Can Nintendo Get a Seat in the Digital Living Room?

Sunday, 16 Sep 2012 | 3:33 PM ET

Enticing consumers to buy the new Nintendo Wii U game console for their living rooms comes down to unique content and an innovative user experience, Reggie Fils-Aime, Nintendo of America President and COO, told CNBC’s "Closing Bell" on Friday.

Source: Nintendo

Nintendo's new version of the Wii console has a built-in DVR that will allow users to watch and record live television like a cable set-top box.

“Think of it as a super remote and a super aggregator for all your video content,” the Nintendo executive saidof the new console. In addition to recording regular TV, the console provides access to video on demand content from Netflix , Hulu and Amazon. (Read More: Nintendo’s New Wii U Tackles TV.)

Fils-Aime said that content is what will separate Nintendo from competitors like Sony and Microsoft, since Nintendo content like "Super Mario Brothers" is not available on other platforms. “We think the content and additional services we offer on our products is what will compel consumers to buy our products,” he said.

Innovation is also important. “We believe we have to bring new experiences — not just better graphics, not just faster processors — in order to excite the consumer into the new system,” he said.

Nintendo's Wii U Revealed
Reggie Fils-Aime, Nintendo of America President, explains why customers should be excited about the Wii U.

Nintendo has also strategically chosen to keep its content off other gaming systems and platforms including Apple’s tablets and phones.

“We generate revenue and profit by selling the hardware as well as selling the software,” Fils-Aime said. “We believe the best experience for the consumer is tied to the hardware we make because we know how to push the best performance.” (Read More:Nintendo Wii U Release Date and Price Revealed.)

Nintendo expects growth to come from three places over the next few years — Wii U, Nintendo 3DS and expansion into new regional markets in Eastern Europe, Latin America and Asia.

“For as much as I’m excited about the Wii U, Nintendo 3DS is what’s going to drive our financial performance in this current fiscal year and beyond,” he said.

  Price   Change %Change


Contact Technology


    Get the best of CNBC in your inbox

    › Learn More
  • Matt Hunter is the senior technology editor at CNBC.com.

  • Cadie Thompson is a tech reporter for the Enterprise Team for CNBC.com.

  • Working from Los Angeles, Boorstin is CNBC's media and entertainment reporter and editor of CNBC.com's Media Money section.

  • Jon Fortt is an on-air editor. He covers the companies, start-ups, and trends that are driving innovation in the industry.

  • Lipton is CNBC's technology correspondent, working from CNBC's Silicon Valley bureau.

  • Mark is CNBC's Silicon Valley/San Francisco Bureau Chief covering technology and digital media.