“With 3DS, we did not let the poor sales performance linger”.
When the 3DS launched it had a tough task as the successor to DS, a portable family of systems that had become Nintendo’s greatest success story. Though the 3DS (and 2DS) range of systems couldn’t hit those heights, by the end of its run it had been a reasonable success with 75.94 million hardware units shipped.
If you cast your mind back to its launch, however, it could have been very different. After a strong initial month as eager fans snapped up systems, sales of the original 3DS dramatically collapsed. As Reggie Fils-Aimé explains in his book, Disrupting the Game, From the Bronx to the Top of Nintendo, this put the company under huge pressure. In some territories, it’s explained that Nintendo was hit with requests to take back swathes of inventory that couldn’t be sold, a process that would have been disastrous at the time. It was this, in part, that led to the extraordinary price-drop within months of the system’s launch.
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