3dsstill570 -

Nintendo of Europe will be reducing the European trade price of the Nintendo 3DS to retailers by around a third from August 12, 2011, as part of a global trade price reduction initiative.

"The ultimate price to consumers is, of course, determined by retailers, however we look forward to consumers benefiting from much lower retail prices very soon," reads a statement from Nintendo.

The 3DS currently retails for around £219, so a price reduction of around a 33 per cent would put the hardware in the £150 price bracket. Of course, retailers have already been offering the 3DS for well below the £219 mark so we could see stores cutting under £150 once the price reduction is made.

Nintendo of Europe also announced plans to offer an exclusive Nintendo 3DS Ambassador Programme to consumers who have purchased the Nintendo 3DS at the original launch price. The programme will enable these Nintendo 3DS owners to download 10 NES games and 10 Game Boy and Game Boy Advance games for free.

To register for the Ambassador Programme, early Nintendo 3DS adopters simply need to connect to the Nintendo eShop before August 12. The free software will then be made available at a later stage. More details on the programme will be announced on the Nintendo of Europe website shortly.

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User Comments

Wido's Avatar


The price drop is needed for the 3DS. I have come close to get a 3DS with a GAME exclusive offer to have either a blue or black 3DS with Zelda: OoT for £179.99. But I didn't get the handheld, even though this year's E3 made the 3DS a lot more promising and eye catching with the games it has lined up for it.

Good points made Woffls, but I think one would argue against people heavily relying on retail. It's been reported that there has been more purchases via online in the past 2 to 3 years than compared to purchasing on the high-street. We have already seen the 3DS dropping down to £150, and now hanging around the £170 to £180 mark. Nintendo themselves should promote the price drop as much as possible, seeing as there is nothing coming out on console from now till Deus Ex later in August, and then we begin the onslaught of our wallets exploding because of the games releasing towards Christmas.

I'm pretty sure if they do advertisement for the 3DS now because of the price drop. They would easily gain more sales as of the situation with the new games releasing till later on. I do see a massive boom for the 3DS this Christmas, as I bet a lot of kids will want this new device.
Posted 11:09 on 28 July 2011
Woffls's Avatar

Woffls@ dav2612

My point was that a large portion of Nintendo's market doesn't interact with any media outlets that would advertise this news. Most people just read a national tabloid and watch BBC News. This won't reach either of those until the price drop actually happens - or at least it won't be heavily circulated until that time.

Really, the majority of people rely on retail, and retail will keep this quiet for as long as possible. They, and Nintendo, will want to wait until it fits their product lifecycle models, i.e. not summer.
Posted 10:33 on 28 July 2011
dav2612's Avatar

dav2612@ Woffls

Very true Woffls, not everybody reads VG.com. I do however suspect that other websites and other forms of media will report the news. And if Nintendo really wants to get the sales in then they should promote the news. Clearly the sales aren't great so why wait?
Posted 10:29 on 28 July 2011
munkee's Avatar

munkee@ Woffls

Posted 10:27 on 28 July 2011
Woffls's Avatar

Woffls@ munkee

This isn't as drastic as it sounds because the price was inflated to begin with. Nintendo said themselves that the price was higher because of the reception they got from E310. If they were cutting the price 33% from what they consider a normal margin, then I'd be concerned.

Also, Nintendo gave the launch window to 3rd parties because they always bitch about not being able to sell games on Nintendo platforms. And look what happened, they all *****ed it up leaving 3DS owners with nothing to play.

By the end of the year, 3DS will have had Ocarina of Time (we're allowed to remake 13 year old games btw), Starfox 64 (nearly as old, perfect fit for 3DS), Super Mario 3D Land (Is that the proper name now?) and Mario Kart 7. Apparently some people feel differently, but that's pretty good for a handheld's first 3 quarters.

Platforms are investments. You shouldn't expect something instantly because that's not how it works. A purchasing decision should be made on what you expect the format to produce over time.

Nintendo are stale in my opinion
Hi, welcome to the video game industry. It looks like you've got a few things to learn.

@dav2612 Lots of people will be unaware of the price drop. Not everyone reads videogamer.com, unfortunately.
Posted 10:20 on 28 July 2011
munkee's Avatar


Nice one dav2612

I find this price drop a weird one. So, far the 3DS is a bit of a flop. They are making drastic manoeuvres to try and shift units. Drop the price. Its more than likely to work. But, I feel that if they had bothered to get some really strong software to support the console in the first couple of months, then they wouldn't have had to drop the price. It was a ***** up and surely they know it.

I can't believe that there STILL isn't a decent software line-up. One killer game, and thats a remake of a classic. Unbelievably, the next game I was REALLY looking forward to is another remake [Star Fox 64/Lylat Wars]!? I lost love for Nintendo years ago and stupidly got sucked into getting a 3DS. As a piece of hardware I love it. But, I'm currently selling it to fund an Apple i device. Nintendo are stale in my opinion and I doubt I'll be buying another Nintendo product. :\
Posted 10:03 on 28 July 2011
Bloodstorm's Avatar


I actually might get one now.
Posted 09:36 on 28 July 2011
dav2612's Avatar

dav2612@ munkee

Through the 3DS, option on main screen. You need a firmware update if you don't have the option.
Posted 09:35 on 28 July 2011
munkee's Avatar


How do we contact the eshop?
Posted 09:21 on 28 July 2011
dav2612's Avatar


Why not drop the price now? Surely nobody is going to buy a 3DS between now and the price drop, except those that are unaware of the drop.

I like the sound of the free games though. Shall connect to the shop today.
Posted 09:13 on 28 July 2011
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