worked with CPU and GPU manufacturers to tune and customize hardware for computers to make it more amenable and effective for video games, leading to lower-cost hardware needed for video game consoles. Finally, console manufacturers also work with retailers to help with promotion of consoles, games, and accessories. While there is little difference in pricing on the console hardware from the manufacturer's suggested retail price for the retailer to profit from, these details with the manufacturers can secure better profits on sales of game and accessory bundles for premier product placement. These all form network effects, with each manufacturer seeking to maximize the size of their network of partners to increase their overall position in the competition. Of the three, Microsoft and Sony, both with their own hardware manufacturing capabilities, remain at a leading edge approach, attempting to gain a first-mover advantage over the other with adaption of new console technology. Nintendo is more reliant on its suppliers and thus instead of trying to compete feature for feature with Microsoft and Sony, had instead taken a "blue ocean" strategy since the Nintendo DS and Wii. See also Game consoles sales Unlockable game Video game clone References Further reading External links American inventions Bundled products or services Console