Though the sales pitch of Nintendo's new hand-held, which launches this week across the U.K, has largely focused on the fact that it plays 3D games without the need for wearing specs, producer Hideki Konno has made it crystal clear that all games created can also be played in 2D.

This way, he says, Nintendo won't alienate any consumers who don't always want the 3D effect, or find it too intense - the Nintendo 3DS features a slider that adjusts the intensity of the 3D effect. This can be turned completely off, or adjusted to your requirements.

"We want to get software out to as many people as possible, and there are some people who just can't see 3D."says Konno. "We're moving away from any stance that says if you don't use the 3D functionality you can't play this game."

The Nintendo 3DS launches on Friday in the U.K. and already retailers are battling against each other for the business, with Amazon and Morrison’s dropping the recommended retail price by over £40 to £187. However, Tesco's has now under-cut them both by offering the hand-held for £175. Meanwhile, we're waiting patiently for our review sample, so hopefully we'll bring you our impressions shortly.