Despite consistently strong hardware sales, the Wii has thus far lagged behind its competitors when it comes to the all important software tie ratio. The New York Times looked into the problem today, with an article highlighting Wii owners' reluctance to buy games at the usual rapid pace.

On average, Wii owners only buy 3.7 games a year, compared to 4.7 and 4.6 for the Xbox 360 and PS3 respectively. "These new gamers are content with the games they have, often going no further than the Wii Sports game that comes with the machine," the Times author states. "They don't buy new games with the fervor of a traditional gamer who is constantly seeking new stimulation."

Analysts say fixing the problem will require changing the way third parties market their games to the new audience of casual Wii gamers. "Advertising on Game Informer and 1up.com just isn't reaching this audience," Wedbush Morgan's Michael Pachter said. Advertising on Joystiq.com, though? Always a great idea!

This article was originally published on Joystiq.

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