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.

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.

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.

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.

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.

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