Japanese publication Nikkei Business reported the expected price ceiling and initial game genres of WiiWare. The new Wii service, expected to launch in early 2008, will allow users to download original software titles. According to Nikkei Business, initial WiiWare titles will primarily focus on puzzle and edutainment genres. Nintendo will gradually expand the service to incorporate larger projects in other genres, in addition to acting as a publisher for small developers working with WiiWare. Third-party publishers are expected to be participate in the service, but in what capacity is unknown. Pricing for WiiWare titles is expected to be under 1000 Yen, or approximately 8 U.S. dollars, Nikkei Business stated. No territory branch of Nintendo has officially announced specific pricing for the service.