Nintendo, at its heart, is about making us feel younger than we are today.
Reggie Fils-Aime
The one point gamers all hate is the point where they have to put the controller down.
Nintendo is about innovation and bringing new and unique game play to the consumer - both the core gamer as well as new gamers.
Software drives hardware in this business. We see it time and time again. We saw it with our Wii and DS businesses.
Nintendo Switch is a home console you can play anywhere, with anyone. Clear. Compelling.
With innovation, there is always risk.
We love experimentation. That's where the gold nuggets come from.
During my tenure with Nintendo, we've pushed back development a number of times on key games - in the end, it's always worth it - because our focus on quality is so strong.
Ours is a company that doesn't do annualized software, and so when we create a 'Zelda' game, when we create a 'Smash Bros.' game, or a 'Pokemon' experience comes on the platform, it needs to be exceptionally compelling because we plan on selling it for a very long time.
That 'Super Mario' movie from the 1990s... left a really bad taste in the mouth of our developers.
I really suck at 'Smash Brothers.'
I would say that 'Breath of the Wild' is a dramatic departure from the conventions of a 'Zelda' game.
October, November, December is a huge selling season globally for Nintendo.
We want great third-party titles to achieve mass-market success on Nintendo platforms. We also want the evergreen Nintendo titles to continue to do well.
There's no doubt that 'Breath of the Wild' is the Switch game I've put the most time into.
For us, we're clear that, in terms of Nintendo-developed games, we want to bring new experiences from our best franchises to Nintendo Switch, and that's what you see with 'Smash Bros.' and 'Pokemon.'
We don't do things the same way everyone else does. We relish being different. We see that difference as an element that makes us more compelling to the consumer.
For Nintendo, we do believe the GamePad is a critical innovation, and we believe that integrated experience with a second screen is something that brings new propositions to the consumer.
The marketplace is absolutely mercurial. But what I love about our company is that we create a vision, and then we go all in.
If Wii was about gaming for the masses, then think of DSi as creativity for the masses.
With risk, sometimes you have tremendous success, sometimes not so much.
In the end, we don't believe in launching any type of product if it isn't perfect in our eyes.
We brought augmented reality to the marketplace with Nintendo 3DS. We made it fun; we made it social.
We don't believe used games are in the best interest of the consumer. We have products that consumers want to hold onto. They want to play all of the levels of a 'Zelda' game and unlock all of the levels.
'Yoshi's Woolly World' for young families and new entrants into the overall video gaming space, I think, is going to be a hardware driver.
The Wii had sold a hundred million units globally; the Wii U did not have that same level of success.
'Star Fox' is a fan favorite.
If we had not had the Wii U, we would not have the Switch.
The consumer likes having a brand-new experience and reliving it over and over again. If you create the right type of experience, that also happens in video games.
Whether it's with a 'Metroid' experience or a 'Donkey Kong' experience, we're constantly looking to push the envelope on the IP versus doing sequential small iterations with a particular franchise.
We believe used games aren't in the consumer's best interest.
Our strategy is gaming for the masses.
We see our mobile initiatives as a way to bring our intellectual properties and our gameplay experiences to a larger population than the tens or hundred million consumers that own a dedicated gaming system.
One of the key components of Miitomo is that you are connecting with your friends. That is a significant measure to ensure that the user experience is consistently pleasant.
If you just sit on what you've created, chances are you're not going to be around much longer.
In the end, given the way we view the world and the way that we view ourselves as an entertainment company, our biggest challenge is creating content and creating services. Excite people. We were fortunate we were able to do that with the Wii.
We've always been an entertainment company.
The Wii U is not a tablet. It's a two-screen experience. And so you have this unique GamePad that gives you a different way to have a gaming experience.
I grew up in a lower-middle-class environment, usually the lone minority among my classmates.
Both of my parents were college-educated within the curriculum in Haiti. When they came to the United States, both had to learn English. My mother worked in retail and continues to do so today, working as the lead sales representative in a fine-jewelry store. My father became a machinist.
As a child, I envisioned a career in the hard sciences. In sixth grade, I was buying college chemistry textbooks.
I was accepted into Cornell in 1979 and went there to follow a finance and business path. I ended up pursuing marketing and sales because I was selected by Procter & Gamble as an undergraduate candidate to go into its brand management program, which is typically available only to M.B.A. candidates.
The 3DS is a fantastic machine with more than 1,000 games. Its key differentiator is the 3D immersive experience without need for glasses. But as good as that machine is, you can't play a game like 'Legend of Zelda: Breath of the Wild' on it.
When you think about a new platform, what will define it as a long-term success are the ongoing range of games and experiences that come to the platform - not what's available on Day One.
For the Nintendo Switch, we were very deliberate in wanting to make sure, from a Nintendo publish standpoint, that we had a steady cadence of great games in addition to strong titles at launch.
That's what DSi is all about: Providing simple, quick-to-master experiences that everybody can pick up and enjoy.
Our strategy with DSiWare is the same as with WiiWare in that we want to provide new experiences every week.
One of the things that... I've seen Nintendo do so well is provide a user interface that is intuitive, easy to navigate, easy to execute against - and in our view, that's exactly what we've done on DSi.
The appeal of Wii to nongamers has taken away some of the seasonality of sales we've come to expect in the past.
The competitive landscape for us is very broad. We see ourselves in the entertainment space. We compete with listening to the radio. We compete with watching TV. We compete with social networks.
