Satoru Iwata

“Our thinking has always been in trying to grab the limited amount of spare time people have and always try to offer some unprecedented attraction to the consumer.”

“If the first entrant always wins the market, the Dreamcast must have won the race against the PS2, for example. There are many precedents like that in the past. The first to market is not necessarily the winner in the race.”

“One thing that we have found over the years is that video games themselves are a thing that have a tendency to be difficult for them to break out of a particular segment, or a particular group, or a particular group of people with particular interests.”

“People sometimes ask me what I did when I was hired at HAL. The answer is that I was a programmer. And an engineer. And a designer. And I marketed our games. I also ordered food. And I helped clean up. And, it was all great fun.”

“In the case of the Nintendo 3DS, it's supposed to be the successor to Nintendo DS. As soon as the development of the original Nintendo DS was over, we started working on the successor to it.”

“Nintendo is applying the benefits of advanced technology, but we're using it to make our machines more power-efficient, quieter, and faster to start.”

“We think there is definitely a lot of use for online connectivity in creative games.”

“What's interesting about the 'Smash Bros.' games, is that the 'Smash Bros.' games do not represent the Nintendo characters fighting against one another: they actually represent toys of Nintendo characters getting into an imaginary battle amongst themselves.”

“Needless to say, nobody is born an avid gamer.”

“What Nintendo has to do is make software that takes advantage of the Wii MotionPlus and make efforts to make the public understand the benefits of the Wii MotionPlus controls.”

“We always try to be a unique company.”

“It is challenging to communicate attractions which are hard to understand unless you actually touch and experience them yourself. This is especially so with Wii U because it has unprecedented entertainment potential.”

“Sometimes, ideas are like good wine in that they just need time.”

“For me, I actually found that it would have been more frightening to take the conventional path.”

“In Europe, we packed in Wii Sports with the console, so one way or another, people processed the Wii by enjoying Wii Sports. The unique, interactive nature of the game was spread thanks to the excitement from the consumer.”

“People will buy hardware just to buy a single game if the game is really compelling.”

“If we don't take an approach that looks holistically at the form a video-game platform should take in the future, then we're not able to sustain Nintendo 10 years down the road.”

“What Nintendo will do is simply try to do our best, believing that our strategy is right.”

“For young players, classic games are brand new. For others, they are a way to feel young again.”

“Nintendo is an entertainment company, but I think we need to broaden the definition of entertainment.”