Marketing the Nintendo 3DS will be "very tricky", according to the firm's SD Group 1 manager, Hideki Konno.
Speaking in the latest issue of Edge, the 3DS boss concedes that traditional advertising methods will be difficult for the handheld - because the public can only see its 3D witchcraft at work with the console in front of them.
"We are constantly discussing how to market the product," he told Edge. "Our internal PR departments are saying that we should use cinema advertising, because cinemas are capable of showing 3D movies.
"But our key point with 3DS is that you don't need glasses, which you obviously need to use in cinemas," Konno added. "So we think regular marketing and promotional activities will be very tricky for us. I think that a lot of awareness about 3DS will be spread by word of mouth."
And the advertising issue seems to be a real brainteaser for the platform holder; at E3 it of course went with a quite funny video of Nintendo staff being 'sucked in' to the handheld, but that's not necessarily going to sell the device's 3D tricky effectively on a 2D television.
The Wii went with advertising focused on the player. Pehaps the 3DS will have do the same?