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17th September 2004 - Nintendo of Europe today announced that as of 24 September 2004, Game Boy Advance SP, the world's best selling and most stylish handheld console is now more affordable than ever. At the amazing new price of around £69, UK consumers will now make a saving of around £20 on the current price1 and have two great new limited edition Game Boy Advance SP bundles to choose from.

Jim Merrick, Senior Director of European Marketing for Nintendo of Europe, comments: "With Game Boy Advance SP now available at this great new price, we are making it much more accessible to a broader range of gamers, especially our younger fans. With so many fantastic games available on the Game Boy Advance and plenty more to come in time for Christmas we want everyone to be able to have a Game Boy Advance SP."

Nintendo is also launching two Limited Edition Game Boy Advance SP bundles in time for Christmas. The Zelda Limited Edition Pak launches across Europe on 12th November 2004 and includes a limited edition Zelda-branded Gold Coloured Game Boy Advance SP, plus a copy of the highly anticipated The Legend of Zelda: The Minish Cap. The Mario Limited Edition Pak launches across Europe on 19th November 2004 and will contain a copy of Mario vs. Donkey Kong along with a unique Mario themed Game Boy Advance SP. Both Limited Edition Pak's have an estimated retail price of around £89 in the UK.

The Game Boy Advance SP has already proved a huge success since it launched in March 2003 with sales across Europe at over 4 million. At this fantastic new price and with the range of games coming this Christmas Game Boy Advance SP will continue to go from strength to strength. In the run up to Christmas 2004 Nintendo will be launching highly anticipated games including Pokémon FireRed and Pokémon LeafGreen, The Legend of Zelda: The Minish Cap and Mario vs. Donkey Kong. Add to this a great list of third party games such as Star Wars Trilogy: Apprentice of the Force (Ubisoft), The Lord of the Rings; The Third Age (EA), Tony Hawk's Underground 2 (Activision) and Disney Pixar's The Incredibles (THQ), gamers have never had it so good!

Retailers in the UK are extremely excited about the potential sales lift the price drop will deliver for sales of Game Boy Advance SP hardware and software.

Martyn Gibbs, Commercial Director, GameStation commented: "Nintendo's Game Boy Advance SP has always been the undisputed leader in the handheld market and a must-have for gaming fans. At this great new price and in time for Christmas, we will be promoting it heavily in our stores."

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About Nintendo

Nintendo Co., Ltd. of Kyoto, Japan, is the acknowledged worldwide leader in the creation of interactive entertainment. To date, Nintendo has sold more than 1.9 billion video games worldwide, created such industry icons as Mario® and Donkey Kong and launched franchises like The Legend of Zelda® and Pokémon?. Nintendo manufactures and markets hardware and software for its popular home video game systems, including the Nintendo 64, NINTENDO GAMECUBE, Game Boy Advance and Game Boy - the world's best-selling video game system which has sold over 170 million units. As a wholly owned subsidiary, Nintendo of Europe, based in Grossostheim, Germany, was established in 1990 and serves as headquarters for Nintendo's operations in Europe.

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