Nintendo will launch a new handheld game console titled Game Boy Micro on September 13 at the price of 12,000 Yen, aiming to sell 4 million units in the first year. This device will be available at US$99 in the US on September 18 and 99 Euros in Europe on November 4.

 

Nintendo is rolling out the world's smallest dedicated game console that caters to the fashion-conscious young-adult segment in response to the fierce competition from Sony and to regain its dominance in the handheld market. Meanwhile, Nintendo continues to enjoy brisk sales of its handheld Game Boy Advance. With so many different platforms such as GBA, DS, GameCube, Micro, and the Revolution console to be released next spring, however, concerns have arisen that Nintendo may be overstretching itself. Observers have said that the company risks becoming a niche player rather than a central actor in the home console market, yielding further share to Sony's PlayStation and Microsoft's XBox.