Noting millions of consumers might be priced out of the video game experience, Nintendo's U.S. office said it would lower the price of the Wii console by $50.

Nintendo said starting Sept. 27, it would drop the price of the Wii game platform from $249 to $199, the first price retreat for the Wii since it was introduced in 2004.

"Our research shows there are 50 million Americans thinking about becoming gamers, and this more affordable price point and our vast array of new software may mean many of them can now make the leap," Nintendo of America's executive vice president of Sales & Marketing Cammie Dunaway said in a release Wednesday.

Nintendo said it would release the "New Super Mario Bros, Wii" on Nov. 15 -- the first Mario Bros. game to accommodate four players at the same time.