In a market about to present cutting-edge new consoles that are, as at some pixellated, entertainment industry weigh-in, pushing their bulky hardware credentials in each others faces, it's refreshing that videogaming can still find time for innovation amid the undercard.
The 2DS, then, is at the very opposite end of the spectrum to PS4 and Xbox One: cheap, unsophisticated and kid-friendly. A "my first games console" for a new generation, if you will.
But these very basic aesthetics should not act as a deterrent to the new hardware. The 2DS boasts all the technological advancements of the 3DS. It includes the online functionality, the inbuilt software and plays both DS and 3DS games.
The most striking difference between 2DS and its 3D predecessor is how it looks. The clamshell design that has defined DS over eight years has gone; this is a flat, open-faced device.
It's not as sleek as a PlayStation Vita or a 3DS XL, but its colourful, wedge-shaped design has a child-friendly charm. Although not as large as pictures suggest, it still won't fit in most pockets, but it feels robust and likely to survive in the hands of even the clumsiest child. And it is comfortable to hold, with a more intuitive button layout and satisfying shoulder triggers.
There are a few technological concessions. There is just one speaker, so headphones are required for stereo sound. But the most significant omission – as the name suggests – is the 3D screen.
The glasses-free 3D of the 3DS is a pleasing novelty but ultimately it isn't necessary to play the games. And the likes of Super Mario 3D Land and Luigi's Mansion 2 are as enjoyable in two dimensions as they are in three.
The pay-off from the loss of 3D is the price. 2DS comes in at a more wallet-friendly £110, which is still a little expensive – particularly as parents may want to invest in a case to protect the exposed screens – but it's certainly cheaper than many of its rivals.
Ultimately, then, 2DS is not aimed at existing fans or hardcore gamers. This is a machine for a wider audience and it's an important move for Nintendo, its development more than that of just creating another console but a reaction to its predecessor.
The 3DS launch in 2011 was a disaster; beset by a high price, poor software line-up and unsuccessful marketing.
Nintendo later admitted that too many consumers didn't realise the 3DS was a new console, instead surmising it was yet another DS but with an expensive screen.
And then the media attacked. The Sun ran reports that 3DS hurt users' eyes and Nintendo had been inundated with complaints.
The company denied it, but the damage was done. Parents feared the console was dangerous and Nintendo subsequently reported its first ever financial loss.
Although 3DS has recovered to some degree – it has been the best-selling UK games console over the last three months, due to some wonderful software – it is far from matching the mass-market success of the original DS, which appealed to Mum, Granddad and young children.
And this is exactly the audience they are looking for when 2DS launches on 12 October. It's an offbeat, budget-priced console for a broad market.
And while the big boys slug it out for the big purse, Nintendo may well have the winner come Christmas.
Chris Dring
