Marketing braces console launches in uncertain consumption climate

Despite concern that the Q4 launches of Nintendo's GameCube (November 18) and Microsoft's Xbox (November 15) could be hurt by the anti-violence sentiment and economic disparity that has followed in the wake of the September 11 attacks, the video game market seems ripe for the new hardware. Richard Ow, an NPD Group account exec for interactive entertainment, reports that the sector is already up 35% before the crucial holiday season, which should boost that figure to 50%. But the console heavies aren't leaving anything to chance, and marketing is a crucial element in determining which system will win at retail.
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November 1, 2001

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