Nokia have confirmed that the push to bring their N-Gage, handheld gaming console mobile phone hybrid, into the market will focus on introducing it to adult gamers rather than targeting current GBA users.
The device, which will see its worldwide release on October 7th, has the daunting task of facing Nintendo's GBA, the handheld gaming leader. Game Boy Advance has already sold over 150 million units since the original Game Boy went on sale in 1989. The bad news for Nokia is that another contender, Sony's PSP<,/b> will soon enter the market and its pedegree guarantees a stir upon its release.

Nokiahowever, are pushing on with their efforts and seem determined to create their own niche in this, highly uncharted, market. Game Boy is for 10-year-olds, said Ilkka Raiskinen, head of Nokia's entertainment and media arm. If you're 20 or 25 years old, it's probably not a good idea to draw a Game Boy out of your pocket on a Friday night in a public space. This seems to be the main approach Nokia have chosen in order to market their device and a quick stroll through the N-Gage web site will convince you of that. Images of young adults, shamelessly using their phone-gaming device while still carrying out their daily skateboarding, clubbing or commuting activities are abundant.

Such claims may be seen as confident but they do also suggest that Nokia may be a bit naive when considering the task that lies ahead of them. Nintendo are currently ruling the market and they had it all to themselves for most of the time. It is almost certain that if young adults were interested in handheld gaming they would have found the formula to attract them. There is however, the possibility that Nintendo, basking in their absolute glory, may have become complacent and lost the edge needed to attract new users. What Nokia have going for them, is the combination of the gaming device with a mobile phone since their target group is the one that is already hooked on mobile phones and may just take that leap of gaming faith.

Either way the release of N-Gage will quickly set the scene for a conflict between the holders, Nintendo and the challengers Nokia and Sony.
Even if Nokia do want to convince us that they are not competing against Nintendo the fact that their device will be sold for USD 299, upon release, with games going for USD 30 - 40, it will be unlikely that gamers will choose to own both a GBA and an N-Gage.