Nintendo is justifiably proud of its genre-busting Wii console. After all, the Wii has convinced people who would never dream of buying a games console to, well, buy a games console. Normal people. People who liked PE at school.
But what the Wii can't do is to get such non-gamers to buy games. Figures released this week by Wedbush Morgan suggest that Wii owners buy only 3.7 games a year.
3.7 games a year? To me that sounds like a large chunk of a mortgage payment. But then I'm old and I use my PlayStation 2 mainly for playing DVDs, getting my gaming satisfaction with a spinning top, a jigsaw and a comb/tissue paper combination. Apparently the thrusting young bucks who own Xbox 360s and PS3s shell out for 4.7 and 4.6 games a year respectively.
Perhaps Nintendo has been a victim of its own success - so popular is the Wii Sports game that comes bundled with the console, that softcore gamers are satisfied with it and it alone.
And in marketing the Wii as the console for social gamers, Nintendo may have forgotten that people who have actual social lives don't need to buy five games a year to fill the long, lonely hours before the next episode of Skins.