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The appeal of Wii to nongamers has taken away some of the seasonality of sales we've come to expect in the past.
As a child, I envisioned a career in the hard sciences. In sixth grade, I was buying college chemistry textbooks.
That's what DSi is all about: Providing simple, quick-to-master experiences that everybody can pick up and enjoy.
In particular, in the Americas that I have responsibility for, 'Zelda' is a franchise that is very well developed.
Software drives hardware in this business. We see it time and time again. We saw it with our Wii and DS businesses.
We believe that there are a number of Nintendo titles that could do exceptionally well in the competitive play space.
The marketplace is absolutely mercurial. But what I love about our company is that we create a vision, and then we go all in.
I'd much rather have the consumer buy a Wii, some accessories, and a ton of games, vs. buying any of my competitor's products.
Nintendo is about innovation and bringing new and unique game play to the consumer - both the core gamer as well as new gamers.
Nintendo's way is to challenge conventional thinking. Not just for the sake of doing things differently, but to do things better.
It was only after the earthquake that the health minister said mental health should be a priority and that the issue was talked about.
We have worked with a range of input approaches. We've worked with the range of mechanisms to drive immersion into the gaming experience.
We respect all of our competitors, and when I talk about our competitors, all of our competitors for entertainment time and leisure time.
'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.
You need to run the company on an even keel, and you need to be thinking about the company long-term and how to drive your next innovation.
The fact that the Nintendo 3DS business is backwards compatible incentivizes us to get as many new consumers into the core DS platform as possible.
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.
We want the consumer who has bought into the Nintendo Switch platform. When there's a great third party experience, we want them to jump in immediately.
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.
I would say the greatest challenge we had with the Wii U was being crystal clear in our communication of what the product was and what the product could do.
We are so fortunate that our IP has been so effective out in the marketplace that every time there's a new iteration, our developers feel a sense of pressure.
There is a reason why, on a DS, you get that little click when you press a button. There is a reason that it was important to have a microphone in the Wii Remote.
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.
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.
Nintendo DS is not standing still. As a tenth serious competitor decides to make a run at Game Boy, DS raises the bar on portable gaming, before they even get started.
If competitors don't like our two to one advantage, dominating market share with both SP and DS, well, I've got bad news. Because we just made it two and a half to one.
We expect people's experience with Miitomo to be a rewarding one in its own right. But at the same time, it's also a way to have them engage - or reengage - with Nintendo.
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.
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.
When the DS was first announced, our focus really was on communicating to consumers and to developers the innovation that's in that unit: two screens, a touch screen, voice activation.
We compete with all of the time that consumers spend when they're not sleeping, they're not eating, not going to work or going to school. Because everything else is entertainment time.
'Super Mario Maker' clearly is going to drive hardware. There are consumers who have always wanted to make their levels of Mario games. So that game will really speak to those consumers.
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 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.
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.
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.
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.
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.'
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.
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.
Attitudes to mental health are slowly changing, there's less stigma among healthcare workers and a greater commitment to provide mental health treatment when doctors and nurses can see people do get better.
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.
We're working to overcome the overly macho nature of the current online console game world, where a handful of the high testosterone crowd fight for supremacy, while the mass of casual game players stay away.
Our developers are constantly thinking about, 'How do I bring new and novel experiences to our platforms?' whether it's the Switch, 3DS, or even a smart device. So that is just part of the way our developers think.
The reality is, the way that online experiences have progressed, it's an expensive proposition. The amount of servers we need to support 'Smash Brothers' or 'Mario Kart' - these big multiplayer games - is not a small investment.
Nintendo looks at every technology. Often times, we look at technology before it really is considered mass-market ready. The original DS had touch screen on a device. First time that a mass market product had touch screen built in.
We do think deeply about the sequencing of our games, but having said that, Nintendo is well-known that if a game isn't ready, we will push out the development in order to make sure that it is as strong as possible when the game launches.
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.
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.
Nintendo has an enviable position of having the best franchises in this industry in terms of 'Mario' and 'Zelda' and 'Metroid' and 'Donkey Kong' and all of those great franchises. Together, those are a library that any developer would kill for.