Reggie Fils-Aime promoted to NOA president

by Blake Snow { May 25th 2006 at 6:40PM }

Nintendo announced today the promotion of Reggie Fils-Aime to NOA president effective immediately. Current NOA President Tatsumi Kimishima will become chairman of the board and chief executive officer.

From the release: "In his new role as president and chief operating officer, Fils-Aime will lead the day-to-day operations of Nintendo of America while continuing to oversee the Sales & Marketing Division... He joined Nintendo of America in December 2003... Prior to joining Nintendo, he served as senior vice president of marketing at VH1. He also has held key marketing positions with Guinness Import Co., Derby Cycle Corp., Pizza Hut, Panda Management Co. and Procter & Gamble."

It will be interesting to see if Wii can perform like the DS under continued direction of both Iwata and Fils-Aime. Best of luck to them.

[Thanks to all that sent this in]

Reader Comments (Page 1 of 2)

TomTheBomb @ May 25th 2006 6:44PM

There is nobody that deserves this more than Reggie.

This guy is a marketing genius of the highest caliber.

Kazi @ May 25th 2006 6:46PM

I want to have your babies Reggie!

It's awesome that he's getting a promotion, he definently deserves it!

Mr.Wii @ May 25th 2006 6:47PM

Wiiiiiiiiiiiiiiiii, for Reggie.

Brody Brooks @ May 25th 2006 6:51PM

A well-deserved promotion indeed. As far as the public has been able to see, he's been doing a good job at Nintendo. I hope he does a good job as president.

Edmund @ May 25th 2006 6:52PM

Ok. Once and for all. How do you pronounce thid guy's god damn name?

And he really seems to deserve it. I hope he can change the mind of the American gamer and get people past this "Nintendo is for kids" myth.

Derrick @ May 25th 2006 6:57PM

Yay!!! Wait... Reggie worked for Proctor and Gamble? That sortof ruins Reggie's appeal to me. :(

meiji @ May 25th 2006 6:57PM

This is kind of off topic but...

don't you think Reggie looks like Donkey Kong especially in that pic?

Concerned citizen @ May 25th 2006 6:57PM

A very succesful and ugly guy.

seriously now, he really deserves it, I hope he does a lot for Wii. ( Hehehe, he will be the right arm of Iwata, like Number 2 was for doctor evil, but instead of trying to dominate the world they will give us a reason to stay in it.)

-Reggie!, tell the press that prince Charles is having an affair and ask them 1 MILLION DOLLARS!!!

Chris @ May 25th 2006 7:00PM

According to Reggie's Wikipedia page, he came up with the Bigfoot pizza at Pizza Hut...

I think we can safely say that Nintendo is going to come out on top this generation so long as the guy who came up with the Bigfoot pizza is in charge.

Kye @ May 25th 2006 7:03PM

Im happy for you Reggie. Best of Luck & Congratulations.

- Kye

:-D

p.s Joystiq, I suggest you send this guy an email with a link to this page, just so he knows he has well-wishers and supporters world-wide.

Babu @ May 25th 2006 7:03PM

Pronounciation:

his last name appears to be french

Fils (meaning son) and Aime (meaning 'like' or 'love')

so you may as well just call him Son-Lover.

but for the correct pronounciation (in french) - it would be:

Fils (fiis or feece)
Aime (m or emm)

fiis-emm

if anyone can come up with a better method of pronouncing the french for english people, please do :)

Judd @ May 25th 2006 7:05PM

I believe it is pronounced fees-a-may.

Jake @ May 25th 2006 7:11PM

feys em

fils rhyms with the english 'keys'
'em' is the begginning of 'emma'

(Canadian who has taken french classes..)

r-deezy @ May 25th 2006 7:12PM

I hope he uses his new powers to immediately answer all questions regarding the Wii that he knows the answers to!

I cannot think of a better way to break him into his position...

Geist @ May 25th 2006 7:15PM

I can't think of any other company where the employees have become pseudo-celebrities.

Also, I've heard everything from "Fee-Ah-Me" to "Fees-amy" to "Phils Am-ay".

Remember, in French, the 's' in "Fils' is silent.

I call him "Fee-emm"

Babu @ May 25th 2006 7:17PM

11 and 12.

Im not too sure if there is an accent on the last e of Aime, if there is not, then it would be emm and not emmay.

But once again, I am not sure. If there is an accent, you are correct, it is fiis-emmay.

GamerG @ May 25th 2006 7:21PM

probably a response to the "wiii" naming fiasco! Better get someone western on board to have an input!

docmartin @ May 25th 2006 7:23PM

jesus he's ugly though

iDSX @ May 25th 2006 7:26PM

Congratulation

Andrew @ May 25th 2006 7:29PM

Omigoodness. o_o;

Didn't expect this, actually. But the guy deserves it.

Babu @ May 25th 2006 7:30PM

14. I can't think of any other company where the employees have become pseudo-celebrities.

Also, I've heard everything from "Fee-Ah-Me" to "Fees-amy" to "Phils Am-ay".

Remember, in French, the 's' in "Fils' is silent.

I call him "Fee-emm"

The 'L' is silent, not the 'S' :(

ejflex @ May 25th 2006 7:39PM

WIN!

Bob @ May 25th 2006 7:41PM

Holy crap, I thought he was suppose to take Sony and Microsoft's names! Then he goes and takes Tatsumi Kimishima's name!

Paul P. @ May 25th 2006 7:43PM

Congratulations, Reggie. 2 and 1/2 years after joining, you are the president. That's a pretty huge accomplishment.

boots @ May 25th 2006 7:44PM

He's the coolest. Chuck Norris checks his closet before sleeping to see if Reggie is there. lol

Hans Tseng @ May 25th 2006 7:45PM

This is middle school French level talking here, so I might be completely off-base, but doesn't the "s" at the end of "Fils" carry over to the "aime?" Like, if it was "fils" alone, it would be "fee," but since it's hyphenated with the "aime," it would be more like "fee-zem/zaym"? Like "vous etes" is pronounced "voo-zete," or even how the "t" in "comment allez-vous" carries over so that it's pronounced "comon tallay-voo."

Raikage @ May 25th 2006 7:50PM

Next for the Regginatior is president of the world (he is so past prime minister or president of any country) he is almost near Chuck Norris awesomeness...
P.S. Fees Ame? (like late fees and "A" like when the doc tells you to open your mouth and "me" like me too) and I also heard he came up with "I love the 70, 80, and 90's" concept at VH1.

The Raikage

Joe @ May 25th 2006 7:55PM

Fils Aime is pronounced "FisAmi".

I'm in the middle of hugh school french so I'd know.

Moogle @ May 25th 2006 7:58PM

The more reasonable translation I've heard of his name is "Beloved son".

Josh @ May 25th 2006 8:02PM

"WOAH, WOAH, WOAH!" = My outloud first reaction when I read that headline!

Crap! This is insane! Nintendo is getting so fun more and more every day!

josh @ May 25th 2006 8:39PM

Reginald, born a broken, unforgiven child, was left in his room, neglected, except by his own vices. Playground after playground (the parents had to move)Reginald was beat-up and made fun of for his pretentious first name and his un-pronouncE3able last name. Reginald just strived for attention for who he was... dawdling in his own imagination he came up with such invisible friends like "koolaid man". Yes, Reginald Fils-Aime was born a marketing genius.
There's a reason why he invented "Ilove the eighties", it was because it was then that he began calling himfself Reggie. No one got the last name... Now, after climbing the corporate ladder, Reggie is the President of NOA. Still, no one can pronounce his name, rightfully giving him the praise he deserves, especially after getting his a$$ beatin' for it for years as a kid. Just wanting something as little as a little name recognition after all these years, after all his success wouldn't be much to ask for, right? So now, Reggie is kicking your a$$es and taking your names!

Nintendo Kiddy @ May 25th 2006 8:41PM

This guy only got the job with my vote. I'm Nintendo's #1 fan. Soon I will play Metal Gear Solid 4 on my Wii.

Nintendo = teh wiin.

madcrasher @ May 25th 2006 9:24PM

@14: "I can't think of any other company where the employees have become pseudo-celebrities."

Two words: Steve Jobs.

Hex @ May 25th 2006 9:35PM

I wish him the best and Congratulation.
May the force be with you master Reggie.

Carlton @ May 25th 2006 9:44PM

He is one ugly bastard

Navstar @ May 25th 2006 10:02PM

In two seperate Game Head interviews, his name is pronounced "Feez Ah-MAY"

cringer8 @ May 25th 2006 10:07PM

I liked Reggie at the E3 press conference. That brow line could use a bone saw, though.

As for his name, you are correct, Hans (#24), his name would be pronounce feel-zayme' (the French don't COMPLETELY eliminate the "L," though, they just don't pinch the tip of their tongue against their incisors when they say it; it's more subtle).

Either way, he should just go by Reggie Fizzy. That's cooler...or easier, I forget which.

calthaer @ May 25th 2006 10:15PM

I, too, used to believe in the flowers that bloomed in Reggie's large footsteps. These flowers made the children happy, or so it was said.

But then - is this the guy that whipped the insipid name "WII" out of those selfsame a**es that he was purportedly kicking? He advocates the strangest and most asinine name in gaming history and then gets promoted for it? It's like something out of Office Space, directly.

I myself am of mixed opinions.

cringer8 @ May 25th 2006 10:23PM

Calthaer,

You must not have a very high ranking position in whatever company you work for. Even if you hate something your company is doing (or feel indifferent) you support it to the end. That's called loyalty and, yes, companies reward that sort of behavior.

Mehdi Cheddadi @ May 25th 2006 10:39PM

p.s. let the background music load
http://reggierevolution.ytmnd.com/
http://reggiefaces.ytmnd.com/

best shizzle ever

extras:
http://reggiechomp.ytmnd.com/
http://reggieiwatarap.ytmnd.com/ (lols at the music in the background)
http://reggiespirit.ytmnd.com/ (the music is epic, this is my startup sound lol)

Jaded @ May 26th 2006 12:21AM

Other employees who are pseudo celebs:

Steve Jobs
Bill Gates
and to a lesser extent
J Allard and Peter Moore

semolina @ May 26th 2006 1:06AM

Well, in Matt Casamassina's E3 video interview with Perrin Kaplan (who of all people would be in a good position to know), she pronounced his name as

feez-a-may

which strongly suggests that his name is indeed properly spelled 'Fils-Aimé', with the accent, roughly translating to 'beloved son', as has been mentioned earlier.

The 'S' in the word 'fils' is actually always pronounced in French, though the 'L' is never pronounced.

Concerned citizen @ May 26th 2006 3:42AM

You know who is uglier than Reggie???
...Me neither.

Reggie is the son of Batman with Superman if one of them were a female, Reggie is the MAN!!!
(just ignore my nerdish comment please.)

Hex @ May 26th 2006 7:49AM

No one deserves it more then Reggie, big congrats to him.

GlitchCog @ May 26th 2006 8:08AM

I can't wait to play Reggie's favorite game, Big Damn Truck!

calthaer @ May 26th 2006 8:24AM

@ cringer8:

Maybe in your big fat corporate America "Office Space" / Dilbert job, a**-kissing gets you somewhere, but in my company, where I am not a low-ranking drone, thank you, we actually have open discussions on ideas / product ideas / etc. And you know what? Good products come out as a result, and we are highly profitable.

Supporting whatever dumb thing your company is doing is not called loyalty - it's called stupidity, and good companies turn bad because of it. You should read a book by Jack Welch sometimes, and how he turned around GE - it wasn't with the head-in-the-sand doubletalk that you're talking about.