Satoru Iwata, the president of Nintendo, says: "The players of DS will have even wider demographics than today. I hope people realised a DS game can be played by a three-year-old and a 50-year-old returning to games."

Iwata's main message here is that he feels the company's games are becoming too complicated for consumers. For Nintendo, the DS offers a basic control system and voice-recognition. This allows for the development of games that are simpler to play.

Nintendo thinks that faster processors and more complex graphics are leading to games that alienate most consumers. It is noted that consoles with better specs have greatly outsold their predecessors so companies have yet to see alienation.