Nintendo announced it will not hold a major press conference at the E3 conference this year. Instead, the company will show off games at smaller, private events for distributors and press. ARS Technica writes this is the first time since the annual industry conference started in 1995 that Nintendo will not hold a major press conference.
While Nintendo will still be showing off new Wii U and 3DS titles on the E3 show floor, the move represents a significant change in marketing tactics for the major console maker. It's as if Apple decided to announce the next major revision to iOS not with a worldwide developer-focused keynote address, but by simply setting up a booth at Mobile World Congress and inviting the press and select developers to try it out during a cocktail hour.
"At E3 this year, we are not planning to launch new hardware, and our main activity at E3 will be to announce and have people experience our software," Iwata's statement continues. "Many people are certainly very interested in learning more about the Wii U titles that we are going to announce. We will use E3 as an ideal opportunity to talk in detail mainly about the Wii U titles that we are going to launch this year, and we also plan to make it possible for visitors to try the games immediately. As a brand new challenge, we are working to establish a new presentation style for E3."