With Microsoft and Sony leading the pack this year with the console war many have questioned where Nintendo stands in the conversation. With their new 2DS and 3DS bundle along with the Wii U, Nintendo doesn't have any strong competing platforms, however, they do offer gaming platforms that are different than the Xbox One and PlayStation 4 and have a different target market, so Nintendo may not be far behind.
According to VideoGamer, during the company's Q2 briefing Nintendo's Iwata said:
Other companies will launch new consoles (in the overseas markets at the end of this year), but I think they focus on targeting highly skilled users. Therefore, in that sense, though the competition will heat up because new game consoles will come out and there will be a 'war of the game consoles' played out in media articles, we wonder if the target user will actually be the same.
The games available at the end of this calendar year, 'Super Mario 3D World,' 'Wii Party U,' 'Mario & Sonic at the Sochi 2014 Olympic Winter Games,' 'Wii Sports Club' and 'Wii Fit U,' all lean more toward family use, and we are targeting those who bought Wii and would be interested in the Wii U offerings. That is slightly different than what other companies are aiming for.
Thus, in the sense that we attract consumers interested in this category of video games, I think the launch of other video game systems is also good for us because they energize the video game industry as a whole.
In a conversation I had with a Nintendo representative they do feel as though they have a strong position. When I asked how they plan to position themselves against the new console releases the representative said,
Our focus is more on the games and value we have to offer our users this year. We have many games releasing for the Wii U and a new Zelda 3DS bundle that we feel will sell well. We also have the new 2DS that will be a great starter for handheld gamers and something we feel will sell well this holiday season.
With Nintendo having a different target market than Microsoft and Sony as well as having new games titles announced like 'Mario Kart 8' and 'Donkey Kong Country: Tropical Freeze' it would not be a surprise to see game sales be on the rise this holiday season.