Nintendo drops DS to $100, plays favorites with its own games

Nintendo today dropped the price of the DS Lite to $100, effective June 5. They’re also re-realeasing Mario games in red boxes, which have proven to help boost sales. As a reminder, it’s stuff like this that rubs independent publishers the wrong way, since Nintendo doesn’t allow them to release specially colored boxes. 

REDMOND, Wash.–(BUSINESS WIRE)– The portable Nintendo DSâ„¢ Lite system is getting a new suggested retail price. Effective June 5, the system will be available at a suggested retail price of just $99.99 in the United States. The Nintendo DS family has become the best-selling video game system in history. More than 48.9 million systems in the Nintendo DS family have sold in the United States alone. Also in June, six Marioâ„¢ games for Nintendo DS will receive new red packaging, making it easier than ever for consumers to identify these hit titles in stores.

“From the moment it launched, Nintendo DS Lite hit a sweet spot for consumers in terms of value, experience and fun,” said Nintendo of America President Reggie Fils-Aime. “This new price point will introduce Nintendo DS Lite to even more consumers, and the new red packaging will make it easy for them to find their favorite Mario titles.”

The six Mario games that will begin sporting the new Mario-red packaging in June are New Super Mario Bros.â„¢, Mario Kartâ„¢ DS, Super Mario 64â„¢ DS, Mario & Luigiâ„¢: Bowser’s Inside Story, Mario vs. Donkey Kongâ„¢: Mini-Land Mayhem! and Mario Partyâ„¢ DS. These games represent some of the best-selling fan-favorite Nintendo DS games of all time, and demonstrate the well-known “evergreen” sales trend of Nintendo games. Their total U.S. sales through the end of April 2011 according to the NPD Group are as follows:

New Super Mario Bros.: more than 9.25 million units
Mario Kart DS: more than 7.40 million units
Super Mario 64 DS: more than 4.34 million units
Mario Party DS: more than 3.27 million units
Mario & Luigi: Bowser’s Inside Story: more than 1.98 million units
Mario vs. Donkey Kong: Mini-Land Mayhem!: more than 1.01 million units
Mario is one of the most beloved video game characters and the top video game franchise of all time. Thirty-one Mario games have topped sales of more than 1 million units since 1995, more than any other franchise. Through the end of March 2011, more than 262 million games in the core Super Marioâ„¢ series have sold worldwide.