It's a difference in price that will undoubtedly help fuel claims of 'rip off Britain': while Nintendo has revealed US consumers will get 3DS for $249.99 – equivalent to around £160 – gamers on these shores will have to pay upwards of £220 to get their hands on the device.

That's partly because, in something of an unprecedented move, Nintendo has declined to set an RRP for 3DS in the UK, leaving it up to retails to set its price unofficially.

As a result, most are pricing it somewhere between £220 and £230, the cost rising to £250 when consumers purchase a game for the handheld.

However, in Nintendo UK general manger David Yarnton's view, such costs won't stop what he claims is huge demand for 3DS.

Launch leap

"Indications that we've had so far from retail is that they are really happy with the price and demand indicates it will be our biggest launch in terms of hardware," said Yarnton.

"The DS for us was huge in 2005 and in 2006 the Wii was even bigger. Retailers - especially with the environment they are in - are right behind it.

"It's a new format. In the last ten years, the innovation that we've bought to the market, people may have looked at the price to begin with but it was soon forgotten because of the quality of the product and the content that's available."

An extra dimension

While developers appear enthused by the technology behind it, critics of Nintendo's plans for following up the huge success of DS have already suggested 3DS fails to adequately respond to or even acknowledge the threat offered by smartphones.

3DS will, eventually, come with an online marketplace – Nintendo eShop – but its base remains in boxed games costing upwards of £30, which some believe might leave 3DS behind the curve from day one.

However, it's Yarnton's belief that the promise of 3D technology in their hands will drive consumers towards the tills from day one.

"If you look at the value proposition, there's not a 3D entertainment device in the market at that price point," he added.

"Not only a device that you can play games on but as a communication device, being able to download content with some of our partners like Eurosport and Sky."

[source: GamesIndustry.biz]