Reggie Fils-Aime, President of Nintendo of America, has gone on record to suggest that Sony and Microsoft have chosen to pursue costly strategies for their next-generation consoles; something of which he believes has ultimately put Nintendo’s rivals “in a box.”
Fils-Aime highlighted the differences between Nintendo’s strategy this generation to that of its competitors, noting that rivals Sony and Microsoft have taken the costly route of integrating the latest high-end technology in their latest home consoles, PS3 and Xbox 360, respectively.
"The challenge that our competitors have is significant,” said Fils-Aime, at the recent BMO Capital Markets sponsored conference this week. “They've gone down the path with building expensive machines that they lose money on. They've gone down the path with games that are hard to develop."
They've put themselves in a box. I don't know how they're going to get out of it."