Nintendo president Satoru Iwata has admitted the platform holder wasn't able to convey the magic of the Wii U on stage at the E3 press conference, but said those who got hands-on time with the new console were able to understand what makes it unique.
"On the stage we couldn't fully explain what's so unique about our product," Iwata told The Telegraph
"It's only after people come to our booth and have the hands-on experience with the Wii U they started to realise that it is a surprise. The excitement is very high every day, and I'm really happy to see smiling faces at our booth."
"The people who came to the hands-on appreciate the uniqueness, but we have come to realise that people don't get it when we just show what it looks like."
Iwata drew a parralel to the first showing of the Wii at E3 2006.
"As soon as we showcased the Wii in 2006 people immediately understood," he said. "At that E3 show I was up on the stage with other Nintendo staff playing Wii Tennis and I could hear the excitement behind me."
Sony Worldwide Studios boss Shuhei Yoshida has said he thinks the Wii U "is its own generation".