Reggie Fils-Aimé: Doing

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

Reggie Fils-Aimé

On Nintendo
Source: E3 2006

Way , Thinking

“The government is already involved from an entertainment standpoint. I mean, they regulate a large part of our entertainment. What we're trying to do as an industry is be proactive and drive it much more positively, much more effectively, than the government can, and that's what the ESA is all about[…. ]We think we're doing a pretty effective job, and certainly from an Nintendo perspective, we think the ESA is the way to go.”

Reggie Fils-Aimé

Addressing regulation in the gaming industry as well as criticism of video game violence by Jack Thompson
On violence in video games
Source: YouTube http://youtube.com/watch?v=ax2HY3KxWxc&mode=related&search=

Way , Thinking , Parting

“Are my competitors making some mistakes? Yes they are. But I'll tell you this: Sony is a formidable company and I respect them and I don't take them lightly. We have to do what we need to do, let them do what they're going to do. If they continue to make mistakes, that's their problem, not mine. We are focused on making sure that we are going to be successful.”

Reggie Fils-Aimé

On Nintendo's competitors
Source: next-gen.biz http://www.next-gen.biz/index.php?option=com_content&task=view&id=4193

Problem , Success

“One of our competitors is a manufacturer in Japan who wants to capture every one of your entertainment dollars transporting all your content between all of your electronic devices on their memory sticks. We are not that company. And there is another company out there who doesn't care what you do, as long as you do it on their operating system. We are not that company either.”

Reggie Fils-Aimé

Regarding Sony and Microsoft, respectively
On Nintendo's competitors
Source: E3 2004

Memory

“I like to think of it like buying a car. Admit it. Your left brain looks at a vehicle in terms of the numbers. What's the horsepower? The towing capacity? The 0-60? That's our competitor's approach. But your right brain is different. There's only one question out there: sitting behind the wheel, where will this baby take me? In other words, do you want to go just a little bit faster, down the same streets you've always driven, or down a new road, to places you've never seen before? That's the difference with Nintendo DS.”

Reggie Fils-Aimé

On Nintendo DS
Source: E3 2004

Cars , Question , Thinking , Baby

“Do you know anyone who's never watched TV, never seen a movie, never read a book? Of course not. So let me ask you one more question. Do you know someone, maybe even in your own family, who's never played a video game? I bet you do. How can this be? If we want to consider ourselves a true mass medium, if we want to grow as an industry, this has to change.”

Reggie Fils-Aimé

On market expansion
Source: E3 2006 Press Conference, YouTube http://youtube.com/watch?v=O2kt3h8b6yE

Books , Family , Game , Question

“Don't make me do it. I'll take your name.”

Reggie Fils-Aimé

Source of I am a legend before E3
On "kickin' ass and takin' names"

“The graveyard of any industry is filled with the headstones of companies who decided to keep doing things the same old way. Playing only on the margin, making things just a little bit better. That strategy works…. for a while, but ultimately it's fatal. Over the years our industry has come to accept progress simply by what’s on the screen.”

Reggie Fils-Aimé

Source: E3 2006 Press Conference

Way