In what is has become the ultimate day for marketing-related news, comes yet more more marketing-related news: with an outline of Nintendo’s intended DS marketing strategy. Reflecting the input of name-taking, ass-kicking Reggie Fils-Aime “Nintendo has aligned itself with powerful media partners that target a hip, male demographic.”

Whilst we’d hate to cast aspersions over the integrity of the plan, which purportedly “will market Nintendo DS to the full spectrum of hipsters, budding enthusiasts and hardcore gamers.” we simply can’t help but ponder the insistent use of the word ‘hipsters’. Sometimes those groovy marketing folk are just way out, Daddy-O.

Fripperies aside, this DS marketing campaign should manifest itself in a different way from Nintendo’s usual approach. The “Touching is good” strap-line has got obvious cheeky connotations, and these ‘powerful media partners’ clearly target an older demographic than might usually be expected. With MTV, Maxim, Blender and Stuff carrying assorted advertorials, American hipsters should know plenty about the machine in time for its launch.

This will be Nintendo’s biggest marketing spend to date, so in theory, it should be a particularly effective one. The official word from George Harrison, NOA’s senior vice-president, is that "We think such a radically different and creative device like Nintendo DS deserves the backing of an equally innovative and provocative marketing campaign." And although this may be true, it’s equally true that this all-inclusive targeting and added 'cool-factor' will be partly intended to encroach on Sony’s prospects for the PSP.