Toddler-friendly gaming outfit Nintendo has posted a half-year earnings loss for the first time in seven years.
The Japanese outfit declared a net loss of 2 billion yen (£15.6 million) for the six-month period ending September compared to a profit of 69.5 billion yen (£539 million) for the same period last year.
The report was in line with forecasts but there are even stormier waters ahead for the Wii maker.
The company has been forced to delay the release of its glasses-free 3D handheld the 3DS until March, missing out on the lucrative Christmas period (or Annual Gift Giving Holiday as it is known in Japan).
Nintendo's huge cash cow, the Wii games console, is also looking a bit long in the tooth and is under attack from Microsoft and Sony which are both trying to steal the device's motion-sensing thunder with their Kinect and PS Move control systems.
Perhaps the biggest threat to Nintendo's bottom line, however, is the fact that pretty much everyone on the planet who wants a Wii has already got one.
The company needs to stop dining out on its former glories and get the Wii 2 out there, and pretty sharpish.