The obvious objective of video games is to entertain people by surprising them with new experiences.

Nintendo's philosophy is never to go the easy path; it's always to challenge ourselves and try to do something new.

When I'm working on games I don't think necessarily about what the end benefit of the game is going to be. Typically I'm trying to think of: "What can I do that is going to find new ways to entertain and surprise people."

I always try and come up with a clear theme when I'm making a videogame.

My days all follow much the same pattern. They are structured and typical.

Controller is so intuitive, even your mum can play.

Most people think video games are all about a child staring at a TV with a joystick in his hands. I don't. They should belong to the entire family. I want families to play video games together.