Bloomberg News

Nvidia Cuts Price of Shield Portable-Gaming Device by $50

June 20, 2013

Nvidia Corp. (NVDA:US), the largest maker of chips for graphics cards in personal computers, cut the price of its Shield hand-held gaming device to $299 from $349, citing feedback from consumers.

The company announced the change today in a posting on its website. The Android-based machine, which Nvidia announced in January, will be available June 27.

“We’ve heard from thousands of gamers that if the price was $299, we’d have a home run,” the Santa Clara, California-based company said. “We want to get Shield into the hands of as many gamers as possible.”

Nvidia began taking orders last month for Shield, which is built on the company’s Tegra processor. It’s aimed at boosting sales of other devices using Tegra by increasing the use of games designed for that platform, Chief Executive Officer Jen-Hsun Huang said in an interview last week.

“The reception has been great,” said Huang at the time. “If we sell some, that’s fantastic as well, but it’s not the fundamental purpose. The fundamental purpose is to get great games on Android on Tegra.”

To contact the reporters on this story: Ian King in San Francisco at ianking@bloomberg.net;

To contact the editors responsible for this story: Tom Giles at tgiles5@bloomberg.net


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