The Wii launched at a fairly reasonable price. Users received a new console, Wii Sports, and a Wii Remote controller. The price did seem right for the company, as the system sold remarkably well in its first few years on the market.
Nintendo is hoping to see a repeat success story with the Wii U. Nintendo of America president Reggie Fils-Aime said that the company is looking to sell the console at a price point where they can sell a significant amount of units while maintaining the price for “an extended period of time.”
Fils-Aime said in a recent interview:
“So, I’ll use real numbers from this current generation with Wii. We sold over 25 million units at a price point at $200 or above. Never been done before in our industry. Typically, systems might launch at $300 and then very quickly start falling off. Our philosophy is to launch a system at a price point that we want to maintain for an extended period of time. And so when we launch Wii U, what we’ll do is we’ll identity a price point that we think we can get 25, 30 million units sold. And ideally look to stay at that for quite some time. We think that gives the consumer the best value, that helps consumers understand that ‘Boy, I outta buy in today’ versus wait for the future when the price might drop. And from our perspective, it really helps us manage our production, manage our inventory situation, manage our suppliers.”
Also, when asked if price is one of the most critical decisions Nintendo can make with the introduction of the console, Fils-Aime said:
“Well again, I would modify your statement to say it’s critical that we set the right value. When we look back at the Wii, yes, a $250 price point was key. But also the pack-in of Wii Sports was a critical decision. It gave the consumer something to play right out of the box. It gave the consumer a fantastic range of experiences. So for the launch of Wii U, similarly, yes, we’ll look at price, but we’ll also look at what are the experiences, what is it that the consumer will get when they buy, and make sure that’s really compelling.”