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Nintendo's Reggie Fils-Aime explains why it's time to go mobile


Nintendo of America president Reggie Fils-Aime has garnered a reputation for being a larger-than-life character, whether he's onstage presenting his company's latest or getting ready for a one-on-one interview. He's playing Super Mario Run on an iPad mini when our meeting begins, as if he just can't stop to focus on the more mundane task at hand. "I'm gonna put this down now," he says as we get started. "I had a great run going, too." It's clear salesmanship, but it doesn't feel dishonest.

The Man Behind Mario Explains Nintendo's New iPhone Game

TIME - Tech

Super Mario on mobile devices seemed inevitable, but I'm not sure anyone expected the official unveiling to helm an Apple event. Sure enough, in the lead up to Apple's new iPhone 7 announcement on Wednesday, Mario creator Shigeru Miyamoto and Nintendo marketing manager Bill Trinen took the stage in San Francisco to unveil Super Mario Run, a Mario-themed runner you can play single-handedly. In the game, you play as Mario, who runs automatically to the right, navigating Mario-ish obstacle courses. You tap the screen to jump, and short taps trigger short jumps, while longer taps trigger higher ones. Nintendo says the game will support three discrete game modes, the first straightforward courses where you're maneuvering over obstacles and collecting coins.

It Was Inevitable: Nintendo Finally Puts Mario on iPhone


Nintendo has now, well and truly, embraced mobile. At today's Apple event in San Francisco, the company took the stage to announce Super Mario Run, a Mario action game for iPhone. Super Mario Run, which apes the graphical style of Nintendo's current Super Mario games, falls into that classic mobile genre, the automatic runner. Mario will zip towards the finish line automatically, and you just have to tap to jump and avoid obstacles. You can play it with one hand, Miyamoto pointed out.

19 Things Nintendo's President Told Us About Switch and More

TIME - Tech

A little over a year ago, TIME engaged Nintendo President Tatsumi Kimishima in a wide-ranging conversation about the company's fledgling mobile strategy, its struggles with the Wii U, the rise of its toys-to-life Amiibo figurines and a mystery-cloaked next-gen platform then known only as "NX." Three mobile apps and a sold-out "classic" version of its 1980s NES console later, with a $299 hybrid/TV games console dubbed Nintendo Switch due on March 3, TIME caught up with Nintendo's principal figure to talk Switch, mobile profitability, how he's liking the job so far and more. Here, following our recent chats with Nintendo EPD director Shinya Takahashi and Nintendo Switch general producer Yoshiaki Koizumi, is a lightly edited transcript of our conversation with Kimishima. Tatsumi Kimishima: Mr. Takahashi started out as a designer, and then as far as his career at Nintendo, he really worked with various development teams, where he worked as a coordinator for different environments. He was the guy they would bring in to pull all of these disparate things together. That was his main job while working with development teams. One thing that's a little bit different between [Donkey Kong and Mario creator] Mr. Miyamoto, say, and Mr. Takahashi, is that Mr. Miyamoto is of course known as the father of Mario, as well as for the characters and games he's helped develop. Mr. Takahashi, by contrast, is someone who really covers everything.

Super Mario's Reluctant Leap to the iPhone

The New Yorker

As recently as five years ago, Nintendo's late president, Satoru Iwata, was adamant that Super Mario would never make the leap to smartphones. "If we did this, Nintendo would cease to be Nintendo," he said in an interview with Nikkei, in 2011. The decision was philosophical rather than economic. The goal of smartphone developers, Iwata had said earlier that year, "is just to gather as much software as possible, because quantity is what makes the money flow." A game's artistic quality, he added, "does not matter to them."