Interviews// Nintendo UK Marketing Manager, James Honeywell

SPOnG: Are you worried about hacking devices like the R4 popping up on 3DS? With new technologies you’re obviously going to be a bit more forthcoming in how you protect your hardware. Do you have anything in place, infrastructure wise, that might combat that behaviour, like software updates?

James Honeywell: It’s a difficult question to answer really, because it’s almost like a rag to a bull in that anyone who says “anything is uncrackable” is going to get a lot more attention…


SPOnG: Oh, no - I simply meant to ask if you were aware of any potential threat?

James Honeywell: Well, we’ve had a few landmark cases recently, and obviously again it’s devices like the R4 and so forth - so now it is technically illegal to distribute and sell those products here. So I would hope that any legislation that is in force and that will allow us to have that safe security against similar activity on Nintendo 3DS.


SPOnG: Glasses-free 3DTVs are coming soon - do you think Sony may have an edge with the technology in its support on PlayStation 3? Or do you think they’re two totally different experiences?

James Honeywell: Yeah, I mean Nintendo 3DS is intrinsically a handheld and it’s a device for you on your own. It’s a device you can take with you, day to day. It offers something so completely different - you’re never going to pick up a 3DTV and take it with you. What we’re offering is that level of immersion but while you’re out and about, or in those quiet moments where you want to play on your own. I think it’s very difficult to draw parallels between the two things. And we’re actually very affordable as well - I still think that technology at home’s quite a lot more expensive than what we’re able to offer in a few weeks time on Nintendo 3DS.


SPOnG: There’s a lot of support from third parties such as Capcom, Tecmo Koei and Konami. One thing I’ve noticed is that a lot of their support seems to be in the form of ports of already-existing titles. Would you be trying to nurture a relationship with them to get more original content from them further down the line? Where do you see third party support going forward?

James Honeywell: Again, ultimately it comes down to their decisions as to what titles they bring to our format. Obviously, we try to have good relationships with them, we try to encourage them to innovate and to try new things. I think we’ve seen some fantastic games today, things that will give us an amazing lineup. And I’m sure there’ll be a hell of a lot of innovation still to come. Once they really understand how to combine various different functions you’ll see a whole new wave of games come out in the future.


SPOnG: With every Nintendo console, you guys have always had one game that has demonstrated exactly what your focus is on the new hardware. For the Nintendo 64 we had Super Mario 64, Luigi’s Mansion to show off the Gamecube’s lighting effects and Wii Sports to illustrate the Wii’s motion control, for example. What would you say is the key title that people should look out for on the 3DS in that sense?

James Honeywell: Erm… I understand what you’re saying, and ultimately I don’t think there is any one title that shouts more than any of the others. I think it really comes down to the fact that gaming has become a much wider past time for a huge number of people, and what we’ve tried to do is give different games to different people. So if you like dogs then you’ll get Nintendogs, or if you like classic Nintendo games then you might want to buy Zelda. I think each one of those launch games use the 3DS in a slightly different way that they all really benefit from that 3D. It’s almost like all the titles do that, whether it’s passing a football in PES and understanding the depth, or making a jump in a platform game. I think every game actually shows the benefit of the 3D.


SPOnG: With the 3DS succeeding the Nintendo DS, it seems that we’re entering a new cycle of consoles across the board. How long do you think it will be until a Wii successor is announced?

James Honeywell: [Laughs] I really couldn’t say. Today is about 3DS, and for us to talk about hypothetical or theoretical other platforms. We’re all aware that as a company we don’t stand still. No-one stands still. We’re always looking to develop something new. That latest thing we’re bringing to the market is Nintendo 3DS - what comes after that? Who knows.


SPOnG: Thank you very much for your time!

James Honeywell: Thanks a lot.