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Wii Bundles, Nintendo America President Talks Tough

by December 19, 2007

Nintendo America President, Reggie Fils-Aime says he’s talking tough to retailers who sell bundles.

Maybe you’ve been there before. You just want to buy the hottest game console around, but you can’t just buy the console without a bunch of extra merchandise you don’t want.

Bundles can ratchet the price of a console game system by hundreds of dollars for games we may not want and extra controllers we don’t need. But retailers are getting away with it because they know, this late in the year, we’re desperate.

But Nintendo has made it clear it doesn’t like the practice:

“We think it masks some of the price advantage we have versus our competition and, frankly, the consumer should decide what they want…” Fils-Aime said.

In a recent press interview the Nintendo America President was asked if he would consider threatening retailers that sell consoles in bundles with fewer shipments in the future. In response he said only:

“We don’t have to remind retailers of the strength we have right now.”

The usual culprits of bundling hot game consoles at Christmas time include GameStop. Consumer’s can’t touch the $249 Wii console for anything less than a $584.91 bundle. If you remember the last two years if you were looking for a Sony PS3 or Xbox 360 you had your choice from a variety of bundles to sift through.

But now the problem is growing. Even larger retailers that weren’t known for selling in bundles have joined the party. Even consumer giant Wal-Mart is in on the action with its own $677.38 Customer Choice Bundle.

About the author:

Wayde is a tech-writer and content marketing consultant in Canada s tech hub Waterloo, Ontario and Editorialist for Audioholics.com. He's a big hockey fan as you'd expect from a Canadian. Wayde is also US Army veteran, but his favorite title is just "Dad".

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Recent Forum Posts:

GlocksRock posts on December 20, 2007 10:44
They probably aren't losing anything, but if the stores don't sell what the cosumers want, then they will lose business, and posibbly repeat customers. Maybe they should take some of their bundles and unbundle them, that way they will sell more overall product and keep everyone happy.
aberkowitz posts on December 20, 2007 10:19
GlocksRock, post: 345578
I don't blame Nintendo for being upset about this, I know that I don't want to be forced to buy games/acessories I don't want, just to get the console. Retailers are only doing this because they know some people will still buy them anyway, it's just them being greedy. I was lucky enough to get a brand new Wii off Craigslist midyear for just under retail… if I hadn't gotten it then, I might still be waiting to get my hands one one and not be forced to pay over retail to get it from someone who has one and is trying to make a profit, or by getting it bundled with stuff I don't have the extra money for. Besides, it's one thing to make a bundle that includes maybe one extra game, and an extra controller, but to make bundles that are $500+ that include a lot of games, even if you have your choice of games, it's still unfair to the consumer, as many just can't afford those extras, especially around the holidays. I feel as a consumer I should have a choice of what I want to buy, and the stores are also losing potential revenue by not selling just the console.

It's called playing to the marketplace. If what they were doing was so egregious then nobody would be buying the bundles. It seems to me that this isn't the case.

Of course as a consumer you want to decide what you want to buy, but the store has a right to decide what it wants to sell. In this case, they are making the decision because they believe it will increase revenues (and more importantly profits)- and I'm strongly inclined to agree with that. No way are they losing anything.
GlocksRock posts on December 20, 2007 10:08
I don't blame Nintendo for being upset about this, I know that I don't want to be forced to buy games/acessories I don't want, just to get the console. Retailers are only doing this because they know some people will still buy them anyway, it's just them being greedy. I was lucky enough to get a brand new Wii off Craigslist midyear for just under retail… if I hadn't gotten it then, I might still be waiting to get my hands one one and not be forced to pay over retail to get it from someone who has one and is trying to make a profit, or by getting it bundled with stuff I don't have the extra money for. Besides, it's one thing to make a bundle that includes maybe one extra game, and an extra controller, but to make bundles that are $500+ that include a lot of games, even if you have your choice of games, it's still unfair to the consumer, as many just can't afford those extras, especially around the holidays. I feel as a consumer I should have a choice of what I want to buy, and the stores are also losing potential revenue by not selling just the console.
aberkowitz posts on December 20, 2007 10:05
I don't see the problem with bundling if that's what the stores want to do. When you have a product like the Wii with such high demand and a strained supply, it makes perfect sense for stores to want to take advantage to get the most out of each and every sale. Consumers who have a higher value for the Wii will be willing to pay a higher price- the stores are just trying to capture as much of that value as possible. It's simple economics- and it's certainly not illegal.

Maybe the Nintendo NA head should see about working out their supply chain issues instead of complaining about the fact that people are willing to pay high prices for their product!
alexsound posts on December 20, 2007 09:52
admin, post: 345451
Nintendo America President, Reggie Fils-Aime says he’s talking tough to retailers who sell bundles.

Maybe you’ve been there before. You just want to buy the hottest game console around, but you can’t just buy the console without a bunch of extra merchandise you don’t want.



Discuss “Wii Bundles, Nintendo America President Talks Tough” here. Read the article.

Nice. Let's take away the REAL blame on shortages by blaming…..the retailer for “bundling” the systems and creating the “shortage”. Yeah, I know, Nintendo didn't use those exact words, but the VERY strong implication is there.
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