![]() However, Nintendo wasn’t able to hold on to that audience. The DS and Nintendo’s “blue ocean” console, the Wii, combined to sell more than 250 million units, besting iconic devices like the original NES and Game Boy. While video game consoles became increasingly complex, the DS and its touchscreen were meant to be more approachable, a way to bring in new players who were intimidated by complicated controllers. ![]() In 2004, Nintendo released a strange dual-screened handheld called the DS, and with the hardware, a broader initiative the company called its “blue ocean strategy.” Instead of battling against heavyweight competitors like Sony and Microsoft, Nintendo would carve out its own unique space in the market.
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