He concludes by arguing that the Revolution, with its innovative yet familiar looking controller and significantly smaller price tag, will be the system that truly breaks into the mainstream market. Games like Grand Theft Auto may sell three million copies, he says, but the Revolution has ambitions of bringing current non-gamers into the market and, well, revolutionizing the way the populace thinks about videogames.

Casamassina's ideology is one that melds seamlessly with the story being produced monthly by Nintendo Power. The paradigm shift spoken of by Iwata is evident in the editorial content of the voice of Nintendo. It becomes even more visible when one compares it with the official voices of Nintendo's two main competitors, Sony's PlayStation and Microsoft's Xbox. Like NP, the Official PlayStation Magazine (OPM) and the Official Xbox Magazine (OXM) seek to bring gaming coverage directly to the fans of their respective systems. For the purposes of comparison, let us look at the March 2006 issue of each magazine.

The cover of a magazine is the most important editorial space in the publication. As in any business, it is critical that a magazine put its best foot forward. In the case of videogame magazines as a genre, this usually means highly illustrative cover art, typically from the game that will receive the most coverage within the magazine. This holds true in the case of all three official magazines. OPM features a largely bare (by game magazine standards) cover, split only by a circular bullet hole. The headline, referring to the highly polished FPS which reached shelves this month, reads: "Black: The Last Great PS2 Game?" OXM trumpets an "exclusive hands-on" feature on Scarface.

Meanwhile, NP's cover is much more text heavy; the largest element is a two-word headline that screams: "Gonzo Gaming!" The choice of adjective itself tells a great deal. Meaning bizarre or unconventional, gonzo recalls wild-man journalist Hunter S. Thompson or the eponymous blue-haired, loose cannon of the Muppets. Adorning the cover alongside the headline is one of Nintendo's newest gaming creations, the gonzo Chibi Robo.

Turning inside the magazines, the differences become even more marked. NP's cover story, titled "Breaking the Mold," is almost too obvious in its furtherance of Iwata's mantra. The article opens by stating: "For discerning game enthusiasts - those who shy away from cookie-cutter sequels and status quo action bonanzas - the pickings can be brutally slim at times." The piece, a "tour of the unexpected," then goes on to profile five games, all Nintendo exclusives, that break with what most would consider traditional gaming genres.

In his March editor's letter, Pelland emphasizes the shifting paradigm, as well, when he refers to games discussed in the "Breaking the Mold" feature. "[They] explore topics and game styles few gamers or game makers have ever contemplated...[They] aren't just technical or visual experiments; they're innovative games that lead to truly great and often-surprising experiences."

In full, the magazine dedicates 34 pages to features covering upcoming or recently released Nintendo-only games. Among this coverage is a three-page spread, part of a now eleven-part series, focusing on the team developing the forthcoming Zelda game, Twilight Princess. This nearly yearlong expos

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