Nintendo's prospects have dimmed since it introduced the Wii U console last November. After posting tepid sales—3.6 million Wii U units sold through June 30, compared with 9.3 million units of its successor, the Wii—the company aims to sell 9 million consoles by next March by offering new games and reducing prices.
To boost Wii U sales, Nintendo will cut the price of the 32GB deluxe version to $299.99, from $349.99 starting Sept. 20, Fils-Aime said.
The eight month-old Wii U will get fierce competition from Sony's PlayStation 4, priced at $399, and Microsoft's Xbox One, at $499, which will hit store shelves in November. Both next-generation systems will come with cloud gaming technology, which lets players stream from remote servers.
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The company has also timed the release of games such as "The Legend of Zelda: The Wind Waker HD" and "Super Mario 3-D World" to reinforce its Wii U console, Fils-Aime said. Third-party titles include "Call Of Duty: Ghosts," by Activision Blizzard, and "Assassin's Creed IV: Black Flag," by Ubisoft, which will be released this holiday season.
These launches "are going to drive the [Wii U] business forward, and we're certainly going to do a lot of marketing activity behind the price decline," Fils-Aime said.
Analysts say the three-decade-old Nintendo has an uphill climb as rivals including up-and-coming GungHo Online Entertainment post millions in sales per day with just one mobile title, "Puzzles & Dragons."
"One of our benefits is that our products tend to sell well over time versus this spike up and go-away type of sales curve that other companies may have," Fils-Aime said.