Looking at that, it's easy to guess why we're seeing more and more of what we jokingly refer to as "non-games" rolling out for the DS. A lot of these new gamers aren't as interested in traditional fare, and as the market expands, the type of games has to expand as well. Satoru Iwata had good reason to come down hard on NoA for not getting the U.S. market on the Brain Age train; everywhere else, the game continues to walk off shelves at alarming rates.
Reggie said they're seeing "significant market change" in the U.S., and we can only hope that means that, as the gaming market expands, so will gaming advertising. It's time DS commercials broke out of their Saturday morning slots and started marketing to the new gaming class: adults who like shooting zombies just as much as they like studying languages.