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Nintendo To Launch Brain Game Overseas

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posted on Friday, April 07, 2006

NINTENDO TO LAUNCH BRAIN GAME OVERSEAS
The Yomiuri Shimbun
April 5, 2006

Original Link

Nintendo Co. announced Tuesday it would produce overseas versions of its popular mind-challenging game for sale in Europe and the United States.

The game, which targets adults trying to enhance their mental agility, has sold about 4 million copies in Japan. The game has players repeatedly complete simple math problems and other brain-teasers and then has their apparent mental age assessed based on the player's speed. The game has proven popular with middle-aged and elderly people.

The Kyoto-based video game maker is trying to develop a new overseas market niche aimed at molder people that have been alienated by the video game market, which generally targets younger people, the firm said.

The game is the brainchild of a team led by Prof. Ryuta Kawashima of Tohoku University, who recommended the development of brain-strengthening exercises using math drills, kanji-writing exercises and playing janken (rock-paper-scissors). The idea that the game helps keep the mind agile and prevents it from deteriorating has made it popular with older people.

The version to be launched in the United States on April 17 will be called "Brain Age ," and will differ from the original in consideration of cultural differences. Janken will be dropped and the number game sudoku will be added, as well as other changes.

In addition to English, the game will also be available in French, German and Spanish and will hit the European market in June.

Nintendo President Satoru Iwata said at a press conference in Osaka on Tuesday that the firm hopes to sell at least 2 million copies of the new game.

The U.S. video game market had been growing until 2005, when it decreased by 6 percent from the previous year.

The firm said it hopes the catchphrase "train your brain" will click with older customers in the United States and Europe, even if they have never played such games before.

The firm revised its estimated consolidated post-tax profit as of March 2006 to 95 billion yen, exceeding 20 billion yen from November 2005 due to buoyant sales of DS games and profit margins gained from exchange rate changes.

Nintendo's annual dividend is expected to increase to a record 370 yen, up 100 yen from the previous quarter.


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