Nintendo President Rock Iwata: a giant hiding in casual games

Beijing Time December 8 news, according to foreign media reports, the Nintendo President Rock Iwata (Satoru Iwata) 6 years ago, the global video game overlord is Sony, and the market is mostly young people. Rock Iwata It's clear that the video game market will do a lot of cake.　　Under his leadership, Nintendo began to innovate products for a variety of potential consumers. May 2006, is the Nintendo Wii host released more than half a year ago, Rock Iwata has said, "Now, there are players playing games, there are not like to play games." We want to break the gap between the two. Unlike most hosts, the Wii is popular with all consumers, even though different people think the game is like a round of cozy golf or a fierce battle.　　At that time, Rock Iwata thought, "regardless of consumers ' age, sex, game experience, they will understand the Wii." Rock Iwata prediction becomes reality: the Wii becomes the best-selling game host, sales have been far more than competitors.　　At the end of September, the Wii sold 34.6 million, Sony's PS 3 16.8 million, and Microsoft's Xbox 360 22.5 million. Rock Iwata Unconventional, the alternative approach has become a symbol of his career. He was only 42 years old when he was president of the company, and it is important to know that the President of Japan's main listed companies is at least 50.　　Rock Iwata's predecessor, is also a member of the founder of the Nintendo family, in the rock Iwata only joined the company two years later, he will be held on the throne of the president, the mountain was in the president's position has been spent more than half a century. Rock Iwata's Fortune Shan Iwata computer programming in high school, and later he majored in computer science at the Tokyo University of Technology, Japan's leading technical college. 1982, Rock Iwata joined a small game company HAL Laboratory, about 10 years later, the company in debt.　　In this case, the rock Iwata did not choose to leave, seeking a more secure and well-paid game developer to work, but as the president of the company to help them turn a profit. 2000, Rock Tian Cong cast Nintendo, the second year to help launch the GameCube mainframe. But the machine has not picked up, completely by Sony's PS 2 steal the limelight. At this time, the mountain Pu found Rock Iwata in the game business area proficient in the unique hardware and software capabilities.　　and the ability of rock Iwata is fully reflected by the Wii, which integrates games for consumers of all ages with unusual hardware, such as a dynamic controller that simulates a tennis racket or baseball bat. Nintendo's other best-selling product,--ds handheld, also has a wide range of players because of its built-in games, including puzzles, memory games, instructional games, and more. Players can use the stylus instead of the keyboard to manipulate the DS, which is handy for players who are accustomed to using pens rather than keyboards. [Page] Rock Iwata's ambition benefits from the above function, DS sales are PlayStation POrtable, and it is eating away at the market share of other products. Last month, Nintendo began selling a DS with drawing and music functions, which poses a threat to Apple's ipod and iphone. "We found ourselves in an unprecedented period in which there was a DS for every 6 people (in Japan)," Iwata at the DS news conference.　　"Our goal is not just to attract families without DS, but to move from a DS to a" DS, "Iwata added. Nintendo expects its operating profit to grow by 29% in the 2008 fiscal year to March, up from 630 billion trillion yen, more than 3 times times the size of Sony. But it remains to be seen whether Nintendo can keep up with the global economic crisis, as Iwata, a Nintendo product, is not an essential thing. "The products we produce are dispensable in people's lives," Iwata, the Rock, said last October. But we have to hold the idea that even if these products are not essential, we have to make them consumers ' preferred products. Iwata added, "If we give up the idea, no matter how successful Nintendo is now, the situation will immediately reverse."