Cammie Dunaway, Nintendo of America's executive vice president of sale and marketing, confessed to being frustrated by the sales numbers behind Grand Theft Auto: Chinatown Wars and suggested Rockstar hasn't learned something Nintendo already knows about marketing.
Asked by MTV Multiplayer if Nintendo was disappointed by Chinatown Wars' showing, Dunaway said:
It's frustrating, quite frankly. Certainly there have been mature titles - Resident Evil, the first Call of Duty - that have sold over a million units and with something like GTA, there's great content there. We do think it'll have a long tail and we've seen that with a lot of titles across all genres on the DS platform that consumers continue to discover them. But part of what's needed is you have to continue to put marketing support behind these titles. It's one of the things we've learned over the past few years. The old dynamic of throw it on TV for a few weeks and forget it isn't going to work, because new consumers are coming in all the time.
See it for yourself in the entire video below: