Nintendo's approach to our work is to greatly increase the population of gamers.
Gaming is one of those things that's pretty amazing because when you think about it, everybody wants to game; whether you're a casual gamer, or you're an enthusiast gamer, there's a large market for us.
Japanese gamers aren't really into action games right now. They're into role-playing or strategy games with a lot of stats, but action titles are still really popular across the US and Europe.
The big thing is that we have five percent or less of the hardcore players actively entertaining the other ninety-five percent.
I don't think anyone's made a videogame yet that is me as the target audience.
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.
Some people will say Nintendo's games are for children. But our goal is to boost the population of gamers by making games for all ages.
I don't want to make some super cliche comment about how much more acceptable gaming is. I think it was always acceptable for me and my peers. But I think it's become more so in pop culture, media, stuff like that - people with money have discovered that they can make money by marketing to us.
