Nintendo's Advance Team Offers First Look At New Game Boy Advance At E3

First "Human Interactives" Demonstrate Nintendo's Next-Generation Handheld Video Game System.

Posted by Staff
LOS ANGELES, May 16, 2001 - Game Boy Advance makes its life-altering intentions known this week with the Advance Team, an elite task force hitting the streets this summer to let consumers experience the system's awe-inspiring capabilities for the first time. By letting people preview the outstanding gameplay available on Game Boy Advance, the Advance Team will turn everyday situations into extraordinary events.

Each of the Advance Team's 10 members will wear specially designed Advance Gear outfits containing six Game Boy Advance systems attached with tethers. These "human interactives" allow multiple consumers to simultaneously sample the system anytime, anywhere - from a street corner, on a playground, in a movie line or on a Ferris wheel.

The Advance Team will make its first appearance at the Los Angeles Convention Center during this year's annual Electronic Entertainment Expo (E3), giving attendees the opportunity to experience Game Boy Advance for the first time. The Advance Team will then travel on a 12-city summer tour to promote the new system.

The Advance Team is a key element of Nintendo's "Life Advanced" marketing campaign, designed around the concept that Game Boy Advance turns the ordinary into the extraordinary.

"Everyone realizes life is advancing at an incredible pace," says Peter Main, executive vice president, sales and marketing, Nintendo of America Inc. "But for true game lovers, nothing matches the leap from Game Boy Color to Game Boy Advance. It's console gameplay right in the palm of your hand."

Between May and August, the head-turning and eye-catching Advance Team will travel across country, targeting events and festivals in 12 markets. The tour will visit each market for 3-4 days, setting up high profile events within each city. Acting as human interactives, 10 Game Boy Advance Team members will be stationed throughout the event, offering consumers a one-on-one experience to sample the new Game Boy Advance. In addition to the main events, Game Boy Advance teams will roam each city in specially branded Game Boy Advance vehicles, visiting smaller venues and events. On site activities include a Nintendo Bucks-Booth, allowing kids to grab swirling Nintendo bucks and cash them in for a variety of Nintendo and Game Boy Advance prizes.

Stay tuned to for schedule specifics, updates and photos from the tour.

The Game Boy Advance system will carry a manufacturer's suggested retail price of $99.95, while new game software will retail for between $29.95 and $39.95.

Nintendo's 32-bit Game Boy Advance is the revolutionary all-new version of the best-selling Game Boy video game system, which has sold more than 110 million systems since its release in 1989. With a new horizontal orientation and dual shoulder buttons, Game Boy Advance boosts the screen size by 50 percent and displays 500 times as many on-screen colors as Game Boy Color. The system features high-resolution graphics on its 2.9" color LCD screen, supports four-player gameplay and has the ability to play virtually all Game Boy and Game Boy Color games.