Such is the mainstream appeal of 3DS that Ubisoft expect a good number of casual gamers to be among the console's early adopters.
Usually only the most hardcore of gamers are expected to rush to shops to grab console that's just released, but Ubisoft banks on the 3DS attracting a substantial casual crown from the get go.
"Instinctively, it's easy to assume that the hardcore gamer will be the early adopter to new hardware, and inevitably this will be the case to some extent," Ubi's UK marketing manager Murray Pannell told MCV.
"But when you consider that millions of consumers have already bought into the DS console family, it's not difficult to believe that the broader audiences will come quickly to the new 3DS. As such, our PR and marketing approach will reflect the fact that we need to cater for all audiences - both core and mainstream," he added.
Nintendo is criticised with dominating the Wii and DS platforms, making it tough for third party developers to find success on them, but Pannell in optimistic of a changed approach from Nintendo on the new handheld.
"There is always an expectation that first party will spend large, but in the case of 3DS I genuinely believe that Nintendo will be focusing on ensuring that the overall 3DS platform is a success," he said.
"So assuming that does happen, then it makes the job of attaching more of our games to the install base so much easier."
He could be right. Nintendo of America boss Reggie Fils-Aime said in an interview earlier this month that the company had delayed the launch of some Wii titles to focus on "juggling two big balls" in 3DS and Pokémon Black & White.