I'm not into video games and never will be. I spend so much time glued to my computer screen during work hours that my idea of a good time is anything outside and as far away as possible from electronic screens.
That said, I can't help but take notice of the video game war taking place between Sony (Playstation 3 ), Microsoft (Xbox 360 ), and Nintendo (Wii ) which are busy launching new consoles and games for the holidays. I'm particularly intrigued with Nintendo's ability to differentiate itself from its better-funded competitors allowing it to score some excellent press. Just go to Google News and type in "Nintendo Wii" and you'll see that Nintendo has a smash success on its hands.
Nintendo's key differentiator is the Wii controller, a device shaped like a TV remote control that translates a player's hand movements into on-screen action (a second controller that Nintendo calls the "nunchuk" hooks up to the first device through a cable for more intricate games).
The key to Nintendo's positive buzz is that they've created a video game experience truly different from the competition. As the stories about the fun of using the Nintendo Wii proliferate, a whole new cadre of people who have never played video games will be attracted, and then they'll spread the word to their friends.
Another interesting differentiator for the Wii is the inclusion with its console of a package of free games with fun cartoon-like graphics called Wii Sports. To serve a ball in a tennis game, users flip the controller sharply up and then make a whacking motion with their hands to hit it. To go bowling, users simply aim the controller skyward and swing towards the screen. As in real life, the speed of the swing controls the speed of the ball, a twist of the wrist adds spin and the B button releases the ball.
Even if you don't like video games, you can learn a lot from the competion amongst video game makers to create the most buzz. What can you do to differentiate your product from the competition? Remember, you don't need to outspend the competition - merely come up with something new and exciting. Also, is there a free add-on item(s) or service that you give people to make them happy and loyal customers - preferably something that your competitors don't offer?
