Nintendo's Iwata promises to Keep Surprises Coming

iwata.jpgNintendo’s president Satoru Iwata is a believer in attracting new gaming audiences with surprising new ideas. Iwata said Nintendo could “do the easy” and churn out great products and sequels for the most popular games, but that wouldn’t necessarily translate to bringing new customers to the business.

“Our mission is to surprise people in a good way, and this became very clear as we made Nintendo DS and Wii. You can’t open up a new market of customers if you can’t surprise them,” he said in an interview on Shigesato Itoi’s blog.“Even if we make great products, if the number of new customers doesn’t increase, it won’t reach people. That was clear to us, so doing the easy was not an option,” revealed Iwata.

Iwata honestly admitted that if Nintendo wasn’t enjoying it’s current level of global success the Wii and DS have generated, it would have to fall back to producing sequels for easy money.

“I think we can say ‘we won’t do the easy’ because we are currently making profit,” he commented.

“If we were having a hard time, maybe we will choose the easy, so that we can make profit for certain.”

Adding polish and a few extra features to a sequel for a successful game like Wii Sports would be easy. But Iwata says it isn’t the way to create new entertainment experiences.

“If you start making such decisions without thinking, you start doing the easy stuff. You disengage yourself with the pursuit of true entertainment,” he said.


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2 Comments on Nintendo's Iwata promises to Keep Surprises Coming


On September 13, 2007 at 5:39 pm

Is he holding a black Wii ? i want one :/


On September 13, 2007 at 5:50 pm

I think Japan has different coloured Wii’s…that sounds so wrong.

Anyhow, here’s hoping by secrets it’s a whole new game they’re bringing to the plate to add to Mario(and spin-off’s), Metriod, Zelda and the other Nintendo parties.