- Nov 27, 1999
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Cool factor. Something associated with Apple's iPod and something not associated with the veteran video game maker Nintendo. The company hopes to change that with the new Game Boy Micro. The smaller, hipper Game Boy is about as big as an iPod but plays a huge collection of Game Boy Advance games. It can also play MP3s and videos with an additional cartridge, to let Nintendo inch toward a brand new status in video games.
The Game Boy Micro is the third re-release of the Game Boy Advance, originally launched in 2001. Nintendo has since released the best-selling Game Boy Advance SP, and now the Micro.
At less than 1-inch thin, the Game Boy Micro is the tiniest Game Boy ever and includes a minimalist edge that strays from the cute design of Pokemon characters. The industrial design is what Nintendo hopes will catch a wave of image-conscious gamers who want to be seen with the coolest gadgets.
While many questioned Nintendo's release of yet another Game Boy Advance, the answer to the Game Boy Micro's introduction lies in marketshare. Nintendo dominates the handheld market with 94% percent marketshare that includes the Game Boy Advance and the recently released Nintendo DS. After 28 million units sold, the Game Boy Advance line can be resold in different designs to attract new customers, just like Apple's iPod line.
Apple faced similar doubts when it aimed to release the iPod mini. A smaller, more colorful version of the iPod hit exploded into retail and sparked a new notion that electronics could be fashionable and ring with younger, hipper customers.
Nintendo wants the same for Game Boy Micro and is well on its way to keeping its piece of the handheld pie. The company is considering to bundle a cartridge with the Game Boy Micro known in Japan as the Play-Yan that will allow consumers to plug in a standard SD memory card and fill it up with MP3s and MPEG-4 videos. The cartridge will transform the Micro into a games, music, and movie playing machine that fits in anyone's pocket.
Nintendo takes on iPod with Game Boy Micro