Nintendo Drops Price of Best-Selling Game Boy Advance SP to $79.99

Companion Marketing Campaign Urges Players to "Start Mayhem"

REDMOND, Wash.--Sept. 1, 2004--The hottest video game system in history is getting the best price in the universe. Starting Sept. 2, Nintendo's record-breaking Game Boy(R) Advance SP will sell at an all-time low manufacturer's suggested retail price of just $79.99, a full $20 less than its current price. The reduction significantly expands the potential audience of an already dominant consumer electronics device to a wider range of consumers.