Grand Theft Auto: Chinatown Wars came and went with some fantastic review scores and some mediocre sales. Nintendo’s vice president of marketing and sales Cammie Dunaway stated in a recent interview with MTV that sales for the DS game were “frustrating, quite frankly”.
“We do think that it will have a long tail, and we’ve seen that with a lot of titles across all genres on the DS platform,” Dunaway said. “But part of what’s needed is you have to continue to put marketing support behind these titles. The old dynamic of, you know, throw it on television for a few weeks and then move on and forget it just doesn’t work.”
Nintendo does have a unique strategy of continually marketing games for quite some time. Anyone that’s done a double take recently when seeing a TV commercial for Nintendogs, a game that is over four years old, can attest to that. As disappointing as it may be for Nintendo to see a potential cash cow not rake in the money, at least for them Chinatown Wars isn’t faring any better on the PSP.