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SAN FRANCISCO (Reuters) – Nintendo Co Ltd said it has ordered ambitious goals for its newest handheld recreation grouping despite growing rivalry from smartphones like Apple's iPhone.

Nintendo, whose ontogeny has been flagging, is making a bounteous marketing near as it launches the Nintendo 3DS, the prototypal figure to offer 3D recreation without primary glasses.

Nintendo of USA President Reggie Fils-Aime titled the 3DS a key income driver and argued that its acceptation should be modify faster than the example DS device, which launched in 2004 and has sold 150 meg units to date.

"From our perspective, we've ordered the broad liquid bar for a handheld figure and our noesis is to try to beat that," he said in an interview on Thursday.

The 3DS launched in Nihon terminal period and module go on understanding in the United States on March 27. The Asian consort is trying to meet a step aweigh of rivals in the ambulatory market, which is in a land of flux as the iPhone and smartphones based on Google's Android hit embellish more burly recreation platforms.

Nintendo is positioning the 3DS as more of a full-purpose entertainment product. It module be healthy to stream Netflix movies, as many smartphones can.

"This is a full-bore entertainment device, we're leading with games, but sure we module investment 2D and 3D recording content," Fils-Aime said.

Despite the gadget's unequalled technology, Nintendo is covering formidable rivalry in the market, and not meet from smartphones. Sony is also launching a next-generation handheld recreation figure -- code-named "NGP" -- at the modify of the year.

Fils-Aime refused to grant that the mart kinetics had changed significantly, despite the uprise of smartphone gaming. "We're not influenced by what combative forces are out there."

"In the modify noesis is what is feat to intend the acquire behavior," he said.

Nintendo's Wii home recreation housing pioneered motion-based recreation and was a blast with consumers. But the Wii, free in 2006, is showing whatever age in the grappling of rivalry from Sony Corp and Microsoft Corp, both of whom hit promulgation gesture-based recreation accessories terminal year.

Nintendo President Satoru Iwata crosspiece at the Game Developers Conference in San Francisco on weekday and made no mention of a next-generation console, despite the hopes of whatever industry watchers.

Nintendo reportable a 46 proportionality fall in profit in its most past quarter, and revilement its income forecast for the Wii housing to 16 meg units from 17.5 meg units for the year to March.

But Fils-Aime betrayed no signs of vexation about the Wii.

"In our analyse we hit a rattling daylong runway for the Wii system," he said.

The Wii has sold more than 85 meg units since launch, farther more than Microsoft's Xbox 360 or Sony's PlayStation 3.

(Reporting by Gabriel Madway; Editing by Phil Berlowitz)

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