Game Boy Advance debuts in China

Mainland gamers in select markets get access to Game Boy Advance hardware and a limited library of games.


The Chinese market is no easy mark for foreign publishers and hardware makers. For years, Sony has plotted to introduce its PlayStation 2 console to the country's billion consumers, but it still hasn't been able to traverse the mountains of bureaucracy it has faced.

Nintendo, on the other hand, is apparently making progress where Sony has not. It introduced an N64 variant, called the iQue, last November, and yesterday, Nintendo's Chinese subsidiary (also called iQue) introduced the Game Boy Advance to gamers in Shanghai, as well as to other major markets in Canton Province.

A Nintendo of America spokesperson confirmed that "iQue will sell Game Boy Advance hardware with one game (localized in Chinese) at 698 yuan ($84.33) in certain regions in China." Reportedly, that one localized game is Made in Wario, known as WarioWare Inc.: Mega MicroGame$ outside Asia.

In Nintendo's annual corporate strategy conference, company president Satoru Iwata said Nintendo is planning on a three to four year buildup before fully entering the Chinese market. Yesterday's introduction of the GBA was the first step in that plan.

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