intendo has a whole new game plan. After targeting hardcore gamers for years, it's now going after everyone, from kids who play casually to their grandparents who've never played at all. Since power gamers represent only 11 per cent of the overall market, according to researcher Parks Associates, and other gaming segments largely have been ignored by marketers. For the record, US retail sales of video games and hardware grew 6 per cent and hit a heady $10.5 billion last year. In an effort to target the rest 89 per cent, Nintendo is trying to lure everyone from little kids and tweens to adults to come out and play with its hand-held Nintendo DS.

To reach the youngest group, the company is planning to pair with McDonald's in September to include character toys from its games, such as Mario and Donkey Kong, inside Happy Meals and offer games to play at happymeal.com. For tween girls, it has struck a deal with the Limited Too retail chain to sell an exclusive pink DS package (which will include a handheld console, jewelled wrist strap and Super Princess Peach game). ... more