Looks like Wii've all been completely dumbfounded by the new, final name for Nintendo's "Revolution" console. Games journalists, players, cynics and industry bigwigs alike have expressed utter shock and outrage at the Japanese giant's unexpected decision � pausing only to make wisecracks about the word's pronunciation and its connotations. Nobody's quite sure what to make of it. The same question is on everybody's lips: surely, Nintendo are taking the piss?

Some games journalists have openly scorned the name without even having read Nintendo's press release, clearly explaining in a few words what the name means. The thinking behind the name is brilliant. "We". Unity, simplicity, and the promise of broken barriers between gamers and non-gamers. The promise of a revolution, in three letters. It has the potential to become another lexicon � another Google, Virgin, Amazon.

The problem has arisen from the negative connotations the word "wee" has in the UK and US in particular. It's slang for urine. The obnoxious schoolchildren who trade banter about "GayCubes" and "Greystations" will have a field day. The press has already torn it to shreds. And can you honestly imagine walking into your local games emporium and demanding a Wii?

And a very sexy Wii it is too. The reason Nintendo fans are throwing their toys out of their prams isn't just because they aren't comfortable with Wii. It's because Nintendo looked set to make a terrific comeback after the lacklustre performance of the GameCube. They have a beautiful console, with revolutionary and innovative features. Enthusiastic developer support. Nobody could want more. Nintendo looked to be on the verge of success, and they stumbled at the last hurdle. Opinion is divided on whether the new name is an elaborate publicity stunt, designed to garner interest in the new console before announcing the real name at E3, or whether Nintendo have simply gone mental. While the pessimistic and those resigned to fate accept the latter, the conspiracy theorists and the hopeful are waiting with bated breath until the Nintendo press conference.

They're completely wrong, of course. Wii is the final name, and that's it. There's no point in signing useless online petitions to change it, or praying that it's an elaborate hoax. Love it or loathe it, Nintendo fans across the globe will all be playing with their Wii controllers by the end of 2006.

And while it isn't a hoax, it is one of the greatest marketing ideas Nintendo have had in a long time.

If nothing else, Wii is short and easy to remember (and it will surely stick in the minds of many distraught gamers). The fact that the name invokes such ridicule is going to earn Nintendo an inordinate amount of free publicity. Everybody is going to be talking about it. Friends will tell their friends, who will tell their friends and families, and word is going to spread about Nintendo's new console long before the real advertising campaign hits. Thinking realistically for a second: a poor choice of name isn't the end of the world. Anybody who refuses to buy a games console on account of it having a daft name is not worth talking to. Instead of begrudging Nintendo for their choice, start thinking about the good the name might do for the company. Remember that they are a business, first and foremost. If they can have every man and his Nintendog talking about their new console for free, surely it can only boost sales?

The name will catch on. The jokes will grow old. It will be accepted in time. It really isn't that bad a name anyway. With a name like that, Nintendo might just piss all over the competition.

And the best part is, the controller can now be called the "Wiimote". Isn't that something?

JH
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