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Video: Iwata recalls developing DS and disrupting the industry

At GDC 2006, Nintendo's own Satoru Iwata speaks about how Nintendo found great success by designing its DS console and games for a diverse audience, including people who didn't typically play games.
"It should be our goal, each of us, to reach the new players as well as the current players. Our goal is to show them surprise. Our reward is to convince them that above all video games are meant to be just one thing: fun. Fun for everyone."

- Nintendo president Satoru Iwata, speaking at the 2006 Game Developers Conference.

What do Nintendo and Pepsi-Co have in common? Find out by watching Satoru Iwata's GDC 2006 speech, where he spoke at length about how Nintendo found success by explicitly marketing its DS handheld consoles to people who didn't traditionally play games, then developing DS games (from Nintendogs to Zelda) that were designed to appeal to a diverse audience while taking advantage of the DS' unique hardware.

It was a great talk packed with insight into Nintendo's design practices circa 2006, as well as practical learnings for fellow game developers. If you missed seeing it in person you can now watch the recorded video version for free over on the GDC Vault.

About the GDC Vault

In addition to this presentation, the GDC Vault and its new YouTube channel offers numerous other free videos, audio recordings, and slides from many of the recent Game Developers Conference events, and the service offers even more members-only content for GDC Vault subscribers.

Those who purchased All Access passes to recent events like GDC, GDC Europe, and GDC Next already have full access to GDC Vault, and interested parties can apply for the individual subscription via a GDC Vault subscription page. Group subscriptions are also available: game-related schools and development studios who sign up for GDC Vault Studio Subscriptions can receive access for their entire office or company by contacting staff via the GDC Vault group subscription page. Finally, current subscribers with access issues can contact GDC Vault technical support.

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