informa
2 min read
News

'If you do the same thing as others, it will wear you out.'

Nintendo is not good at competing so we always have to challenge [the status quo] by making something new, rather than competing in an existing market." - Nintendo president Satoru Iwata.
"If you do the same thing as others, it will wear you out. Nintendo is not good at competing so we always have to challenge [the status quo] by making something new, rather than competing in an existing market."
- Nintendo president Satoru Iwata discusses his company's forward-looking strategy. Speaking at the B Dash Camp in Osaka, and as reported by The Bridge, Iwata was asked whether Nintendo will ever produce games for hardware other than Nintendo platforms. He answered, "No one knows the future, but I don’t think that’s going to happen with Nintendo." "It's often called the 'Blue Ocean Strategy', looking for something that no one else is working on," he said of Nintendo's tactics. "When we created the DS, people said it was strange to have a dual display, and people said elderly people don’t play games. But they did. Opening the first door is when things are most interesting." Going against the grain and attempting new ideas is what has kept Nintendo in the game, noted Iwata. He added, "Will America accept cute monsters? No, they said. Some people even recommended to make Pikachu more muscular. If we followed their advice Pokemon would never have been the success that it was. Brain Training (Brain Age) became a hit in Japan, and I proposed that we sell it globally. And even as I said that as the president, no one listened." Of course, Brain Age then went on to sell better in Europe than anywhere else, further proving Iwata's point.

Latest Jobs

Treyarch

Playa Vista, California
6.20.22
Audio Engineer

Digital Extremes

London, Ontario, Canada
6.20.22
Communications Director

High Moon Studios

Carlsbad, California
6.20.22
Senior Producer

Build a Rocket Boy Games

Edinburgh, Scotland
6.20.22
Lead UI Programmer
More Jobs   

CONNECT WITH US

Register for a
Subscribe to
Follow us

Game Developer Account

Game Developer Newsletter

@gamedevdotcom

Register for a

Game Developer Account

Gain full access to resources (events, white paper, webinars, reports, etc)
Single sign-on to all Informa products

Register
Subscribe to

Game Developer Newsletter

Get daily Game Developer top stories every morning straight into your inbox

Subscribe
Follow us

@gamedevdotcom

Follow us @gamedevdotcom to stay up-to-date with the latest news & insider information about events & more