Reggie: Price Cuts are Short-Term Incentives; Software is Needed to Excite People

It’s been almost three years since the Wii launched; the competition has tweaked their prices and packages a number of times so far, and the whole supply and demand struggle the Wii has endured has begun to subside. So that means it’s time for Crazy Iwata and Madman Miyamoto to start slashes prices and cutting insane deals, right?

Not so, according to Reggie Fils-Aime, President and COO of Nintendo of America. “Price cuts are a short-term incentive,” he tells the Wall Street Journal. “In the long run, you need software to excite people.”

So, where to get that software from? As ever, Nintendo is hoping to encourage outside publishers to step up to bat, and Mr. Fils-Aime said he hopes that the percentage of games created by those publishers will increase to around 70 percent, versus the 55 percent it currently stands at.

In line with this goal is the hope that by bringing in more outside developers, offerings will also be more diverse. “In order to achieve high levels of sales of hardware, we need all genres in the market,” Mr. Fils-Aime said.