New Super Mario Bros 2 was a big release for Nintendo as it marked the first time the company has released a “full” retail game for download.
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A good start. Nintendo, who makes a large portion of their console's software themselves, and the coming of the Wii U. I think it's best to protect this relationship they have with the retailers at this point in time.
That's probably the best thing about this news at this stage – losing less than five per cent of sales (the Americans and Europeans have less of a digital culture compared to the Japanese, I would expect numbers to be lower outside of Japan) will likely not upset retailers too much. Especially when the second hand games start coming in for resale.