Nintendo launches trade-in scheme as latest weapon in war of consoles

Nintendo is to step up the video games war by launching a trade-in scheme for rival consoles.

The company is understood to be talking to games retailer Electronics Boutique about offering a trade-in against the Sega Saturn and Sony PlayStation consoles.

The offer will consist of 25 cash back and up to two free games when an N64 machine is bought and a rival console handed in. The offer is expected to begin later this summer.

One senior source at a major software publishing house says: “The two companies are putting the final touches to this deal. From now until Christmas there will be a price war between Nintendo and the Sony PlayStation.”

Nintendo confirms it is in talks with Electronics Boutique about the offer and says other retailers may enter the deal.

The move follows the N64’s 100 price cut last week, which reduced the price to 149. THE Games, which distributes the console in the UK for Nintendo, claims the machine has sold 70,000 units since its March 1 launch.

The market leader is the Sony PlayStation, which has sold 1 million units since its launch in 1995.

Head of marketing for PlayStation Geoff Glendenning says: “Early research shows that people are beginning to bring back their N64s because they can’t get enough games. If Nintendo introduces this new strategy, I think it will backfire.”

News Analysis, page 23

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here