Editing Nintendo (section)

==== 2004–2009: Nintendo DS and Wii ====<!-- 7th generation of video game consoles -->
{{Further|Nintendo DS#History|Wii#History|label 1=History of Nintendo DS|label 2=History of Wii}}

{{Multiple image
| align = left
| total_width = 385
| image1 = Nintendo-DS-Fat-Blue.jpg
| alt1 =
| image2 = Wii-Console.png
| alt2 = 
| footer = The [[Nintendo DS]] and [[Wii]]
}}

In 2004, Nintendo released the [[Nintendo DS]], which featured such innovations as dual screens – one of which is a [[touchscreen]] – and wireless connectivity for multiplayer play.<ref name="Nintendo History"/><ref>{{cite web |url=https://www.ign.com/articles/2004/03/24/ds-touch-screen-innovation |title=DS Touch Screen Innovation |website=[[IGN]] |last=Harris |first=Craig |date=23 March 2004 |access-date=16 June 2020 |archive-date=4 August 2020 |archive-url=https://web.archive.org/web/20200804140006/https://www.ign.com/articles/2004/03/24/ds-touch-screen-innovation |url-status=live }}</ref> Throughout its lifetime, more than 154&nbsp;million units were sold, making it the most successful handheld console and the second bestselling console in history.<ref name="GameBoySales"/> In 2005, Nintendo released the [[Game Boy Micro]], the last system in the [[Game Boy line]].<ref name="Nintendo History"/><ref name="KillTheGameBoy"/> Sales did not meet Nintendo's expectations,<ref>{{cite web|url=https://www.nintendo.co.jp/kessan/060607qa_e/03.html|title=Nintendo Co., Ltd. – Corporate Management Policy Briefing – Q&A|publisher=Nintendo Co., Ltd.|page=3|access-date=6 December 2008|quote=The sales of Micro did not meet our expectations ... However, toward the end of 2005, Nintendo had to focus almost all of its energies on the marketing of DS, which must have deprived the Micro of its momentum|archive-date=20 December 2008|archive-url=https://web.archive.org/web/20081220021407/http://www.nintendo.co.jp/kessan/060607qa_e/03.html|url-status=live}}</ref> with 2.5&nbsp;million units being sold by 2007.<ref name="gamepro">{{cite magazine|url=http://www.gamepro.com/gamepro/domestic/games/features/125748.shtml |title=The 10 Worst-Selling Handhelds of All Time |first=Blake |last=Snow |date=30 July 2007 |magazine=[[GamePro]] |archive-url=https://web.archive.org/web/20071012194600/http://gamepro.com/gamepro/domestic/games/features/125748.shtml |archive-date=12 October 2007 |access-date=5 July 2008}}</ref> In mid-2005, the [[Nintendo New York|Nintendo World Store]] was inaugurated in New York City.<ref>{{cite web |url=https://www.polygon.com/2016/1/6/10723180/nintendo-world-store-nyc-makeover-reopening |title=Nintendo World getting its first makeover in a decade |website=Polygon |last=Frank |first=Allegra |date=6 January 2016 |access-date=16 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805081117/https://www.polygon.com/2016/1/6/10723180/nintendo-world-store-nyc-makeover-reopening |url-status=live }}</ref>

[[File:Reggie Fils-Aime - Game Developers Conference 2011 - Day 2 (1).jpg|thumb|right|upright=0.5|[[Reggie Fils-Aimé]] was the president of Nintendo of America from 2006–2019.]]
Nintendo's next home console was conceived in 2001, although development commenced in 2003, taking inspiration from the Nintendo DS.<ref>{{cite web|url=http://www.businessweek.com/technology/content/nov2006/tc20061116_750580.htm|archive-url=https://web.archive.org/web/20061201013947/http://www.businessweek.com/technology/content/nov2006/tc20061116_750580.htm|url-status=dead|archive-date=1 December 2006|title=The Big Ideas Behind Nintendo's Wii|date=1 December 2006|access-date=31 August 2018}}</ref> Nintendo also considered the relative failure of the GameCube and instead opted to take a "[[Blue Ocean Strategy]]" by developing a reduced performance console in contrast to the high-performance consoles of Sony and Microsoft to avoid directly competing with them.<ref>{{cite news|last=Fils-Aimé|first=Reggie|date=9 May 2007|title=Perspective: Nintendo on the latest 'technical divide'|work=Nintendo|publisher=[[CNET]]|url=http://news.cnet.com/Nintendo-on-the-latest-technical-divide/2010-1041_3-6180215.html|url-status=dead|access-date=29 October 2007|archive-url=https://web.archive.org/web/20090806203242/http://news.cnet.com/Nintendo-on-the-latest-technical-divide/2010-1041_3-6180215.html|archive-date=6 August 2009}}</ref> The [[Wii]] was released in November 2006,<ref>{{cite news |title=Nintendo to Sell Wii Console in November |agency=Associated Press |work=Gadget Guru |url=http://www.foxnews.com/wires/2006Sep14/0,4670,NintendoWii,00.html |access-date=29 October 2006 |archive-date=29 June 2011 |archive-url=https://web.archive.org/web/20110629062959/http://www.foxnews.com/wires/2006Sep14/0,4670,NintendoWii,00.html |url-status=live }}</ref> with a total of 33 launch games.<ref>{{cite web |last=Rodriguez |first=Steven |date=14 November 2006 |url=http://www.nintendoworldreport.com/newsArt.cfm?artid=12402 |title=The Twenty Wii Launch Games |publisher=Planet GameCube |access-date=14 November 2006 |archive-date=30 September 2007 |archive-url=https://web.archive.org/web/20070930155143/http://www.nintendoworldreport.com/newsArt.cfm?artid=12402 |url-status=live }}</ref> With the Wii, Nintendo sought to reach a broader demographic than its [[Seventh generation of video game consoles|seventh-generation]] competitors,<ref>{{cite news |url=https://www.usatoday.com/tech/gaming/2006-08-14-nintendo-qa_x.htm |title=Nintendo hopes Wii spells wiinner |access-date=16 August 2006 |date=15 August 2006 |newspaper=[[USA Today]] |archive-date=22 May 2011 |archive-url=https://web.archive.org/web/20110522150812/http://www.usatoday.com/tech/gaming/2006-08-14-nintendo-qa_x.htm |url-status=live }}</ref> with the intention of also encompassing the "non-consumer" sector.<ref>{{cite journal |url=https://hbr.org/2008/04/nintendo-wiis-growing-market-o |title=Nintendo Wii's Growing Market of "Nonconsumers" |journal=Harvard Business Review |last=Anthony |first=Scott D. |date=30 April 2008 |access-date=18 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805091615/https://hbr.org/2008/04/nintendo-wiis-growing-market-o |url-status=live }}</ref> Nintendo invested in a $200&nbsp;million advertising campaign to that end.<ref>{{cite web |url=http://www.joystiq.com/2006/11/12/nintendo-wii-marketing-to-exceed-200-million/ |title=Nintendo Wii marketing to exceed $200 million |website=Joystiq |date=12 November 2006 |last=Sliwinski |first=Alexander |archive-url=https://web.archive.org/web/20070516084139/http://www.joystiq.com/2006/11/12/nintendo-wii-marketing-to-exceed-200-million/ |archive-date=16 May 2007 |access-date=18 June 2020}}</ref> The Wii's innovations include the [[Wii Remote]] controller, equipped with an [[accelerometer]] system and infrared sensors that allow it to detect its position in a three-dimensional environment with the aid of a sensor bar;<ref>{{cite web |last=Wisniowski |first=Howard |url=http://www.analog.com/en/press-release/May_09_2006_ADI_Nintendo_Collaboration/press.html |title=Analog Devices And Nintendo Collaboration Drives Video Game Innovation With iMEMS Motion Signal Processing Technology |publisher=Analog Devices, Inc. |date=9 May 2006 |access-date=31 January 2009 |archive-date=25 June 2009 |archive-url=https://web.archive.org/web/20090625055416/http://www.analog.com/en/press-release/May_09_2006_ADI_Nintendo_Collaboration/press.html |url-status=dead }}</ref><ref>{{cite web |url=http://www.nintendoworldreport.com/newsArt.cfm?artid=11557 |title=Nintendo and PixArt Team Up |publisher=Nintendo World Report |last=Castaneda |first=Karl |date=13 May 2006 |access-date=24 February 2007 |archive-date=31 March 2012 |archive-url=https://web.archive.org/web/20120331051935/http://www.nintendoworldreport.com/news/11557 |url-status=live }}</ref> the Nunchuk peripheral that includes an analog controller and an accelerometer;<ref>{{cite web |last=Wales |first=Matt |date=22 May 2006 |url=http://www.computerandvideogames.com/article.php?id=140333 |title=Reports claim Wii to slap down 16 at launch |publisher=Computer and Video Games |access-date=25 May 2006 |archive-date=24 May 2006 |archive-url=https://web.archive.org/web/20060524223137/http://www.computerandvideogames.com/article.php%3Fid%3D140333 |url-status=live }}</ref> and the [[Wii MotionPlus]] expansion that increases the sensitivity of the main controller with the aid of [[gyroscope]]s.<ref>{{cite web |url=https://www.theguardian.com/technology/gamesblog/2008/jul/17/moreonwiismotionplus |title=More on Wii's MotionPlus |website=The Guardian |last=Stuart |first=Keith |date=17 July 2008 |access-date=18 June 2020 |archive-date=23 September 2017 |archive-url=https://web.archive.org/web/20170923194241/https://www.theguardian.com/technology/gamesblog/2008/jul/17/moreonwiismotionplus |url-status=live }}</ref> By 2016, more than 101&nbsp;million Wii consoles had been sold worldwide,<ref name="Wii3DSSales">{{cite web |url=https://www.nintendo.co.jp/ir/en/sales/hard_soft/ |title=IR Information : Sales Data – Hardware and Software Sales Units |work=Nintendo Co., Ltd. |access-date=14 June 2016 |archive-date=24 October 2016 |archive-url=https://web.archive.org/web/20161024140433/https://www.nintendo.co.jp/ir/en/sales/hard_soft/ |url-status=live }}</ref> making it the most successful console of its generation, a distinction that Nintendo had not achieved since the 1990s with the Super NES.<ref>{{cite web |title=Nintendo Wii Outsells All Other Game Consoles |publisher=Ziff Davis |work=PC World |date=12 September 2007 |url=https://www.pcmag.com/article2/0,2817,2182666,00.asp |access-date=21 September 2012 |archive-date=2 September 2012 |archive-url=https://web.archive.org/web/20120902210705/http://www.pcmag.com/article2/0,2817,2182666,00.asp |url-status=live }}</ref>

Several accessories were released for the Wii from 2007 to 2010, such as the [[Wii Balance Board]], the Wii Wheel and the [[WiiWare]] download service. In 2009, Nintendo Iberica S.A. expanded its commercial operations to [[Portugal]] through a new office in [[Lisbon]].<ref name="Nintendo History"/> By that year, Nintendo held a 68.3% share of the worldwide handheld gaming market.<ref>{{cite web |url=https://www.techradar.com/news/gaming/rumour-nvidia-tegra-powered-nintendo-handheld-due-2010-642583 |title=Rumour: Nvidia Tegra-powered Nintendo handheld due 2010 |website=TechRadar |last=Hartley |first=Adam |date=14 October 2009 |access-date=18 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805090245/https://www.techradar.com/news/gaming/rumour-nvidia-tegra-powered-nintendo-handheld-due-2010-642583 |url-status=live }}</ref> In 2010, Nintendo celebrated the 25th anniversary of Mario's debut appearance, for which certain allusive products were put on sale. The event included the release of ''[[Super Mario All-Stars 25th Anniversary Edition]]'' and special editions of the [[Nintendo DSi XL]] and Wii.<ref>{{cite web |url=https://www.nintendo.co.uk/News/2010/Celebrate-25-years-of-Super-Mario-with-two-new-bundles--251925.html |title=Celebrate 25 years of Super Mario with two new bundles! |publisher=Nintendo |date=11 October 2010 |access-date=18 June 2020 |archive-date=9 August 2021 |archive-url=https://web.archive.org/web/20210809063733/https://www.nintendo.co.uk/News/2010/Celebrate-25-years-of-Super-Mario-with-two-new-bundles--251925.html |url-status=live }}</ref>

{{Clear}}