Nintendo doesn’t appear particularly fazed by the price of the upcoming PlayStation 4.

Speaking with Kotaku at E3, Nintendo of America president Reggie Fils-Aime said that the PlayStation 4’s US$400 price did not bother him, even though a Premium Pack 32GB Wii U is US$350.

"It puts no pressure on us at all," Fils-Aime said.

"Sony and Microsoft are going to do what they're going to do. My bet is that there are going to be more announcements the closer we get to whatever their launch date is.

"From my perspective, I can't focus on that. I have to focus on: How do we satisfy the needs of all of the consumers out there with Nintendo products? How do we make sure they understand our proposition? How do we make sure they're excited about the software that we offer? And from that standpoint we're going to let our competition do what they're going to do."

In New Zealand, the Wii U Premium Pack retails for around NZ$490, while the PlayStation 4 will sell for a recommended retail price of NZ$650. The Xbox One will be NZ$750. Both the PlayStation 4 and Xbox One are expected to be available in November.

Nintendo may be keeping its cool, but at least one retailer is panicking, and has the Wii U Premium on sale for NZ$199.

Fils-Aime also dismissed the notion that Nintendo was being pushed to the side of the next-gen as Sony and Microsoft battled.

"It's a very inaccurate narrative," Fils-Aime said.

"In fact, that was the narrative in 2006. That was exactly the narrative."

"If you look at it from a US perspective, this point in time versus where we were with the Wii life stage, there's a difference of about 1 to 1.5 million units. Over a potential lifespan over 40 million-plus units, that's not a lot."

However, he did admit the Wii U had a marketing problem and that it lacked core games.

"I would say the big difference in the Wii launch vs. the Wii U launch is that, at the [Wii] launch we had a fantastic game in Wii Sports that really helped people understand the magic of the Wii Remote, and we had Zelda," said Fils-Aime.

“We had Zelda there at the launch to satisfy the more active player and when you look at what we had at the launch for Wii U, yes we had a Mario game – a fantastic Mario game that has a very strong attach rate to the hardware – but there wasn't as many opportunities for the more active player to really get behind the system.

"You know, I think by the end of this holiday, after we've launched Wind Waker, after we've launched Donkey Kong Country, after we've launched Mario 3D World, I think we're going to be in a very good position."