New Market

The generation of consoles that relies on unique accouterments and devices intended to engross the audience deeper into gameplay and bridge the gap of 'hardcore' to downmarket gamers. The New Market was brought about by Nintendo using the Blue Ocean Strategy, which is the idea that financial success comes not by battling competitors using existing designs, but by making competitors obsolete through innovation. These consoles are in direct contrast to the general formula of the Old Market, which consisted of hardware-heavy consoles accompanied by controllers with many face buttons and sticks to control in-game movement. New Market consoles began emerging in 2004 with the advent of the Nintendo Wii and DS, whereas the Xbox 360 and Playstation 3 are expected to be the last of the Old Market consoles.