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staggering. However not everyone was convinced. Ashida reiterated the importance of a 2 handed controller. Firstly, backwards compatibility with the older games of the GameCube and Nintendo's NES was necessary to give an incentive for the existing customers who owned them to upgrade to the new console. Secondly, despite all the focus on mocrowd ̈m̈and new audience segments, Revolution had to appeal to the Traditional gamers and the team were well aware of the overseas preference of the First person shooters that worked well withtwo handed controllers. Lastly, Ashida pointed out to the game developers of Meteoroid and other software titles who were requesting for a new kind of controller that worked on both hands and offered a new type of gameplay. Iwata knew that the company was taking a big gamble with the new controller design .Moreover, the company could only know about the user s reaction after the Revolution s launch as they did not bring in any focus groups for the ́́trial of the new design partially due to fear of leaks. There was only one question “How couldthe Revolution’s rod controller be modified for two-handed action?”There was little time for Iwata and his team. Nintendo planned to announce the Revolution at the 2005 E3 gaming exhibition in Los Angeles, and perhaps even demonstrate the console and controller. There was also a buzz that both Microsoft and Sony were announcing their own next generation consoles in the exhibition. Would Nintendo’s and Iwata’s gamble pay off? PESTLE ANALYSISA PESTLE analysis is a tool used to analyse the macro-environment factors that may have a impact on the performance of any organization.
NINTENDO'S REVOLUTION PESTLE ANALYSISNintendo, headquartered in Japan, is the world's largest video game publisher. According to the facts the majority of top 15 video game publisher exists in U.S or Japan. Nintendo is the market leader in the console hardware field , with around 50% share in global video game market in 2009. PlayStation 3 (PS3) and Xbox owns similarly market share positioning at 2nd and 3rd respectively.POLITICAL FACTORSThis factor includes government policy, political stability or instability in overseas markets, foreign trade policies, tax policy, labour law, environmental law, trade restrictions, etc. [ CITATION Fra \l 16393 ].(kotter,2003,P174) There are many factors impact on video game industry, such as taxation policies, foreign trade regulations and social welfare policies. [ CITATION kotter \l 16393 ]. Video game play has associated as emotion of people to threat peace and law, therefore, government control the contents of video game with strong attitude. Another problem is copyright, which one of the recent products by company Nintendo, is in a controversy involving infringement. According to the facts, the company has been sued by Maryland-based Hillcrest laboratories, which filed a case alleging a patent infringement against Nintendo.