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.

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

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

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.

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.

Nintendo DS is not standing still. As a tenth serious competitor decides to make a run at Game Boy, DS raises the bar on portable gaming, before they even get started.

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