Nintendo Speaks

By Lee Sanders 29.03.2003 1

Proof from Nintendo that things are not all they might seem....

"Today marked the launch of Nintendo's latest desirable console hardware: the ultra-slick GBA SP. Addressing many of the problems associated with original GBA while simultaneously targeting a more mature, fashion-conscious audience, Nintendo has high hopes for its brilliantly conceived, pocket-sized bundle of joy.
To mark the launch of SP, Nintendo held a Pockets exhibition in London, celebrating everything and anything to do with, um, pockets. GBA SP fits in your pocket, y'see? The exhibition was then followed by a lavish, glitzy event to which mainstream paparazzi and various media and fashion types were all invited.

Strangely enough, however, the launch event for this games console was strictly off limits to the games press itself; possibly we're not considered cool enough to be seen in public with Nintendo's swanky new hardware.

But luckily enough, since we'd had a shave and changed our pants last week, we were permitted to visit the event during the day yesterday, when we were able to sit down with Nintendo of Europe PR manager Shelly Friend for an in-depth discussion.

With an all-important front-light, flip-top design and rechargeable lithium battery plus an ultra-sexy, gadgety appearance, SP seems to be pressing all the right buttons. But there were wider issues that needed addressing, so read on for the full transcript while we go buy some hair gel and get our teeth whitened.

What's the Pockets exhibition all about? Why did you choose to promote the launch of SP in this way?

Friend: For the launch of GBA SP we wanted to do something a little different. One of the unique things about the product is that it's obviously pocket-sized, so we decided to look deeper into pockets and it's amazing what information there is out there.

There's a fascinating history - the first pocket was in the thirteenth century, right through to present day where pockets are really important in terms of fashion. We also took a look at pockets in films, and there are some very famous scenes from films like The Great Escape, Titanic and Oliver.

We also took a look at the content of famous people's pockets on the day they died. Elvis, for instance, had a can of mace because he was paranoid about getting killed - which is quite ironic. And one of the key parts of the exhibition is pockets and technology, about how technology has become more pocket-sized. A key section of this is the history of handheld gaming.

One of the people you've enlisted to help promote SP is fashion designer Wayne Hemingway. What on Earth has he got to do with videogames?

Friend: One of the key things about Hemingway is that he is an iconic fashion designer, the founder of Red or Dead. We wanted to give the exhibition credibility and he's a big spokesperson for the design industry - one of the main features of the GBA SP is its unique design which is appealing more to stylish, fashion-conscious gamer. The link is more about design than the games, but he is a bit of a fan of SP.

So he's hardcore into his games, then?

Friend: Er... Well he's sort of a casual gamer, should I say. I think the key thing for SP is that it isn't necessarily just the hardcore who will buy into it - we're looking to stretch the market much broader. It sits there alongside gadgets like PDAs and minidisc players.

<
b>In the press material, Hemingway describes the pocket as "the litmus test of the modern psyche." Can you explain what that means?

Friend: [laughs] Absolutely no idea! You should ask him.

Everyone seems to be in agreement that SP is a fantastic piece of kit that rectifies the main gripes with original GBA, i.e. the screen. What are your initial expectations for it in Europe?

Friend: We think it's going to be huge. We're shipping in 400,000 for day one in Europe and from what we've seen in Japan and the US, we sell as much as we ship, so we think that will go quite quick. There's a million units coming in by the end of May.

[b]The release of Pok

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