SATORU IWATA

I personally am a user of iPhones and iPods.

We want to create a kind of cycle where casual gamers are gradually growing up to become passionate players.

At Nintendo, we do not run from risk. We run to it.

We never try to think in terms of any competitive product or company. If you do that, you just focus on a certain narrow area. Rather, we should think much more broadly.

For us to create unique experiences that other companies cannot, the best possible option for us is to be able to develop hardware that can realize unique software experiences.

Video games are meant to be just one thing: Fun! Fun for everyone.

I'm not interested in offering software for free of charge. That's because I myself am one of the game developers who, in the future, wants to make efforts so the value of the software will be appreciated by the consumers.

The term 'innovative' or 'innovation' is often vague or ambiguous. But in our definition, innovation means to make something which people think impossible possible.

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 situation to being more relaxed, then that would help.

If Nintendo asks consumers to pay more money than the other platforms, then it's Nintendo's mission to provide the added value for which the people are willing to pay. In order to do that, we must remain unique and cannot be reproduced somewhere else.

Nintendo is a company of Kyoto craftsmen, and what we don't want to do is, if we know we can make something better, we don't want to leave that behind.

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.

We wanted people to remember the name as soon as they heard it. When people become so accustomed to the Wii name, nobody is going to say it's a strange name, just like nobody is going to say that Google is a strange name or IKEA is a strange name today.

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.

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.

Having a hardware development team in-house is a major strength.

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.

I always and strictly tell Nintendo employees never to use the term 'success' to describe our own performance.

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 required to do in each different region, which may go counter to the idea that players around the world want the freedom to play whatever they want.

Third-party publishers, like everyone, face increasing risks associated with creating games, and you have to target your resources to the right places and the right platforms.

We really cannot forget about the existence of the avid game fans - the fans of Nintendo 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.

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.

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

As soon as we showcased the Wii in 2006, people immediately understood. At that E3 show, I was up on the stage with other Nintendo staff playing Wii Tennis, and I could hear the excitement behind me.