video transcript

It's Black Friday in the US again and that means two things ridiculously marked down tech goodies. And maxed out credit cards one big ticket item competing for space under the Christmas tree. Nintendo has just released to meet you video game system. The Japanese firm is again betting on game play over graphics. We're going cutting edge hardware in favor of this unique tablet style controller. Critics data knew we view is under powered and overpriced you know and that's exactly what they said but there -- Original -- and it went on to break sales records selling over a hundred million globally. The 300 dollar console is off to a good start with demanded US outstripping Nintendo's production capacity. Research firm I agents supply bill warns that while the new week you -- matches predecessors holiday sales debut. It'll fail to keep pace in the years ahead. And Nintendo won't only be jealous of the higher end by its traditional console competitors like Sony and Microsoft. But also Smartphones and tablets would have a far wider user base and consoles and tons of cheap casual games just a click away. So how can Nintendo pull ahead. Well it's got to cater to the hardcore players with high end games Lyles using Intel's brand like Mario to outsell the casual crowd. According to IDC analyst -- -- ward. It's our games that we. You platform really has to -- -- that you can't get anywhere else and that's always been Nintendo's strength that they have their -- first party development. All of my stuff of course -- going to life. So the first thing to do you can beat him -- there. Successful franchises that -- -- you know create some differentiation. That will engage and down the different enough. Casual gamers will many of them won't move back toward the -- platform. Data from research firm -- shows US video game console sales fell 37%. In October. Many buyers are waiting the next generation hardware. The fate of the wider industry will hinge on how successful these console makers are at. -- gamers back to the living room in the years ahead.