Satoru Iwata

“I believe that if we don't make moves to get people who don't play games to understand them, then the position of video games in society will never improve. Society's image of games will rem...”

“Nintendo has been a very unique company because it's not just hardware but also one of the major software publishers. Because it is in a unique position, it's given us a unique advantage.”

“There are many different regions around the world, and each region has its own cultural acceptance and legal restrictions as well as different age ratings. There are always things that we're...”

“In the time period before Wii was called Wii and we still referred to it as Revolution, no one thought it was going to succeed.”

“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 gro...”

“When similar products are on store shelves, price competition is inevitable. Nintendo has been trying to steer clear of that direction and create a market of our own.”

“We are producing something people can live without. But we need to keep thinking what would make our products a priority purchase even if they are not a necessity. If we stop doing that, no...”

“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.”

“When the economy is strong, people tend to buy three things from the top of their wish list. But when things are bad, people often buy only the first thing on their list.”

“Sometimes you are physically tired at night, but your brain is functioning too much to go to sleep. If you can have software that helps you understand how you can shift from such a tense sit...”