Game Boy Advance Price Drops

With new handheld gaming devices like Sony’s much lauded PSP (PlayStation Portable) looming on the horizon, Nintendo is taking steps to retain its leading edge in the market. In addition to introducing the Nintendo Game Boy DS (Double Screen), the company has reduced the price of its popular Game Boy Advance SP handheld unit.

Starting Sept. 2, gamers can pick up Game Boy Advance systems for $79.99, which is $20 cheaper than the current asking price. Nintendo says the price reduction significantly expands the potential market for the devices.

The front-lit, clam-shell Game Boy Advance SP has sold more than 20 million units worldwide. New games for the unit scheduled for release this fall include Pokémon FireRed, Pokémon LeafGreen, F-Zero GP Legend, Mario Pinball Land, Kirby & The Amazing Mirror, Donkey Kong Country 2, Final Fantasy I & II: Dawn of Souls and Classic NES Series 2, which features old-school games like Metroid, Castlevania, Dr. Mario and Zelda II: The Adventure of Link. In addition, more than 50 titles from Nintendo licensees will also hit the market before year’s end.

Pokémon FireRed and Pokémon LeafGreen will come packaged with the Game Boy Wireless Adapter. Nintendo has also expanded the Game Boy’s functionality with the recent introduction of Game Boy Advance Video, which offers animated TV content on standard Game Boy Advance game cartridges.

Marketing efforts will intensify with Nintendo’s "Start Mayhem" ad campaign, which features CG-animated Game Boy Advance SP units brought to life. The units come in a variety of colors, and each color will be seen demonstrating a different personality. The campaign kicks off with videos featuring the Flame and Onyx systems. Beginning Sept. 2, those clips can be seen at www.startmayhem.com.