Satoru Iwata

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

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

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

Some people will say Nintendo's games are for children. But our goal is to boost the population of gamers by making games for all ages.

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.

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.

In general, no engineer hates higher performance.

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

We really must recover our financial performance and take Nintendo back into the position in the marketplace where it is well appreciated.

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

The DS was launched back in 2004, and sales of that machine hit a record in 2009 in the United States. That is totally different from the conventional sales pattern, in which game gear sales peak in the third year and take a downturn thereafter.

The advantage for Nintendo is that we always try to do things that other companies don't try to do. That is something that the general public appreciates.