A Research Paper About the Wii Console

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Introduction

Introducing Wii … As in “we.” While the code-name “Revolution” expressed our direction, Wii represents the answer. Wii will break down that wall that separates video game players from everybody else. Wii will put people more in touch with their games … and each other.

The Wii, an advanced video gaming console, represents a bold new direction for Nintendo. In developing such an innovative product, the company has brought gaming to a whole new level. What makes the Wii especially unique is the Wii remote, a distinguishing feature. The white, wireless controller is used as a handheld pointing device, with the ability to detect movement in three dimensions. In developing the Wii console, Satoru Iwata asserted, “Our job is to constantly look into what people find fun and interesting…to focus on doing things that nobody else would do” (Ogawa). With this outlook, Nintendo has experienced overwhelming market expansion. So this begs the question: What exactly is it about Nintendo’s Wii gaming console that drives its success? In using the four consumer behavior principles of perception, consumer diversity, social influence, and scarcity, we can better evaluate how the Wii has become successful.

Perception

The Wii, which is made by Nintendo, could definitely be seen as a prototype within the gaming system world. This is because it is the first gaming system based on physical activity and can sense movements. “A distinguishing feature of the console is it’s wireless controller, the Wii remote, which can be used as a handheld pointing device, and detect movement in three dimensions” (Wikipedia). From this we can state that the Wii is the first of it’s kind within the video gaming industry because of it’s unique features involving motion and physical movement. When it comes to a consumer’s hedonic needs, pleasure-seeking needs, the Wii provides a multitude of game choices in order for everyone to have a good time; there are over 300 games to choose from ranging from popular board games like Monopoly, to cooking games like Top Chef.

The Wii was designed to fit into any family lifestyle, as it induces positive affects and promotes universality. Even the name in itself is more widespread and it encourages anyone from any walk of life to play. “Wii sounds like 'we', which emphasizes that the console is for everyone. Wii can easily be remembered by people around the world, no matter what language they speak. No confusion. No need to abbreviate. Just Wii.” (Wikipedia). This worldwide gaming console is marketed as simply the Wii, not the Nintendo Wii; this means that it is the first gaming system that Nintendo has sold outside of Japan without using the company’s name in the trademark. Furthermore, how they spell “Wii” with two lowercase “I” characters is meant to symbolize two people standing side-by-side, resembling two players meeting to play the game. However, Wii was not the only name they came up with right away; the name ‘Revolution’ was actually an option while they were conceiving the game. “Revolution as a name is not ideal; it's long, and in some cultures, it's hard to pronounce. So we wanted something that was short, to the point, easy to pronounce, and distinctive. That's how 'Wii,' as a console name, was created” (Wikipedia). There was incredible thought that went into every aspect of this particular gaming system, including something as simple as the name of the product.

The Wii was also designed to focus on backwards compatibility. When a product is said to be backward compatible, it is able to take the place of an older product by interoperating with products that were designed for the older product. The Wii console is backward compatible with Nintendo GameCube, and all it’s official software. Also, it’s backward compatible with GameCube’s controllers and memory cards. This gives the Wii another competitive advantage because GameCube users could easily switch to the Wii...
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