Wii U's embedded social networking service will be a killer app for the system, according to Nintendo of America president Reggie Fils-Aime.
Dubbed Miiverse, it's an online forum for users to share thoughts, make friends, discuss games, swap notes, post doodles, as well as a whole host of other interactions.
"I think that it will pleasantly surprise people," Fils-Aime told AllThingsD.
"As the network grows and the installed base grows, it will prove to be a true killer application for the system, and I say this loving what we have done with Nintendo TVii and loving all the games. Until you try it and experience it, you may not totally understand it."
The executive went on to suggest Miiverse will be "a key differentiator compared to other companies in our space".
"People have to leave the current paradigm behind to understand what we are trying to do. Miiverse is going to be embedded right on the game platform, so literally some of the activity will be able to happen immediately as people experience it," he said.
Nintendo plans to hire a surveillance squad to manually monitor Miiverse posts.
The company has confirmed a Wii U release date of November 18 in the US, and a Wii U release date of November 30 in Europe. Nintendo has set the US Wii U price at $299 for the basic model, while the UK Wii U price will start at £230.