Nintendo appear to be seeing off the threat of the PSP in the UK.

Happy times are ahead for Nintendo, with Executive David Yarnton revealing that they have control over 75% of the UK handheld market.

In recent years, it was the Gameboy Advance that was fighting off sometimes superior adversaries. However, when it boiled down to it, gamers chose to stick with Nintendo. It was only when Sony announced the Playstation Portable that alarm bells started to ring.

Luckily, Nintendo appear to be gaining some headspace over their nearest rivals. With figures week-in week-out of around 100,000+ units in Japan alone, this is a sign that Nintendo have got their tactics spot on.

Nintendo of Europe Executive David Yarnton spoke at a promotional event in London last night in support of GAME's recent expansion into Spain. Nearly 50 GAME stores were opened up in Spain this past year, and the retail conglomerate hopes to double their size in the months to come.

Yarnton undoubtedly wants Nintendo of Europe to capitalize on GAME's success and used the event to promote the news that in the past two weeks, Nintendo has claimed over 75 percent of the handheld market in the UK.

"We had the market to ourselves, and then when another company came along and decided they wanted to get into our swimming pool, a lot of people thought hey, that's going to be a real problem," Yarnton said. This new entrant is one of the reasons why critics felt Nintendo was risking a lot with the innovative Nintendo DS.

It definitely was a big risk, but it looks like that risk has paid off. It has been said time and time again, but a company needs to evolve in order to stay alive. Had Nintendo stuck with the GBA, would they still have the same marketshare they have now? Arguably not, and rightly so. They took a gamble, and all credit to them. Well played.