Nintendo Experience opens

Mike Bantick
Thursday, 11 December 2008 02:22

Your IT - Entertainment

At 7:30AM this morning, a crowd has begun gathering in front of the new Nintendo Experience EB Games store.  A gaming equivalent cross between the Apple Store and an M.C. Escher painting, Nintendo has rebranded and is planning to connect gaming with even more people.  iTWire got a sneak preview experience.

Popped along to the, *ahem*  VIP Launch Party for the Nintendo Experience last night, and I must say it exceeded expectations.

When it was first described as part of the Swanston Street, Melbourne  EB Games store being handed over to Nintendo, I envisaged a small corner of the shop being decked out in the new Nintendo grey and white and not too much more.

Instead, I was greeted with a multi-level swish version of Nintendoite heaven.  With areas dedicated to touch generation DS games, multiple Wii consoles available to play Nintendo showcase games such as Wii Sports, Mario Kart, Wii Fit, Animal Crossing: Let’s go to the City and more.

The atmosphere is airy, modern and because of the location has the feeling of friendly exclusivity that Nintendo were aiming for.  Capturing the style of the Apple retail stores, the Nintendo Experience is designed to be a relaxed area to inquire, try and buy the full range of gaming products.

“This is pretty unique in the world” said Steve Wilson, Managing Director of EB Games Australia, “We have launched this large CBD concept store idea this year, we have opened one in Sydney, Brisbane and Melbourne, this is the largest of the three, and we had the opportunity to partner with Nintendo, put this floor over and develop this magnificent display area”

When asked how he thought this concept will integrate with what EB offers currently, Wilson replied; “Oh I think it will do very well, the market is broadening rapidly, people in their senior years to quite young people, and everybody’s playing games now, both male and female.  Nintendo are very much the people driving that forward and we are working with Nintendo on that, and I think this floor and this area will enhance that, appealing to all those people to just come here and play, and see what it is all about”

“From Nintendo’s perspective, it is wonderful to have this set-up, particularly in the CBD, particularly with the foot traffic that goes past this store,” said Rosemarie Lappin, Director of Sales and Marketing for Nintendo Australia.

“We are going to bring people in to have a look and have a play.  I have been working with EB Games since they opened their first store eleven years ago, so it is great for me to see this, from opening the first stores, and being involved with opening the first stores with Nintendo to see this sort of thing become available to the public and working with EB with this project.  So I am really excited about it”

The Nintendo Experience opens today at the Swanston St, EB Games store in Melbourne Australia.

Pics from the launch party on the following pages