To address their readers’ concerns over pricing of the Nintendo 3DS, 3DS Buzz went right to the source and asked Nintendo UK’s Marketing Manager, James Honeywell, about this topic.

Here we get the answers:

3DS Buzz: When Wii and DS reach the end of their product life cycles, it looks like they will be the two best selling consoles of all time. Part of their success has been down to their relatively low prices. Why aren’t Nintendo sticking with that formula for 3DS?

James Honeywell: We believe 3DS offers incredible value for money when you look at exactly what it offers and what it can do. There seems to be a widespread belief that handheld consoles should always be cheaper than home console counterparts so it’s important to remember that 3DS is a unique product so it’s not always appropriate to compare the cost to other systems. Ultimately consumers will decide if the price is too high. The only way to experience 3D currently is either at a cinema for two hours at a time at an average price of around £10 or to purchase a 3D TV – the cheapest of which are currently priced at around £700 add to that that both of these 3D options are fixed and with 3DS you can take it anywhere – it all starts to add up and represents great value.

3DS Buzz: Why have you left pricing down to retailers and not provided a recommended retail price?

James Honeywell: I’m happy to be able to clear things up here. Under European Law it is illegal for a manufacturer to work with a retailer to ‘set’ a retail price for any product. A retailer is free to sell any product at whatever price they want to sell it for. Prior to the Amsterdam conference we were able to share the trade price of 3DS with our retail partners. This meant that as soon as the conference was over retailers could go-live with their pre-orders at whatever price they wanted to. This has ultimately meant that everyone wins because whilst some retailers chose to sell 3DS for £229, others chose to sell for £219, others for £202 and even some UK retailers for £199. Ultimately by not announcing or alluding to an RRP retailers are free to set a price that works for them and consumers can pick and choose from a range of prices and deals to get the best value.

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