[Brandon Sheffield was at Nintendo's E3 2008 press briefing, and here looks at the major announcements made and asks - was there anything truly new on show, and if not, does that really matter?]
The Nintendo press conference at E3 2008 opened with a cheesy montage, which felt a bit like a commercial for Lifetime Television, hammering home the idea that all genders, races, and ages love the Wii. The theme for the conference was, "We promise to keep the world smiling…"
The first smiling presenter was Cammie Dunaway, Nintendo's VP of Marketing and Sales, who recounted a tale of difficulty snowboarding, in which she took a fall. "Snowboarding is really a lot harder than it looks. But the fact is I don't like a smile taken off my face for anything. And I really don't like giving up. I decided that as a snowboarder, all I needed was a little help from a friend. A really talented friend. And I think I've found the perfect answer."
The curtain rose to reveal a shoeless Shaun White, red-topped snowboarder extraordinaire, playing the Wii snowboarding game on the Balance Board. Shaun White then partook in the continued cavalcade of scripted banter for the fun-looking Ubisoft-published product, after which Cammie proclaimed: "Now if everyone would welcome me in joining our president... 'Satooroo' Iwata."
Iwata was, as usual, and perhaps by design, the most sensible person to take the stage, claiming that "A big change, actually a big paradigm shift has taken place in the global game market."