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Thursday, June 22, 2006

Kaplan Talks Touch Generations


…“It was really important to let people know these are pick-up-and-play games. Rather than launch different ad campaigns for each title and hope consumers would see how they might be related, we wanted to frame the games as something more than a one-off game for your mother. There’s a dormant group of gamers out there, and it behooves us to keep enticing and exciting gamers as they age. We asked, ‘How do we bring in people who have careers and families that take up their time?’ The industry is really healthy, really big. But it’s also very clubby. One of our goals was to target people entering the game world for the first time. It’s absolutely about tapping into emerging markets.” - Nintendo of America’s VP of marketing and corporate affairs Perrin Kaplan

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