Nintendo aims for new audience with ‘Touch Generations’ launch

Nintendo is introducing a new games brand as part of a multi-million dollar campaign designed “to get more and more people interested in video games”.

Called Touch Generations, the launch will be an attempt to target the non-traditional gaming market and those who do not usually play video games, including women and older people.

As the Japanese company continues to roll out non-traditional video games on Nintendo DS, the company will officially begin packaging certain titles as members of the “Touch Generations” brand next month.

The new branding, which will appear on game boxes and displays, is designed to help consumers quickly identify games that are easy for anyone to learn and play.

“We remain committed to turning video games into an inclusive mass medium that everyone can enjoy,” says George Harrison, Nintendo of America’s senior vice-president of marketing and corporate communications.

“Touch Generations will help novices and newcomers identify the fun and uniquely engaging experiences that are available only on Nintendo DS,” he adds.

Four titles that have already been released – Brain Age, Nintendogs, Tetris DS and True Swing Golf – will be the first games in the Touch Generations portfolio. Three new games – Big Brain Academy, Magnetica and Sudoku Gridmaster – will be rolled out under the new branding when they are released in June.

Sony Computer Entertainment has launched the PlayStation Signature.

The new product range is a PS extension that includes shirts, pens, wallets, champagne flutes and wine glasses, as well as a designer crocodile or leather PSP case. The accessories have been launched in Japan, but it is not known whether they will be rolled out in other markets.

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