Modojo

R.I.P. Game Boy

Nintendo's "third pillar" has crumbled thanks to multiple Nintendo stumbles, and the unstoppable might of the DS. We take a closer look at the death of the "Game Boy" brand...

Back at E3 2004 when Nintendo unveiled the Nintendo DS for the first time, many asked what's going to happen to the Game Boy. Obviously with both units being portable game machines it didn't really make sense to call the new dual screen gizmo Nintendo DS; when you have a brand name as recognizable and as successful as the Game Boy line it would make logical sense to take advantage of it. Why not simply call it the Game Boy DS? Well early on Nintendo claimed they were going for a three pillar strategy. Have the GameCube cater the home console market, the Game Boy to attract to the hardcore on the go gamer, and the Nintendo DS to attract to the casual gamer and eventually attract to non-gamers as well.

Now in 2006 we've slowly seen the GameCube all but wither away to make way for the new and exciting Wii. The Nintendo DS is in full force with a sexy redesign and is boasting booming sales all over the world. Well all of that is nice and all... but what about the Game Boy? Didn't Nintendo commit to a three pillar strategy? Well apparently not. Even though after dominating the handheld market since it was introduced in the late 80's the Game Boy name has quietly been shown the door.

However Nintendo didn't completely leave the Game Boy Advance in the dust. In fact in late 2005 the Game Boy saw another make over with the Game Boy Micro, a microscopic and stylish design aimed to attract to the image conscience demographic. But a year later the Micro has only managed roughly 2 million in worldwide sales. Compare that to the Game Boy Advance SP which is close to 40 million in sales and it's fairly obvious the Micro bombed at retail.

Third pillar? Hardly.

Nintendo themselves stated at their corporate management briefing earlier this year that, "The sales of Micro did not meet our expectations." So is the Micro to blame for the dying Game Boy name? Does the Game Boy even have a future of that matter? Let's take a look.


Copyright 2007 Modojo. Contact Us | Privacy Policy