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Reggie Tells Us To "Change"

DS, Wii

Reggie Fils-Aime, Nintendo executive vice president, recently wrote a column for marketing trade publication Brandweek that reiterated his, and Nintendo's, desire to change the gaming marketplace. In other words, they want to "disrupt before you're disrupted."

"We've pulled the wraps off a new game interface for our upcoming console, code-named Revolution, that will break down the barriers of complexity that bar newcomers from test driving our products, while featuring the most advanced gaming experience ever. We're expanding our market by disrupting it."

Fils-Aime notes that the video game industry may have overshot its market by providing complex titles for the hardcore games while alienating other potential gamers from different demographics. He claims that the industry has always relied on population growth to expand the market, but suggests that while the number of sales has increased, the number of future gamers is decreasing.

"Currently the number of 5-to-9-year-old boys in America is 8% smaller than their 10-to-14-year-old big brothers. Soon, we won't have simple population growth to expand our market, and that's what we've relied on...Yes, more people meant more sales, but in relative terms, we haven't succeeded in becoming more popular."

Apple was applauded by Fils-Aime for being a leader in disruptive technology, and compared the idea of disruption to different examples in the movie industry. His entire article can be read over here.

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