I don't think Wii is targeted particularly at kids....my 12 yr old brother just gave up on the Wii that I bought him and went back to PS2 rofl. In his opinion the controls were something that he hated, not that it wasn't hard just it was repetitive to the point it was frustrating. shaking his whole arm or swaying with hand ect....basically he just got sick of the controls. btw, he isn't a Wii sports fan so maybe that's why he ended up not liking the Wii.
The Wii is targeting non-gamers, period. Most (and I stress most) gamers want a sense of accomplishment, non-gamers/casuals what instant gratification. Seems to me Wii is aiming to give them what they want. Also who could argue with Nintendos strategy....when trying to go head to head with PS/Xbox they lost. It seems their new approach is working....for now at least. What it's not doing is giving great games like I've seen for the X360 and soon to be great games for the PS3.
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