Nintendo Press Release
Nintendo Drops Price of Best-Selling Game Boy Advance SP to $79.99!
Companion Marketing Campaign Urges Players to "Start Mayhem"
REDMOND, Wash.--Sept. 1, 2004--The hottest video game system in
history is getting the best price in the universe. Starting Sept. 2,
Nintendo's record-breaking Game Boy(R) Advance SP will sell at an
all-time low manufacturer's suggested retail price of just $79.99, a
full $20 less than its current price. The reduction significantly
expands the potential audience of an already dominant consumer
electronics device to a wider range of consumers.
At the same time, Nintendo also paves the way for more "Mayhem" -
the watchword of the new "Start Mayhem" Game Boy Advance SP marketing
campaign that debuts with the new price point, showcasing different
personalities for each of the GBA SP colors.
"This new price point makes Game Boy Advance SP affordable for the
vast majority of the mass market, and gives people a `gotta-have' gift
to automatically put at the top of their holiday gift lists," said
George Harrison, Nintendo of America's senior vice president of
marketing and corporate communications. "Nintendo has always owned the
portable video game market, and this further strengthens our
Game Boy Advance SP, which is front-lit and sports a clam-shell
design, has sold more than 20 million units worldwide, and will
continue its dominance this fall with an impressive lineup of games.
Before the end of the year, Nintendo will launch titles like
"Pokemon(R) FireRed," "Pokemon(R) LeafGreen," "F-Zero(R) GP Legend,"
"Mario Pinball Land(TM)," "Kirby(TM) & The Amazing Mirror," "Donkey
Kong(R) Country 2," "Final Fantasy(R) I & II: Dawn of Souls" and
"Classic NES(R) Series 2," which features old-school games like
"Metroid(R)," "Castlevania(R)," "Dr. Mario(R)" and "Zelda II(TM): The
Adventure of Link(R)." Added to this will be more than 50 titles
hitting the market from Nintendo licensees.
In addition, Game Boy Advance SP continues to expand its range,
with the Game Boy(R) Wireless Adapter that comes packaged with
"Pokemon FireRed" and "Pokemon LeafGreen," as well as Game Boy(R)
Advance Video, novel video paks that let users watch cartoons right on
their Game Boy Advance units.
The "Start Mayhem" campaign features CGI-animated Game Boy Advance
SP units brought to life in a variety of fun situations. Each color
unit demonstrates a different personality. The campaign kicks off with
videos featuring the Flame and Onyx systems. To view the videos, log
onto www.startmayhem.com starting Sept. 2.
The worldwide leader and innovator in the creation of interactive
entertainment, Nintendo Co., Ltd., of Kyoto, Japan, manufactures and
markets hardware and software for its popular home and portable video
game systems. Each year, hundreds of all-new titles for the
best-selling Game Boy(R) Advance and Nintendo GameCube(TM) systems
extend Nintendo's vast game library and continue the tradition of
delivering a rich, diverse mix of quality video games for players of
all ages. Since the release of its first home video game system in
1983, Nintendo has sold more than 1.9 billion video games and more
than 170 million hardware units globally, creating enduring industry
icons such as "Mario(TM)" and "Donkey Kong(R)" and launching popular
culture franchise phenomena such as "Metroid(R)," "Zelda(TM)" and
"Pokemon(R)." A wholly owned subsidiary, Nintendo of America Inc.,
based in Redmond, serves as headquarters for Nintendo's operations in
the Western Hemisphere.
For more information about Nintendo, visit the company's Web site