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 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.

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

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 social and economic impact of the earthquake is still very present and is contributing to mental health problems, the mother who lost her husband, or children who lost their parents, and who now are responsible for the whole family, taking children to school and providing food. This transition is still causing stress and depression.

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.

DS not only changes Nintendo, it changes our industry.