Nintendo continues to capitalize on out-of-ordinary markets

05/5/2008 | Harvard Business Review online

By making its games simpler and more accessible, Nintendo hopes to capture a larger nontypical market. The CEO said the company is spending its money on the gaming experience "not simply to improve the market -- but to disrupt it." It expects to do a U.S. launch of "Wii Fit," which uses an add-on "Balance Board" allowing users to do activities like yoga. The product has been well-received in Japan and Europe.

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