Yet, in spite of its success, Dunaway believes there's still a lot more to be done with the US market. Dunaway notes that -- in terms of market penetration -- "in Japan, one in two consumers has a DS." But in America? "It is one in four. So we have room to grow." Essentially, if Japan is the benchmark for America, Nintendo must sell twice as many DS systems as it already has.
If there's one thing we've learned not to doubt this generation, it's Nintendo's ability to sell systems and make money. In January, the company was able to sell over 400,000 units in America -- and that figure is likely to grow with the introduction of the DSi XL in March. Perhaps we need to add even more money to this already-overused JPG.