Nintendo has a level of control over retail outlets that Sony and Microsoft do not possess.Because of Nintendo’s niche marketing strategy, they are able to push their products in bundles through different gaming outlets. They also do not license themselves out to other companies, asa result all customer service and quality control is done directly through Nintendo (Dietl &Royer, 2003). This cuts out the middleman between the consumers and Nintendo, reducing costs and increasing customer loyalty. Nintendo has a distinct advantage in this area, as both Sony and Microsoft will allow external companies to process and service their equipment.