The Nintendo DS, Nintendo’s first dual-screened hand-held console, is released at $149.99 per console. One million devices are produced in North America and demand is very high for them. Reggie Fils-Aime, the executive vice president of sales and marketing for Nintendo of America, explains:
Retailers began calling for more Nintendo DS units even before the first ones arrived. They’re reflecting the demands of game players for entirely new ways to enjoy games – not just playing the same old games on a different platform. It really comes down to delivering a new experience and that’s what we’re doing.