Like Wii, DS and 3DS, Nintendo has admitted it once again faces a tough battle in getting people to "understand" Wii U.
Also, like its predecessors, Nintendo says the key is in giving as many gamers as possible some hands-on time with the console.
"It can appeal to people all ranges in terms of their gaming ability,"
said Nintendo of America's senior director of corporate communications Charlie Scibetta.
But, he went on to admit, it's "hard to understand the system until you get your hands on it."
That said, the firm is employing a similar marketing strategy to that of the equally unique Wii and DS devices. "A big part of our strategy has been and will continue to be trial, getting it in as many people's hands as possible," said Scibetta.
He also says the machine is at its best when developers make use of its unique features. "When a publisher creates a game experience that is custom... that's when you really see the magic happen," he said.
Although Nintendo neglected to reveal Wii U's pricing at E3 this week, a number of European retailers have begun listing prices for the console and various peripherals, although they don't agree on them.
Were you impressed with Wii U at E3 this week?