Nintendo UK boss: “We aim to be disruptive”

By Patrick Garratt, Monday, 11 February 2008 19:42 GMT

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Nintendo UK head David Yarnton has promised that Wii and DS have plenty of room to grow in the UK and that the British arm of the company won’t be following the status quo in ensuring continued success for the machines.

“We aim to be disruptive and to surprise in what we do, be it advertising, PR, sampling and also how we deal with our customers and consumers,” said Yarnton, here. “Our rapid growth hasn’t come without issues but we are addressing them and looking to enhance the experience that anyone has when they come in contact with Nintendo UK.”

The company’s also “addressing” shortage issues, but is confident that steps to making more of its products available, coupled with an ever-stronger line-up, will see continued growth.

“In the UK we are continuing to work on further improvements with logistics and in addition we also have a fantastic line-up of new product to release that includes Mario Kart and Wii Fit,” said Yarnton. “But also we have ongoing titles like Brain Training, More Brain Training, Sight Training and the overall Touch Generations range that maintain significant chart presence weeks, months and – in the case of Brain Training – even years after release. So the focus is on both new software titles and existing ‘older titles’ that still have huge potential at retail.”

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