3D Gaming Could Give Mad Catz ‘Opportunity,’ CEO Says

Richardson called the coming Nintendo 3DS handheld game system, which doesn’t require special glasses to experience its 3D effects, a “really interesting” product. It wasn’t just the device’s 3D that impressed, but also its improved graphics when compared to current DS systems, he said, calling Apple’s iPhone the current single biggest threat to the traditional handheld videogame market that’s been dominated by Nintendo and Sony. The improved graphics on the 3DS will allow Nintendo’s platform to better compete against the iPhone, he said. THQ Creative Director Luis Gigliotti said he also saw the 3DS as one of the stand-outs of last week’s show.

The 3Ds, however, appears to offer few opportunities for Mad Catz to provide third-party accessories, Richardson said. What opportunity there is will likely be just cases, screen protectors and other relatively low-cost accessories such as those that Mad Catz now fields for the existing handheld game systems, he said.

Mad Catz also sees an opportunity in is the high-end game audio market, Richardson said, calling that “one of the fastest growing categories.” Mad Catz said early this month that it had bought all the stock of Tritton Technologies, a privately owned provider of game audio headsets, CE devices and computer peripherals in California (CED June 3 p7). Tritton’s game headsets retail from $69.99 to $169.99 and operate on all the major game platforms and computers, Mad Catz said. Mad Catz plans to ship an AX 180 wireless gaming headset under the Tritton brand in September at $149.99, it said at E3. Turtle Beach has No. 1 market share in the U.S. on high-end headsets for the game market now, Richardson said.

Mad Catz is hoping to extend its Call of Duty accessory license with Tritton headsets this year, but “we don’t have it locked down yet,” Richardson said. The company said it will ship a line of accessories for the latest game in that Activision Blizzard series, Call of Duty: Black Ops, that will be available “alongside” the release of the game in November. Announced accessories were $49.99 PrecisionAIM controllers for the PS3 and Xbox 360, a $39.99 controller pack for the Wii, OptiCOM ProGaming glasses for the PS3 and Xbox 360 at $99.99, $14.99 controller face plates for the PS3 and 360, a $39.99 Black Ops Stealth Inductive Charger for the Wii, a PrecisionAIM mouse and USB dog tag bundle for the PC at $99.99, a $19.99 gaming surface for the PC, and a $29.99 PC controller. The OptiCOM ProGaming glasses are powered by Gunnar Optiks i-AMP lens technology that Mad Catz said “increases contrast and enhances detail, delivering greater visual fidelity and improved focus.” The OptiCOM voice communicator attaches to the temple of the glasses, and provides “clear two-way communication when playing online,” Mad Catz said. PS3 users connect it directly to the console via Bluetooth, while Xbox 360 owners plug the voice communicator headset directly into the game controller’s Xbox Live port. The glasses and voice communicator headset can also be used independently, Mad Catz said.

E3 Notebook

We'll “see a resurgence with investors” thanks to the expanded attendance and increased number of exhibitors at E3, Bill Gardner, CEO of sales, marketing and distribution company VisiSol USA, predicted at the show. Five years ago, investors were “sitting there with their wallets out and were ready to invest in” the game industry, he told Consumer Electronics Daily. But that all “went away when” the show was scaled back, he said. Gardner was one of a few industry executives we interviewed last week who said E3 was “back.” Gardner was “glad to see the show is back” because it’s “something the industry needs,” he said. Agreeing that the show was back, THQ Creative Director Luis Gigliotti said it was “real exciting to see the industry is thriving right now.” The crowd was also “more inquisitive” about the new games his company spotlighted, he said.