Wii Encore

EXECUTIVE SUMMARY

INTRODUCTION

The gaming market worldwide sold more than 780 million Wii and Xbox 360 units by June 2011. Wii with motion-sensor controllers stormed the market and led in sales from 2006. In 2010 Sony and Microsoft unveiled systems with new technologies in motion-sensor controllers and also packaged additional system benefits like streaming movies and television shows. Dedicated console gaming also faced competition from an increase in mobile gaming devices and online social games.

Wii did not find its appeal with traditional hardcore gamers or on-the-go gamers passing time before their next scheduled event. Wii attracted more casual gamers who simply took some time to relax and have some fun. Wii appeal brought people together to share moments of fun.

ANALYSIS

While R&D researches new technology for the next generation of Nintendo’s gaming system, Marketing can maximize the niche that exists for the current Wii system. Redesigning or retrofitting existing Wii systems to compete with Xbox 360 and PlayStation 3 would be cost prohibitive. The current production process is cost efficient. Marketing can generate a campaign to reach untapped users who value togetherness and fun. Obesity is an epidemic in the world today. Wii represents a health benefit that is fun. Senior homes and communities struggle to find ways to slow the aging process among its residents. Wii represents a safe and meaningful activity for those in the twilight of life. Children and others who are classified as special needs desire to compete in sports and activities like their normal peers. Wii represents the capability to safely host competitive sporting events for this increasing segment of society. Tournament play captures the hearts and imaginations of millions on a yearly basis. Wii represents the opportunity to host electronic tournaments after the fashion of March Madness and PBA bowling.

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