Nintendo UK manager David Yarnton believes 3DS overcomes all of the hurdles that have stopped 3D technology being adopted by the mass market to date.
"Today, we hope, marks the day that 3D entertainment goes truly mainstream," he told MCV.
"Until now 3D has suffered from three barriers. It's been too expensive, it's not been mobile and you need special glasses. Nintendo 3DS overcomes all those barriers... I have been with Nintendo for almost 18 years and in video games for almost 25 years and this is the most exciting product launch I have seen."
Speaking at last night's midnight London 3DS launch, Yarnton told us he was "really happy" with the consumer response to the new handheld.