JUNE 18, 2008 • Nintendo is opening 30 new DS centers within U.K. retailers such as Argos, ASDA, GAME, HMV, Toys “R” Us, and Zavvi. Consumers can check out DS offering, as well as download special demo content that remains on their DSs until the units are switched off.

Impact: DS hardware sales remain robust worldwide. Adding more ways at retail for consumers to try out the varied content for the platform is a net positive for dealers and Nintendo. These store-within-a-store formats are also much less expensive to set up and operate than a full-on Nintendo or Sony store.