The Nintendo Wii
Lev Grossman writes about the (not yet released) Nintindo Wii video console in Time. It’s a great read.
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Video games are an unusual medium in that they carry a heavy stigma among nongamers. Not everybody likes ballet, but most nonballet fans don’t accuse ballet of leading to violent crime and mental backwardness. Video games aren’t so lucky. There’s a sharp divide between gamers and nongamers, and the result is a market that, while large and devoted — last year video-game software and hardware brought in $27 billion — is also deeply stagnant. Its borders are sharply defined, and they’re not expanding.
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What to do? Here’s Microsoft’s plan for the Xbox 360: faster chips and better online service. And here’s Sony’s plan for the Playstation 3: faster chips and better online service. But [Nintendo president Satoru] Iwata thinks that with a sufficiently innovative approach, Nintendo can reinvent gaming and in the process turn nongamers into gamers.
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“The one topic we’ve considered and debated at Nintendo for a very long time is, Why do people who don’t play video games not play them?” Iwata has been asking himself, and his employees, that question for the past five years. And what Iwata has noticed is something that most gamers have long ago forgotten: to nongamers, video games are really hard. Like hard as in homework.
The standard video-game controller is a kind of Siamese-twin affair, two joysticks fused together and studded with buttons, two triggers and a four-way toggle switch called a d-pad. In a game like Halo, players have to manipulate both joysticks simultaneously while working both triggers and pounding half a dozen buttons at the same time. The learning curve is steep.
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Nintendo threw away the controller-as-we-know-it and replaced it with something that nobody in his right mind would recognize as video-game hardware at all: a short, stubby, wireless wand that resembles nothing so much as a TV remote control. Humble as it looks on the outside, it’s packed full of gadgetry: it’s part laser pointer and part motion sensor, so it knows where you’re aiming it, when and how fast you move it and how far it is from the TV screen. There’s a strong whiff of voodoo about it. If you want your character on the screen to swing a sword, you just swing the controller. If you want to aim your gun, you just aim the wand and pull the trigger.
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But the name Wii not wii-thstanding, Nintendo has grasped two important notions that have eluded its competitors. The first is, Don’t listen to your customers. The hard-core gaming community is extremely vocal–they blog a lot–but if Nintendo kept listening to them, hard-core gamers would be the only audience it ever had. “[Wii] was unimaginable for them,” Iwata says. “And because it was unimaginable, they could not say that they wanted it. If you are simply listening to requests from the customer, you can satisfy their needs, but you can never surprise them.
Sony and Microsoft make daily-necessity kinds of things. They have to listen to the needs of the customers and try to comply with their requests. That kind of approach has been deeply ingrained in their minds.”