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.

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 key here are two little words: the word 'or' and the word 'and'. Nintendo is not an or company, with games devoted to just this group or that group. We're an and company, with games for this group and that group and for groups that don't even call themselves gamers yet.

Mario sees himself in Nintendo DS, and he feels like flying.

My name is Reggie, and I, am happy.

It was only after the earthquake that the health minister said mental health should be a priority and that the issue was talked about.

There's been nothing proven that violence in video games has an impact. As a parent though, and I'm a parent for a 20-year-old, for a 16-year-old and for a 10-year-old, and so, you know, I make choices everyday for my kids as to what games I think is appropriate for them to play. And, you know, in the end it's up to the parents, it's up to the gamers themselves working with their parents, if they're under 21, to make the smartest choice for the games they play.