If marketing is anything to go by, Nintendo's apparently had a bit of a difficult time marketing its handhelds and games to women. I have plenty of female friends who own 3DSes, so I don't believe this is the case, but hey - Nintendo knows its business better than I do.
Anyway! Nintendo's UK branch is aiming to tackle the female demographic head-on with the launch of a new YouTube channel dubbed the Nintendo Girls Club.
Helmed by the bubbly actress Jorgie Porter - the 26-year-old soap opera start of Hollyoaks - the overall goal of the Nintendo Girls Club is to convince girls to start playing Nintendo games. Porter's joined in this crusade by London-based vlogger and presenter Mandy Hynes who does most of the unboxing work for the channel.
But less important than who Nintendo UK is hiring for the channel is the issue of what Nintendo's saying with it.
Based on the 14-someodd videos in the Nintendo Girls Club, it seems to shill for everything from niche and decidedly female-focused titles like New Style Boutique and LEGO Friends to more mainstream titles like Animal Crossing: New Leaf and Super Mario 3D Land.
There's even an ad for Luigi's Mansion 2: Dark Moon which features a Pink 3DS XL because, estrogen.
Despite the pink agenda, Nintendo Girls Club *seems* to be taking positive steps in showing girls that it's ok to be a gamer - which is more than Nintendo of America could say for its somewhat discriminatory "I'm not a gamer" girls campaign.
If Nintendo UK really wanted to get progressive with Nintendo Girls Club, it'd mix in games that aren't casual-friendly or specifically female-focused like Fire Emblem: Awakening or Bravely Default... but hey, baby steps.
The Nintendo Girls Club is only a month or so old, so it still has time to realize that there really isn't a difference between "girls" and girl gamers.