Nintendo's way is to challenge conventional thinking. Not just for the sake of doing things differently, but to do things better.
Reggie Fils-AimeWe'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.
Reggie Fils-AimeThe government is already involved from an entertainment standpoint. I mean, they regulate a large part of our entertainment. What we're trying to do as an industry is be proactive and drive it much more positively, much more effectively, than the government can, and that's what the ESA is all about[....]We think we're doing a pretty effective job, and certainly from an Nintendo perspective, we think the ESA is the way to go.
Reggie Fils-Aime