It's yoga for your mind

Ritchey and Averill said the hardest part of bringing the gray-matter treadmill over actually had nothing to do with programming. It was convincing advertisers and retailers to support the software. Would you want to buy a DS game that routinely makes you feel dumber than everyone else in the room? Nope. Thing is, once they got their hands on it, they were all hooked.

Above: Tired of solving logic puzzles? Try some sudoku ... oh wait.

It doesn't hurt that Brain Age comes complete with a massive selection of sudoku puzzles, which are all the rage right now. As such, Brain Age is getting ads placed all around those newspaper staples, plus coverage in decidedly non-gaming outlets like The Wall Street Journal and TIME Magazine.

It's all part of Nintendo's grand plan - bringing new customers to the industry. Whether or not these mental exercises will ensnare adults, grandparents and FPS-lovin' Halo nuts equally remains to be seen, but with software like this (and a new console that bucks the trend even harder), Nintendo may be onto something indeed.