by Adam Knight

Created on: February 04, 2009   Last Updated: July 04, 2009

Both the unique control method and the family friendly marketing package make the Nintendo Wii a niche gaming system.

Let's face it, a truly hardcore gamer is beyond brand loyalty these days and is going to get whichever system offers them their favorite games. As a result I know more than a few people who routinely pick up every new system as soon as they come available just so they can stay on the front line of the "Gaming Generation."

Now since this market is already covered, what niche is the Nintendo Wii trying to fill? Well given the large number of family friendly games featuring cute characters with an emphasis on physical, group activities available for play on the Wii, I am very confident in suggesting that this system is marketed heavily to an adult female (likely a parent with young children) demographic.

Frankly, I think this is a wonderful strategy. Kids are going to play video games anyways, so getting them a system that will make them get off their butts and work up a sweat is a brilliant idea. And I know it also appeals to women, because my wife hated video games until she played the Wii. I personally enjoy playing the Wii with friends and family as well. For a little while, anyways.

What can I say? I am an old school gamer. One who cut my teeth by dedicating hours at a time in front of my TV set, trying to master the deft finger manoeuvrings required to get my "Red Contra Soldier" to successfully clear the battlefield. This level of concentration did not allow for any arm waving and control-pad-gesturing to get the 8-Bit creation to the promised land. It required, sweat, Doritos, 7-11 grape Slurpees and rigid digital manipulation with my elbows firmly tucked into my sides.

But that's me.

My Mom loves the Wii. Playing bowling. Beating my Dad in a boxing match. Having the option to exercise at home with the ingenious "Wii Fit". Just this past New Year's Eve at a friend's house there were round robin tournaments for the ever popular "Wabbits" game. For those not familiar, this game involves ridiculously cute furry mammals performing a variety of mundane tasks at your arm-gyrating command. These tasks include, but are not limited to: brushing teeth, shaving, using environmentally friendly aerosol antiperspirant and so on. Watching grown women and men laugh uproariously as they failed to get their "Wabbits" to complete these tasks successfully was truly more enjoyable than playing the game for me.

And that's why I know this Wii is a niche product. For every hardcore gamer who loves MMO games, playing with dozens of different people at any one time from around the world, there are dozens of people who barely play video games at all. The Wii puts the fun back in video games, and makes people who've never been able to spell "Nintendo" want to buy one desperately so they can play with their friends.

Have fun!

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