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Nintendo of America president Reggie Fils-Aime has said the company is unhappy with retailers who sell the Wii console bundled with software to make higher margins.
Many retailers are bundling the console with extra games on the run up to Christmas, but Fils-Aime believes it lessens the advantage Nintendo has over more expensive machines from Sony and Microsoft.
"Retailers have already been given feedback that we are not big fans of that," Fils-Aime told Reuters.
"We think it masks some of the price advantage we have versus our competition and, frankly, the consumer should decide what they want," he said.
However, Fils-Aime said that the company wouldn't take action against retail but hoped that the strong relationships it has with the High Street is enough for stores to be mindful of bundling.
"We don't have to remind retailers of the strength we have right now. We are simply making an observation and that reinforces our point quite nicely with retailers," he added.
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