Nintendo DSi Recommended Extra March 2009

01 & 08 Nintendo DSi_Final

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DSi O D N E A NINT

The inside track on the format that’s designed to be different...

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Better Sound: Improved audio makes sound louder and clearer

candy

Improved Internet Functions: Bespoke Opera web browser

Nintendo’s newest arrival is packed with features that mark it out as a distinct leap forward...

The Nintendo DSi, the third generation of DS hardware, hits UK High Streets on April 3rd and looks set to be the most significant step-change so far for the format, which is already the outstanding hardware phenomenon of the 21st Century.

Key new features include two motiondetecting cameras, enhanced sound, game downloads and inbuilt memory which allows users to customise their DSi. It will launch with black and white versions, and it’s the slimmest and lightest member of the DS family.

The i in DSi is all about individuality. It can take, store, customise and share photos. It can play your favourite music – and allow you to mess about with it. DSiWare software can be downloaded directly from the DSi Shop to make every unit unique in terms of appearance and content.

It is probably the presence of the two cameras that will grab most headlines and imaginations. They take photos at a VGA resolution, but it doesn’t end there. All the pictures can be modified and manipulated using built-in software.

Even before the shot is snapped, you can use the stylus to draw on, distort or apply filters to whatever the camera is pointing at.

Face recognition software allows you to change people’s expressions, morph people together or add accessories such as glasses or even cat ears.

The camera does more than just take pictures, however. Because it’s motionsensitive, it will also change the way DSi games are played. It detects players’ facial features and body movements, so action can be controlled by movement alone; a whole new way to interact with the hardware and

one that’s already proved hugely popular and inclusive on Wii. As for the DSi Shop and the available DSiWare, this is where the DSi experience will continue to evolve and expand through quirky and creative add-ons as well as fullblown games, with loads of new stuff to be announced and launched in the months after launch.

For example, one application will allow users to make animated cartoons or minimovies, while Wario Ware utilises the camera to deliver a completely interactive experience.

Players get started by connecting to the Internet via any wireless connection using the DSi’s Wi-Fi capabilities. Then they stock up on the Shop’s currency – Nintendo Points.

They can get these either online using a credit card or via Nintendo Points cards at retail (the Points can be used in the Wii Shop as well as the DSi Shop). Then, they can just browse, buy and have fun.

DSinfo • Launches April 3rd • £149.99 • Two motion-detecting cameras • Cameras loaded with 11 special effects • Images can be edited after they’re taken • Enhanced volume and sound quality • Built-in internet capabilities • Download games and applications from the DSi Shop • 12 per cent thinner • Available in black or white • Bigger, brighter screen

Power Button: Also allows you to navigate back to the menu screen Thinner: 12% thinner than DS Lite

It’s Black and White: Available at launch in black and white

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Two Cameras: Two cameras built in, one facing out and one facing in can be used to take and manipulate photos as well as for future DSi games

Built-In Microphone: Built in microphone can be used in conjunction with DSi sound to record your own voice

A Faster Processor: Processing power has improved with four times the amount of RAM over DS Lite and improved processor allowing for greatly enhanced DSi games in the future

SD Card Slot: SD slot gives you more memory space, allowing you to store all your music, photos and DSiWare games and applications

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My little Senior product manager James Honeywell talks us through some of the features and strategies behind the DSi… What’s the headline thinking behind the development of the DSi? With Nintendo DSi it is our intention to offer a new member of the Nintendo DS family that will offer new forms of entertainment and enjoyment, ensuring that customers continue to see the Nintendo DS as an exciting, innovative product.

We hope that the various new features will be useful and fun in everyday life and will encourage you to take your Nintendo DSi with you wherever you go. As you start to customise the DSi for yourself, storing your images and sound files in your own DSi, it will increasingly become personal and an integral part of your life.

What would you highlight as the most significant new features?

Although there are many new features, at launch we will be focusing on the camera, sound recording and playback facility and the download service. These three features represent the easiest to access and instantly beneficial aspects of the Nintendo DSi. When customers first start-up their DSi, can they go onto the internet straight away?

As soon as anyone starts up the Nintendo DSi they will find it can be connected to the DSi Shop service, as long as they are in a Wi-Fi hotspot.

Once you have run through the simple set-up process for internet connection and agreed to the basic network services agreement, you will then be able to access various different services including the option to download software.

Amongst the software available at launch will be a new DSi enhanced version of the Opera web browser, which can be downloaded for free and gives you full internet browsing facilities.

What will they be able to get from the DSi shop and what will the pricing be?

From launch there will be a wide selection of software and applications. The pricing structure of these downloads will work in a very similar way to Nintendo WiiWare, but for slightly different prices.

Anyone familiar with the Wii Points system will immediately see the similarity and feel at home with the service. We have divided software into four different levels, starting at 200 points for simple applications, 500 points for slightly more advanced games and 800 for the most feature rich software. The fourth level gives us the option to offer certain software applications for free. From the launch there will be a selection of titles in all four bands and to get everyone off to a flying start we will also be offering anyone who connects during the initial launch 1,000 points for free that they can use to purchase anything they want.

Does the DSi play all current DS games?

The Nintendo DSi is fully compatible with all DS software except titles that require a peripheral connected through the GBA expansion slot as DSi no longer incorporates this feature.

Will there be games released specifically for the DSi, utilising the cameras, that won’t play on the DS Lite?

Initially the only DSi dedicated software will be available through the DSi Shop which can only be accessed through the Nintendo DSi. All software available in-store will continue to be compatible with all models in the Nintendo DS family and ensure that you can confidently make purchases without having to worry about compatibility. Plans for launching DSi specific software at retail have not been announced.

Do you think the initial audience for the DSi will be people upgrading from Lite or people who haven’t got a DS yet and see this as the reason to buy?

We hope that the launch of DSi will stimulate customers of all types. The new features will appeal to different people in different ways and therefore we will attract a wide audience right from the start. It is our intention to continue selling the DS Lite alongside the DSi to give you a choice and will, therefore, be maintaining the availability offering different levels of entry into the Nintendo DS family.

What do you see existing owners doing with their DS after they buy a DSi? We will be actively encouraging our existing customers to ‘pass on’ their old DS to another member of the family rather than simply leaving it to gather dust and will be working with our retail partners to offer incentives for customers who do.

How big is the initial marketing campaign and where are you concentrating your spend?

DSi will be our biggest handheld hardware launch to date and will easily be our biggest campaign this year. We have already planned our activity throughout the whole year as we plan to drive awareness and communication right through to Christmas.

During the initial launch phase we will be mainly focusing on TV aimed at a mass market audience, but we will support this with a large online campaign designed to drive pre-order and awareness in the gaming community. On top of all this activity we will be offering extensive instore promotion and also running national experiential events to ensure that consumers can get their hands on the hardware before they buy.

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HONEYWELL: “DSi will be our biggest handheld launch to date and easily our biggest campaign this year.”

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06-07 Nintendo DSi_Final

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MEDIA

WATCH

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MARKETING

Wobblers

ONLINE • TV • POS The Nintendo DSi campaign highlights a host of new features over the existing DS and DS Lite…

“The DSI feels fun and has buckets of Nintendo charm.”

Rob Waugh, Mail on Sunday

G ONLINE & TV The DSi campaign kicks off with online pre awareness from March 23rd leading into a heavyweight TV campaign starting on March 30th, running for four weeks. The TV advertising will focus on the new camera and sound features of DSi. Throughout all activity there will be a search campaign to enable users to easily find information on DSi online.

G POS Point of sale material will also be implemented throughout the launch phase of DSi aiming to educate consumers of the new features available in Nintendo’s latest handheld. Cubes, wobblers and standees will all carry key information on DSi and an A5 leaflet will be available that will explain DSi in more detail.

Posters

“The DSi is almost certain to sell out when it hits the shelves. It is packed with new features that will make it a mini Wii and media centre all in one tiny package.”

Trevor Davies, NOTW

DSi Packaging

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COMPETITION COMPETITION COMPETITION Nintendo’s always been super-generous with its prizes, but this time it’s pulled out all the stops. Get this: you could win a DSi, the hottest format of the moment, delivered direct to you on the day it’s released, April 3rd. To be in with a shout, just answer the following question:

How many cameras are built into the DSi? A) 0 B) 1 C) 2 Send your answer to dsi@intentmedia.co.uk

01 & 08 Nintendo DSi_Final

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www.nintendo.co.uk