Weekend Reading: Nintendo Needs to Learn to Communicate

For about two weeks, previously unsubstantiated rumors about a reduction in the price of the Nintendo Wii home gaming console have been getting clear proof. Wal Mart talked about a price rollback for the device, without mentioning the new price. Then, a Toys R Us ad was leaked to the press showing that the price would be the long-talked-about 199 dollars.

Finally, on Friday, we got word that a circular from Target showed the same price and the date for the reduction, September 27. This is, by all accounts, pretty important evidence for a move on the part of Nintendo.

Still through all this, Nintendo has only said that it refuses to comment on rumors and on speculation. Nothing changed in its behavior. It did not schedule interviews with any important news outlets regarding the mounting rumors. It did not send any important official out to talk to the press and to gamers. It did not schedule a press conference in order to make sure that its side of the story was being heard. Nintendo did not do anything to dispel the rumors, which makes it so much persuasive to those who would really like to pick up a Wii for a reduced price at some point.

Its silence only serves to create a climate of uncertainty. People do not know what do to with the money. Developers are not sure if they should plan for a bigger or smaller install base for the Wii. It's not something that should be encouraged. Nintendo needs to set the record straight, tell people a date and a new price and stick to it.

It needs to communicate with its fan base, with its potential customers and with those who watch the company. One can understand that the brave, new world of instant communication, quick feedback and rumor control can be a bit much for the old behemoths of gaming, but they (Sony and Microsoft can be as guilty as Nintendo is now) need to adapt or they will lose the respect and, ultimately, the money of gamers.