Nintendo received its sales figures for December and the results appear to be extraordinary. The company managed to break its sales records for both the DS and also for the Wii console. Last year’s total sales for the DS have been of 9.95 million units, up from 2007’s record of 8.52 million units. Looking at December’s sales alone, Nintendo sold 2.15 million Wiis and 3.04 million DS units, turning into the distant number one of the industry.

The company managed to sell both products significantly better than in 2007’s December, even though the worldwide economic crisis was expected to bring the revenue from all industries down. The game console business is one of the few that not only recorded any losses but reached new highs in terms of sales and popularity.

The company’s analysis also points out that the Wii with its incredible figures made up 55 percent of all current-generation console sales, while the DS covered 72 percent of all portable game system sales, and their appeal shows no sign of fading in 2009 either. Another aspect addressed by Nintendo is the annual software sales, where the company appears to cover the first four top spots with first-party games: the number one is Wii Play, followed by Mario Kart Wii, Wii Fit and Super Smash Bros Brawl. During 2008, there were sold more than 132 million games in the United States for Nintendo’s systems and the company, looking at the year’s top 30 titles released by The NPD Group, claims that 20 are it own.

When it comes to third-party support, the company’s Rock Band, Guitar Hero 3 and Guitar Hero World Tour sold more on the Wii console than for any other device.

Even though it appears that these titles with low graphic fidelity requirements are the only ones with massive appeal for Wii customers, the company is doing great, without the need to address the hardcore gamers. It is likely that Nintendo will continue to focus on the family segment, as it is easier to attract and please, and also significantly bigger.

The European market was a determinant factor for reaching the figures mentioned above. Nintendo of Europe’s marketing manager Laurent Fisher said that last year’s sales pointed out that more and more people in Europe are discovering and enjoying video games and the company is looking to embrace this demand and expand the worldwide gaming comunity by focusing on Europe, as it presents massive business potential.

Cammie Dunaway, EVP of sales and marketing at Nintendo of America, presented the company’s vision: "Our type of entertainment has now moved to the point where there is no longer a question that if you offer consumers an expanded definition of what a video game can be, and deliver that idea with quality and affordability in mind, millions of new people will start playing video games." She also added that concepts such as Wii Fit, Rock Band and Guitar Hero did not appear feasible just a few year ago, and they are currently significantly boosting the entire industry.