On September 20, 2004, Nintendo announced that the Nintendo DS would be released in North America on November 21, 2004 for US$149.99.[18] It was set to release on December 2, 2004 in Japan (¥15000);[19] on February 24, 2005 in Australia ($199.95);[20] and on March 11, 2005 in Europe (£99.99/€149.99).[21] The console was released in North America with a midnight launch event at Universal CityWalk EB Games in Los Angeles, California. The console was launched quietly in Japan compared to the North America launch; one source cites the cold weather as the reason.[22] Regarding the European launch, Nintendo President Satoru Iwata said:
Europe is an extremely important market for Nintendo, and we are pleased we can offer such a short period of time between the US and European launch. We believe that the Nintendo DS will change the way people play video games and our mission remains to expand the game play experience. Nintendo DS caters for the needs of all gamers whether for more dedicated gamers who want the real challenge they expect, or the more casual gamers who want quick, pick up and play fun