Reggie Fils-Aime Talks Mobile Strategy for Nintendo

Probably not quite what you think

Nintendo of America President Reggie Fils-Amie has been making the rounds since his recent hijacking of Twitter, landing today with the editors at CNET to discuss Nintendo’s approach towards mobile devices.

Don’t worry; this is still far from talking about Nintendo ditching its hardware and working for iOS. According to Fils-Aime, however, the company is still interested in finding a way to use phone and tablets to expand its presence:

We're constantly thinking about how to leverage mobile as a marketing vehicle. How do I give little tastes of content, little experiences that then drive the consumer back to my hardware environment?

The intention seems to be to get onto mobile devices in a way that will still keep consumers buying Nintendo’s own products. The hardware, Reggie said, is still a main pillar of Nintendo’s business model:

That's why we're so focused on having content exclusive to our platform. When the consumer wants to play Mario, Zelda, and Pokemon, they have to purchase our hardware to do so. And that preserves our overall financial model.

The interview also touches briefly upon the Wii U’s Nintendo TVii service, which Reggie said would be a “viable, ongoing piece” of the platform. No further details were given as to Nintendo’s further plans for this feature.

Do you think Nintendo can find its own way onto mobile platforms, perhaps through those long-awaited Miiverse smartphone apps? Do you think it's on the right track to be doing this at all? Please feel free to sound off in the comments below.


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