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Nintendo Knocks 20 Percent Off Game Boy Advance Price

28 Jan, 2002 By: Hive News

Nintendo will drop worldwide prices of its handheld Game Boy Advance platform effective Feb. 1, bringing the new suggested retail price in the United States to $79.95 from $99.95

"The new price point truly positions Game Boy Advance as a video game system for the mass market," says Peter Main, EVP, sales and marketing, Nintendo of America. "Coupled with an explosive amount of incredible software scheduled for the year, Game Boy Advance is positioned to become the bestselling video game hardware system of all time."

Along with the price reduction, Nintendo executives announced a new cable that will connect the handheld GameBoy Advance to a GameCube console and plans for new titles to exploit the synergy. The new device lets players transfer data between the two systems, giving gamers a new level of gameplay never before experienced. . The first games to feature this game play synergy are Sonic Advance from THQ for Game Boy Advance and Sonic Adventure 2: Battle from Sega for Nintendo GameCube, both launching in February.

Nintendo remains on track to ship 23.5 million Game Boy Advance and Game Boy Color units to retail outlets worldwide during its current fiscal year, ending March 2002, executives said, adding the platform has sold nearly 5 million hardware units in North America since its release last June.

More than 200 games for Game Boy Advance are expected on the market this year, including Super Mario World: Super Mario Advance 2 launching Feb. 11.

"The enormous success of Game Boy Advance has made publishing games for the system a clear triumph for us," said Brian Farrell, president and CEO of third-party software provider THQ Inc. "With this price drop our products will now reach even more consumers."

Nintendo executives credited production efficiencies and decreased component costs for the flexibility to drop the price.

The U.S. video game industry generated about $9.4 billion in 2001. Nintendo executives say Game Boy Advance accounts for more than 20 percent of total hardware units sold.

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