We'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.

Nintendo's way is to challenge conventional thinking. Not just for the sake of doing things differently, but to do things better.

We'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.

The 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.

Attitudes to mental health are slowly changing, there's less stigma among healthcare workers and a greater commitment to provide mental health treatment when doctors and nurses can see people do get better.

Being the puppet master, it's like running Nintendo of America.

If competitors don't like our two to one advantage, dominating market share with both SP and DS, well, I've got bad news. Because we just made it two and a half to one.