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

Being the puppet master, it's like running Nintendo of America.

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.

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.