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

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.

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.

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

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

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