Nvidia’s Project Shield won’t be sold at a loss, company assures

Tuesday, 8 January 2013 09:59 GMT By Dave Cook

Nvidia has stated that its Tegra-4 powered Project Shield console – which was revealed at CES yesterday – will not be sold at a loss. It makes a change from most consoles which are typically loss-leaders, in that their respective manufacturers hope to make back the loss on software or licensing deals.

Engadget reports that while the above is true for Sony, Microsft and Nintendo – that games are licensed to recoup hardware losses – the same cannot be said for Nvidia, as it is not in the game development or publishing business. Therefore, it can sell Project Shield on a raw hardware basis, retaining profits for itself.

Nvidia posted a blog update on the matter, and explained, “We’ll make our money by selling the device to gamers. This time-honored approach isn’t one we’re taking with Project Shield… our goal with it is to design and sell a truly great piece of hardware, one that fits comfortably in your hand, delights your eyes and blows out your ears.”

The console has attracted the attention of big-name companies such as Ubisoft and Epic Games, and a recent hardware trailer – rendered in real-time on the console – has sparked excitement among the gaming press.

Brenna posted an in-depth overview of Nvidia’s CES reveal and has run-down everything you need to know about the console. Check it out here.

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