this type decides it, all is possible.
Which are the plays that you advise us for the exit of the console in France?
It there A 14 plays available to launching: there is for all the tastes, with you to choose!
Are super Mario 64 DS will be one of the 14 plays available the day of the launching of Nintendo DS, which the true contributions of this new adaptation on Nintendo DS compared to the version already left on Nintendo 64?
The developers worked over again the play to benefit from the characteristics of the DS: They enriched the solo mode with 30 stars in more and integrated a version of gameplay with use of the touch screen. A multijoueurs mode to 4 with only one chart of play makes it possible to use the function wireless machine and ad infinitum prolongs the lifespan of the play. Lastly, there is a long string of delirious mini-plays which exploit all the facets of the touch screen to free.
The first consoles Nintendo DS delivered to launching contain the playable demonstration of Metroid Prime Hunters : Is First Hunt, really possible to effectively associate kind FPS the singular concept of Nintendo DS?
I think that the DS is the ideal console to play the FPS! the feeling tested by controlling its character with the stylet or the inch (and DS straps it) is single. The only possible comparison in term speed and precision is the combination souris/clavier on PC! Without forgetting the multijoueurs mode without wire, easy to implement.
Do you think that the developers will be able really to produce plays effectively using all the possibilities which Nintendo DS can offer, in particular the tactile functions and the two screens of the portable console?
It is obvious. Nintendo DS is a tool of dream for the developers. They can explore many tracks which did not exist before the DS. They is already enthralling as a player to imagine his type of preferred play using the capacities of the DS (for example dribbler and to draw with a stylet in a play from foot, to control fates and magics on line with the touch screen during a combat 3 D real time in a RPG...) Then put at the place developers...
Nintendo announced more than 120 titles under development on Nintendo DS at the time of its press conference last January in Paris. We could discover Mario Kart DS, will the gameplay of the play remain traditional or will be completely new for the series? Which would be the utility of the stylet?
There I alas was not likely to be able to play, you saw some as much as me with the conference! What is obvious it is that only the fact of being able to play 8 as a multi-players mode is very promising!
Can you say some to us more on Touch! Kirby' S Magic Paintbrush envisaged on Nintendo DS, in particular concerning the principle and the gameplay of the play?
The concept is very simple, it acts to advance Kirby through levels of play, by recovering no-claims bonus and special move. What changes basically thanks to Nintendo DS, it is that the player draws the course of Kirby with his stylet: the traced line propels Kirby above, as the bands of accelerators of F Zero!. With the player to choose the best course, to draw it to direct Kirby, and "to clean" the enemies while clicking above. Nintendo DS thus allows a gamelay completely innovating!
You would have European dates of exit for Yoshi Touch & Go already available to Japan and Touch! Kirby' S Magic Paintbrush on Nintendo DS?
Yoshi Touch & Go will be available on May 6, but we do not have yet a date for Kirby
When is play on line for Nintendo, Nintendo DS will profit from a service of play online comparable with Xbox Live of Microsoft ?
Mr. Iwata has just announced that Nintendo DS will profit from a Wi-Fi service of play online! And I am certain that this service will have nothing to do with Xbox live! In addition the service Wi-Fi de Nintendo DS will be free for the players who trust us, which will enable them to be connected anywhere!!!
How the planning of exits of Nintendo is organized for the next months?
We have just announced our planning for the second quarter, with on GameCube large April: In Baten Kaitos: Eternal Wings and the Lost Ocean, Star Fox Assault, Viewtiful Joe 2 follow-up in June by Donkey Konga 2.
On GBA Yoshi Universal Gravitation and its gameplay single thanks to the sensor of movement arrives on April 22, splendid Kingdom Hearts: Chain of Memories is envisaged on 6 May, followed in June of Wario Ware Twisted! (which combines sensor of movement and kit vibration!) and of Mario Advance Party. Lastly, to the 14 plays of launching on March 11 will come amongst other things to be added Yoshi Touch & Go, Need for Speed, Star Wars: The Revenge of Sith
What prepares Nintendo for E3 this year?
What is confirmed is that we will be able to play The Legend of Zelda GCN, which is already enough to make waiting unbearable. For the remainder, Go on the stand...
A last word for our readers?
PLAY!
We make a point of thanking Stéphan Bole, Laurent Fisher and Mathieu Minel de Nintendo France to have granted a little their time to us to carry out this interview.