The Nintendo 3DS stumbled out of the gate in 2011 due to its lofty $250 price tag and lackluster launch lineup that failed to showcase its flagship 3D feature. However, swift action by Nintendo to correct course, coupled with strong first-party software support, allowed the system to bounce back. Though written off by many critics early on, the 3DS family ultimately thrived for over a decade.
$250 launch price was simply too expensive
Industry analysts widely agree that the initial $250 launch price was too much of an premium for consumers. Compared to the $150 DS in 2004, this dramatic 67% price hike made the stereoscopic 3D feature seem gimmicky rather than essential. This critical pricing misstep deprived the 3DS of momentum from the very beginning.
"We had unintentionally priced ourselves out of the mass market," admitted Nintendo President Satoru Iwata in 2011. This candid concession summed up the issues surrounding the costly barrier to entry.
Launch games failed to showcase the flagship 3D effectively
The lackluster software available at launch is cited as another major reason for the 3DS‘s early struggles. Of the 18 titles released alongside the system, most were ports or rushed additions. More importantly, they failed to demonstrate the immersive qualities of glasses-free 3D gameplay in a compelling way. This omission meant the 3DS lacked that elusive system-selling killer app at launch.
Critics agreed the launch lineup lacked recognizable Nintendo mascot franchises that traditionally drove adoption – no Mario, Zelda or Metroid left the 3DS feeling decidedly un-Nintendo. "It was not the launch that gamers or the system deserved," IGN‘s Craig Harris lamented. Without showstopping software, consumers saw little reason to invest $250 on novelty 3D tech alone.
Sales languished until key price drop down to $169
Due to low demand, the 3DS sold just 700,000 units in North America through the first 5 months. With such disappointing adoption, Nintendo enacted an unprecedented $80 price cut in July 2011, slashing the price from $250 down to a much more reasonable $169. This mid-cycle correction saw sales spike 215% over the following month.
The impact of the significant summer markdown can be seen clearly in the sales trends in the US:
| Launch Months | Monthly Sales | Post-Price Cut Month | Monthly Sales | Increase |
|---|---|---|---|---|
| Mar – Jul | 700,000 | August | 220,000 | 215% |
This dramatic boost in sell-through showed that the lower sticker price was critical in overcoming cost objections amongst consumers. By sacrificing profits to drive adoption, Nintendo started to regain momentum quickly.
Mario Kart 7 and Super Mario 3D Land signaled the rebound
With a more attractive $169 console price established, the next key ingredient came in the form of must-have Nintendo software which arrived that pivotal 2011 holiday season.
Mario Kart 7 released in December to critical acclaim. The title demonstrated the immersive qualities of racing at high-speeds in stereoscopic 3D. It went on to become the best-selling game for the system with over 18 million copies sold.
Super Mario 3D Land soon followed, marking the first original 3D Mario platformer on any portable system. Featuring perfectly tuned stages suited for on-the-go play, it garnered a 90% Metacritic score in becoming the 6th best selling 3DS title.
These system-selling franchise releases motivated consumers to give the embattled handheld another look. For existing early adopters, it validated their investment with memorable Mario experiences you couldn‘t get anywhere else. By sticking to their strengths, Nintendo revived interest and confidence.
The 3DS family finished with lifetime sales of 75+ million systems
While things looked dire in 2011, the 3DS recovered impressively thanks to well-executed course correction by Nintendo. Across four different iterations of hardware, the 3DS family ultimately sold over 75 million units over a decade – outpacing the Nintendo 64 and GameCube home consoles by a healthy margin.
The system cultivated a massive library of high quality games, with over 385 million pieces of software sold. These figures put the lifetime 3DS attach rate at over 5 games sold per unit, speaking to the strong engagement levels of loyal Nintendo handheld owners. Its legacy stands tall as Nintendo‘s third best-selling hardware platform ever behind only the DS and Game Boy lines.
Discontinuation in 2022 as Switch takes center stage
In September 2022, Nintendo officially discontinued production on the 3DS line, ending this storied handheld run. The company shifted focus and resources more fully to the Nintendo Switch, which fused portable and set-top gameplay. While bittersweet, discontinuing their former handheld champion was likely an easy decision with the wild success of the Switch hybrid device.
So while it got off to an historically abysmal start, Nintendo‘s quick moves to amend strategy and release stellar games catalyzed a remarkable turnaround story. The 3DS overcame the odds and left behind a legacy as one of Nintendo‘s most beloved, quintessential handheld gaming systems. Its early failure only amplifies the impressive comeback.
