An Exploratory Study of Product Design Strategy in Console Games: Comparison of Emotional Design between Nintendo & Sony

게임기의 제품디자인 전략에 관한 탐색적 연구 -감성경험을 중심으로

  • 안호성 (서울대학교 경영대학) ;
  • 김재범 (성균관대학교 경영학부) ;
  • 서흥교 (성균관대학교 경영학부/디자인학부) ;
  • 오혜원 (성균관대학교 경영학부)
  • Published : 2008.05.29

Abstract

The success of Nintendo's Wii has changed the paradigm of console game. Existing games and consoles set up the game-playing system of complicated commands, narratives, and significantly advanced the degree of difficulty by the device's excellent capacity and the superiority of graphic in order to draw so called "Game Manias", while Nintendo established the easy game-playing system for not only game manias but women and elderly people. Such an innovation has carried out the most important role for Nintendo to dominate the market all over the world by 47.4% market share of consoles. In addition, it provided the users with unique interaction and emotional experience. In this study, we analyze the case above in terms of product design strategy, particularly emotional design strategy between Nintendo & Sony.

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