Nintendo 2010 Annual Report Download - page 11

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Throughout the home entertainment industry’s history, Nintendo has created entertainment products
under the development concept of hardware and software integration, primarily driven by unique and
original software.
The basic strategy that Nintendo has been deploying is the expansion of the worldwide gaming
population. To this end, Nintendo is striving to encourage people from all over the world, regardless of
age, gender, language, cultural background or gaming experience, to embrace and enjoy video games as a
mode of entertainment.
Nintendo has been expanding consumers who enjoy video games by increasing the installed bases of
Nintendo DS by positioning it as a handheld game system that enriches the owners’ daily lives, and Wii, a
home console game system that puts smiles on surrounding people’s faces.
When we look at how video games have been accepted in society, what we call “social acceptance of
video games,” it seems that the public perception towards video games has significantly improved over
the past years. However, it is our belief that there are still plenty of things for us to tackle to improve the
social acceptance of video games to the level of other general forms of entertainment such as TV, movie,
music and sports.
To that end, Nintendo will try to further the penetration of Wii by encouraging communication in the living
room of each household through continuous software launches which will positively surprise consumers
with brand new game play. In addition, Nintendo will release Nintendo 3DS that allows people to play
video games in 3-D without the need for any special glasses, and will strive to satisfy more people by
offering innovative game-play with Nintendo 3DS.
Sa t or u I w at a
President
Nintendo Co., Ltd.
Message from the president
Social Acceptance of Entertainment in the U.S.
Source: Nintendo
August - October 2009
telephone & mail (entire US)
n=4656
0%
TV
25% 50% 75%
Video Game
Sports
Music
Movie
Like it very much
Neutral
Don’t like it at all
Like it so-so
Don’t like it very much
Don’t know