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Interviews

Jim Merrick

Nintendo's head of European marketing talks Revolution, innovation, competition and more in part one of our interview

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Jim Merrick: As we showed in the testimonial videos in Japan, Kojima-san said this is a really, really creative system and he says that they're thrilled that someone's willing to take a risk. Because it is a risk and hardware companies tend to be fairly risk adverse. For example, the Microsoft model, taking 360 which is basically Xbox on steroids - it's a pretty safe choice. The Revolution offers a lot more creative freedom for developers so they respond very well to it. You know, we have a couple of European developers who're very excited and busy working on it.

Jumping back slightly, Nintendo went through a very similar process with the DS, facing the potentially difficult challenge of educating both consumers and developers about these new forms of videogame interaction. From a development perspective, how is the DS doing? Would you say developers have embraced the DS' unique hardware and exploited it effectively?

Jim Merrick: Initially for third party developers and even for Nintendo to some extent, they retargeted GBA games and moved them to the DS and they didn't take as much advantage of the DS as maybe they could have. Now though, we're really seeing developers embracing the system. Certainly, in Japan, the die seems to be cast on the handheld market with DS outselling PSP two to one. The majority of development in the handheld space is certainly DS.

Keep eyes peeled for part two of our interview with Jim Merrick, appearing on these pages shortly.

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