Nintendo Co. this week said it blames itself for slower-than-expected sales of the Wii U console.

Nintendo CEO and president Satoru Iwata this month told CNBC that limited marketing contributed to the lack of demand for the Wii successor.

“We are to blame,” he said. “We relaxed our [marketing] efforts, so the consumers today still cannot understand what’s so good and unique about the Wii U,” Iwata said.

“Because we’re always trying to be unique, it takes some energies on our side to [make] people understand the real attractions about whatever we are doing.”

Nintendo sold 3.45 million Wii U consoles by Mar., lower than the four million target forecast. It expects the Wii U to sell nine million units by the next fiscal year and 38 million Wii U software units due to a strong second-half lineup.

The company this month announced new software to drive Wii U sales, including Super Mario 3D World, Mario Kart 8, and The Legend of Zelda: Wind Waker HD.

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