If you're ready to move beyond pure numbers, to a place where your right brain can envision the best in innovation and the best in gameplay improveme… - Reggie Fils-Aimé

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

Shortly before Shigeru Miyamoto's keynote was about to start, Reggie himself was taking the time to sign autographs and pose for pictures, when one gamer shouted out something from the crowd.

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.