I feel just like a purple Pikmin.

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

DS not only changes Nintendo, it changes our industry.

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

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.

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.

I'd much rather have the consumer buy a Wii, some accessories, and a ton of games, vs. buying any of my competitor's products.