Nintendo has tested the satirical skills of the gaming world with the announcement of the new name for its next-generation games console.
The Wii will be launched in autumn
The machine, until now code-named "Revolution", has been renamed "Wii".
The new name, pronounced "we", has been chosen to show "that the new console is for everyone", according to Nintendo.
But some die-hard fans are less convinced and a long list of puerile jokes, based on the name, has already appeared on the net.
Discussion boards and even the official Nintendo Revolution forum are filling with tongue-in-cheek suggestions for advertising slogans for the console.
"Eat, Sleep, and Wii" is one suggestion from a Nintendo fan.
However, the games giant is taking the name change slightly more seriously.
"Wii can easily be remembered by people around the world, no matter what language they speak. No confusion. No need to abbreviate. Just Wii," reads the announcement on the company's website.
Nintendo also says the name was chosen to symbolise the way people play on the machine and the distinctive look of its controllers.
The Wii uses innovative one-handed controllers
The novel one-handed device contains motion sensors that allow players to control the action onscreen by pointing it at their television and waving it around.
The motion sensors allow it to control swords, baseball bats or tennis rackets within games.
When Wii finally enters the market place in Autumn this year, the machine will be one of three new gaming consoles that promises cutting edge processing and graphical power.
Microsoft's Xbox 360 is already out while Sony's PlayStation 3 is expected in November of this year.
Although not as powerful as both these machines, Nintendo is hoping to win over fans with innovative games.
The company has already sold five million copies of its brain training game, Dr Kawashima's Brain Training: How Old Is Your Brain?, for its handheld console, the Nintendo DS.
The game sees players follow a daily routine of brain enhancing exercises to boost their IQ.
Only time will tell whether Nintendo can replicate that kind of success with its Wii.