INTERVIEW-Wii hype may fade soon -Sega

By Scott Hillis

SAN FRANCISCO, June 14 (Reuters) - The novelty of Nintendo Co. Ltd.'s (7974.OS: Quote, Profile, Research, Stock Buzz) Wii video game console could wear off by next year, a top executive at game publisher Sega said on Thursday, offering an unusual note of skepticism over the hit machine.

The Wii has been the top-selling console for several months as its low price and unique motion-sensing controller attract fans outside the traditional gaming audience.

But the system's dated graphics and lack of technological bells and whistles found on rival machines from Sony Corp. (6758.T: Quote, Profile, Research, Stock Buzz) and Microsoft Corp. (MSFT.O: Quote, Profile, Research, Stock Buzz) may hamper its long-term viability, said Scott Steinberg, vice president of marketing for the U.S. unit of Sega Sammy Holdings Inc.(6460.T: Quote, Profile, Research, Stock Buzz)

Sega makes games for the three major game consoles -- Wii, Sony's PlayStation 3 and Microsoft's Xbox 360.

"I am a little concerned about the creative depth of the Wii pool," Steinberg said in an interview. "I'm not sure if they will top out in 2008 or 2007."

"The Wii will start to look really dated in a couple years when developers get more value from the 360 and learn more and more about the PlayStation 3," Steinberg said.

Many game publishers have been devoting more development resources to the Wii.