Sony and have already confirmed price cuts of varying sizes for both the and - even undertaking a massive re-brand of their console complete with a new slimline form-factor.

Nintendo, however, aren't worried that the is about to get a bit more intense - indeed, the firm expects to maintain its market leading position.

"Our focus has always been on creating fun and engaging game-play experiences. Because of that focus, has been the best-selling video game system in the United States for two years and counting," comments Nintendo's Denise Kaigler speaking with Kotaku.

"It offers the most fun and the best value for consumers. Wii can be played by every member of the the moment it comes out of the box. It's the only console that offers the option of precision motion controls right now, with the Wii accessory. And systems are the only place you can play new and classic Nintendo franchises."

Kaigler points to Nintendo's strong festive line-up by way of evidence that the firm need not be concerned by the ever lowering prices of their rivals. More shortly.

By Luke Guttridge