Nintendo’s Wii U was overshadowed by its competitors at this year’s E3 and is rapidly losing third-party support, but the company doesn’t seem particularly worried.

Speaking with CNN, Nintendo president Satoru Iwata said that Nintendo wasn’t concerned about other next-gen consoles as the Wii U’s strategy was completely unique.

"We just don't care too much about what other companies are doing or are trying to do," said Iwata.

"Our primary focus is to think about and actually carry out something which [another] company's hardware can never realise.

"We are trying to provide consumers gaming experiences that can only be available on Nintendo platforms."

Iwata was confident that incoming games would be the catalyst for increased Wii U sales.

"Starting from this summer, Nintendo is preparing for a very strong first-party software line-up that people really want to try out. By selling the software, we'd like to expand the hardware sales of the Wii U system. That's our message."

It looks more and more likely that it will have to be first-party titles that save Nintendo’s console: EA isn’t interested in developing any more games for it for the moment, and an EA engineer had some rather unkind things to say about its power.

Despite this, Nintendo of America's head of corporate communications Charlie Scibetta told Joystiq that EA was still a “great partner”.

“They want what all third parties want and what we want: for the install base to grow," said Scibetta.

"We're confident that once some of these games come out that we have planned between now and the holiday and into 2014, that it will help drive the install base and when that happens the platforms will look more enticing to third parties."

In response, EA Labels president Frank Gibeau said a larger install base was the only thing that would lure his company back to the Wii U.

"Look, the only thing they can do to fix it is to sell more boxes. We're a rational company, we go where the audience is. We publish games where we think we can make a great game and hit a big audience, and make money," he said.

Supporting the Wii U right now simply doesn’t make financial sense, said Gibeau.

"The Wii U, we shipped four games. We shipped Madden, FIFA, Need for Speed and Mass Effect. In fact, the last Need for Speed shipped 60 days ago had a pretty good Metacritic.

“It was a good game. It wasn't a schlocky port, we actually put extra effort into getting everything to work. And it's just not selling because there's no boxes."

"Nintendo is a good partner and never count 'em out and all that. Never count them out, but right now we're focused on PS4 and Xbox One and from our perspective we'll look at the Wii U, we'll continue to observe it. If it becomes a viable platform from an audience standpoint, we'll jump back in."

With Call of Duty: Ghosts not yet confirmed for the Wii U, it seems Activision is also unsure about its viability, and even staunch supporter Ubisoft has said it needs more units sold. But Nintendo still has an ally in Warner Bros. Interactive Entertainment.

"We're a believer on the Wii U," WBIE president Martin Tremblay told Games Industry at E3.

"Honestly, we hope everybody's going to work out. It's just good for the industry.

"I think the console has been off to a slow start, but I think they're going to fix the problem," Tremblay said.

"I don't think it's a problem, but it's more about the content. And I think they showed tons of new content [at E3] that will re-energize the platform."