3DS shares its launch window with iPad 2 (also out today) and Xperia Play (releasing next Friday), but Nintendo's confident its new handheld can outshine the rival products.
Asked whether he expects consumers to vote with their wallets in Nintendo's favour, Nintendo UK marketing manager James Honeywell told CVG:
"Yes. I think Nintendo has a track record of innovating, whether it's through the original Nintendo DS or the Wii, and really the Nintendo 3DS is just the next extension of that. What we're offering is very different from anything the others are doing, so I really don't see any issues.