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.

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.

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

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

The impact of the earthquake on mental health was huge and unimaginably deep in people's lives. Some lost all benchmarks and references because of their great loss, we still have people coming to clinics with mental health problems related to the earthquake. They talk about the earthquake, about being under the rubble.

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.

DS not only changes Nintendo, it changes our industry.