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Nintendo cuts DS Lite price to $99

King Tournament Games

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The Nintendo DS Lite

Nintendo is increasing the stakes in its fight for control of the handheld gaming market.

The company will drop the price of its popular DS Lite portable system to
$99.99 on Sunday June 5. That $30 cut is the first time Nintendo has adjusted
the system's price since 2006.

Five years without a price cut is virtually unheard of in the gaming industry, but there really hasn't been any need to do so with the DS Lite. The system has consistently been one of the industry' best-selling hardware items for years - until recently. Added together, the various versions of the DS line have sold more than 48.9 million systems over the past seven years.

But as the iPhone has increased its gaming focus, and with the release of the 3DS, the DS Lite has been getting lost in the shuffle. And last August's price cuts to the DSi and DSi XL didn't help matters.

While the cut will certainly boost sales of the DS Lite, it could ultimately work against Nintendo, which has had trouble moving the $250 3DS since its launch. The company is counting on a richer lineup of games to help that system gain steam during the holiday sales season.

The DS Lite price cuts come less than a month after Nintendo cut the price of its Wii home console to $150.

At the same time, Nintendo's giving a half-dozen DS Mario games the special treatment to boost consumer awareness.

New Super Mario Bros., Mario Kart DS, Super Mario 64 DS, Mario & Luigi: Bowser's Inside Story, Mario vs. Donkey Kong: Mini-Land Mayhem!, and Mario Party DS will all be encased in distinctive red packaging, much like Super Mario Bros. Wii was.

Each of the games has sold over 1 million copies - with New Super Mario Bros. having already sold 9.25 million.


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