Nintendo teams with Science Museum to widen appeal

Nintendo has signed a £1m sponsorship deal with the Science Museum in an effort to challenge consumers’ preconceptions about video games.

Nintendo has signed a &£1m sponsorship deal with the Science Museum in an effort to challenge consumers’ preconceptions about video games.

The four-year deal, which was announced yesterday (Tuesday), is part of Nintendo’s New Ways to Play initiative, which aims to broaden the appeal of its games portfolio.

The tie-up with the museum will also include Nintendo sponsoring Game On, a global tour about the history and culture of video games. The exhibit, which will be at the Science Museum from late 2006, will highlight the technological and cultural developments in computer games, from the 1960s to the present day.

The deal will also see the Science Museum expand its Launch Pad gallery. It will also create an interactive gallery, with an educational programme and website, with the aid of Nintendo and principal sponsor Shell.

The games and console manufacturer is supporting its new direction with a series of six games that aim to encourage mental agility skills. A Nintendo spokesman says: “This isn’t about teenage boys in darkened rooms, or ‘gangsta’ rap-style drive-bys, or fantasy role-playing games to dominate your every waking minute. These ‘games’ actually fit into and become a part of people’s lives rather than take over it.”

The games have been created with Professor Ryuta Kawashima, a neuroscientist at Tokyo’s Tohoku University, who has spent 15 years developing his brain-training concept.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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