Reggie: Nintendo sees Apple as larger threat than Microsoft and Sony

by Ben Gilbert on Oct 26th 2010 2:00PM

Nintendo of America president Reggie Fils-Aime wants to make sure you're not getting it twisted -- he's not competing with other game companies, but with the very concept of time itself. Speaking to Forbes recently, Fils-Aime explained that "It's all about time." Rather than just competing with the likes of Microsoft and Sony, Fils-Aime said, "I compete with Zynga, I compete with surfing the net, I compete with the newspaper." What about eating ice cream, Mr. Fils-Aime? Hmmmm?

Regardless, he does see one direct competitor to worry about: Apple. Fils-Aime rhetorically wondered, "Do I think that in the near term they can hurt us more than Microsoft? Absolutely." Though, despite astronomical sales of both the iPhone and iPod Touch, Fils-Aime believes that content will win the day, bringing up Dragon Quest IX as an example of a game that can "consume." He even pointed out that 14 of the top 20 selling games this generation originated with Nintendo.

Fils-Aime didn't point out Apple's bigger trump card -- its device does a lot more than play video games. We're confident that Nintendo isn't going anywhere anytime soon, but competing with a phone in terms of handheld sales? Not so sure about that.

Via: Gamasutra
Source: Forbes

Tags: 3ds, apple, ds, iphone, ipod-touch, mac, microsoft, mobile, nintendo, reggie, reggie-fils-aime, wii, zynga

Reader Comments (76)

"Apple's bigger trump card -- its device does a lot more than play video games" - you missed off it also does those other things superbly.

The PSP also did other things, but its browser was gimped, it didn't have the storage to make music and video really viable (without further cash investment from an owner), and the UMD format was DOA.

It's not just about crossing functionality off a list, it's about it being implemented well enough for the consumer to want to use it. That's why I think iOS gizmos are a bigger threat than the PSP ever was.

@Dale P Most PSP bundles these days come with much bigger memory sticks. Even if they don;t, it's not like bigger memory sticks are incredibly pricey.

@Dale P

If Sony would ever get its head out its ass and give PSP a serious effort with all divisions Sony. I really think it could be "the device" to have. PSP could've competed with the iPod Touch and the DS back when it released now that the iPod Touch has some momentum for PSP's successor to outshine a 3DS or 4th Gen iPod Touch purchase. It'll need at the minimum a touch screen (maybe 3D), a webcam and the ability to sense tilt.

To add Sony will need to update the PSP with things that fans have been asking for a while to keep its base. 16-32 gb of storage standard, second analog nub, wireless capabilities upgraded (PSP needs to connect to WPA2 if it's going to compete) and allow for the accesories to be backwards compatible with the new PSP. Add in a few other features and revamp the app store so it's easier for indie developers to create programs for the PSP/PS3 and you may be able to compete in the next round of portables.

Either way Sony has slept on the PSP platform. They pushed it as a "do all" media device and concentrated on the games more than the other services offered on the device. While that's good, to compete with Apple/Nintendo they'll have to put forth more effort...

@Dale P

Reggie better be concerned. WE (Apple) are taking over.

@Dale P
Of course, by that same reasoning, one could argue that Nintendo has nothing to fear until Apple can produce a device capable of playing games as well as it performs its other functions. In that specific area, Nintendo still has the market cornered.

@PlatinumSkeet

I don't know about you but both of my PSPs can connect to my WPA2 signal at home.

I think if Sony makes a PSP2 with more kid friendly stuff it could beat the 3DS and with more 3rd party games.

@Mustang Fanboy

"it could beat the 3DS and with more 3rd party games. "

Lol.

@TraceurRyuk Prepping for LBP2

Sony needs to upgrade the technology first and listen to what people say on PS forums. Honestly MS did that going from Xbox to Xbox360 and it's been a night and day difference on how well the platforms succeeded. If Sony wants the PSP it'll do the same and position the PSP against the iPod Touch not just the Nintendo DS...

@Monkey D Luffy

I'm so sick of the "gimmick" talk. Everything could be considered a gimmick. The DS has two screens... Gimmick? It is touch screen... Gimmick? 3D - Gimmick, accelerometers - Gimmick, HD - Gimmick, Plays music - Gimmick, web browser - Gimmick....

Gimmick? That's totally a gimmick.

@Chibi Chaingun
You forgot the stupidest gimmick of all: a touchscreen on the back of a handheld.

@Chibi Chaingun

You forgot, "Plays Games". GIMMICK!

How dare you doubt Reggie! You best redact that "Not so sure about that" lest he comes down to Joystiq headquarters and destroys it with his mind.

@Raiki

Don't f**k with Reggie. He's taking names AND kicking ass.

Reggie's face in that photo makes me think this was a pic cropped out of context... but maybe that's just me looking for humor where there isn't any.

@SuperShiggs

Nope, it's not a crop job. In case you didn't know, Reggie projects himself in 3D automatically. He's that powerful.

Has Reggie played any of those iOS games? Most of them are simple and 90% aren't even worth playing. Seriously, does anyone actually think Angry Birds could go head to head with Zelda? Hell no.

I actually think they are 2 viable but different markets. Apple had the cellphone games on lock while Nintendo has a stranglehold on dedicated handheld gaming.

@754boy Have you ever played a nintendo handheld? 90% of the games aren't worth playing.

@754boy

It was never meant to go head to head with Zelda though. On top of that, Angry Birds is free... Zelda isn't free.

I buy a lot more Android programs than I do games, because I can buy a crap load of programs for the same price as one piece of software on a portable system. Not saying they're better games or longer games... they aren't. But when I'm playing a portable game, I generally don't have the time to play those anyway, so what's the point? Like Reggie said, he's competing less with games and more on time. Those little time wasters that people buy eat up a lot of time. Time that could be being used to play Nintendo's games. Hence it being a threat.

@Shockwave

It isn't free on Apple devices last I knew.

I do agree that the two serve totally different markets however. iPhone is more "phone/PMP/browser with some handheld gaming features" while I think the DS/3DS are more "handheld gaming device with some PMP features".

@Shockwave: I would not consider Angry Birds free. A DS and a Zelda game would cost you about $150 bucks flat, devices that run Angry Birds can cost 4 times that amount. Not to mention service plans that are about $100 a month that are required to download Angry Birds.

@M4L You can get unlocked Android phones in the $200 range now right? And if you really want the cheapest way to do it that there is, at least here in Europe you can then use a pay as you go contract for nothing per month (or if you make a couple of short calls each month and send a dozen texts, it's going to cost you like $3 or so). That PAYG contract won't work for data (well it will but at astronomical prices); no problem, just turn off data services and use wi-fi to download your Angry Birds. (And to play it - since the supposedly 'free' version is actually ad-supported, presumably it won't run without a connection.)

So is it more expensive than Zelda - a bit - but not much.

In practice, you probably have a smartphone anyway so there is no point comparing whole-system costs.

@M4L The point is that people are going to be paying for the phone and its accompanying monthly bill ANYWAY. I bought my android phone well before Angry Birds was available for it. Angry Birds became available - for free - and I downloaded it. Guess what game I play while I am waiting for something? Even if its not Angry Birds, it certainly isn't anything on the DS, because I no longer have a reason to carry it with me.

@M4L

I have to have a cell phone these days anyways. The fact that these games/apps run on my phone, are in a very convenient online store, and very cheap makes it still more valuable in my mind than buying a DS, some games, and still have to buy a phone/plan. Besides, I've had a DS since launch, and a DS Lite. I don't even really want to invest the time on games on those much anymore, let alone carry them around with me everywhere when my iPhone has everything I need all-in-one, including my whole library of games stored on it already.

@M4L

Also, you can get an iPod touch refurb from Apple for $150 too.

@754boy

much as my Nintendo-fanboy self would like to see 3DS conquer, you have to remember that Nintendo's victory was built on serving those whom our market overshot. iOS undershoots Nintendo, so it can be a threat under that logic

@Raiki
He's a corporate spokesman, that's synonymous with being a dick.

@Raiki

Sorry, but if Jack Tretton is one of your competitors, it's literally not possible for you to be a dick. Tretton is like some kind of black hole of all things cock, whereby if you tried to out-dick him, you'd be sucked into this whirling vortex of whiny douche-baggery and overcompensation. So to answer your question, it may seem like Reggie's a dick, but the laws of physics say that he just can't be.

Under the right management, Apple could do some serious good. Under the wrong management, they can make stuff like the Pippen....

Reggie's right.

Casual gamer >>> hardcore gamer .... simply because there are a LOT MORE casual gamers. And casual gamers download $1-$5 apps and play those game constantly. Then those gamers download more app games when looking for something new, thus never needing a DS, PSP, etc ... Additionally, those casual gamers have their iphones with them at all times, unlike dedicated mobile-gaming devices. Another thing the iphone has going for it is that the games are QUICK. YOu can start and stop within 5 min.

Truth be told, I own an iphone and DS and play games on my iphone 20x (if not more) than my DS. I just don't have room to lug it everywhere without a backpack or shoulder bag.

@NuttyBalls
Your mom can start and stop within 5 minutes...

@NuttyBalls DITTO.

@StarcasM

And the truth is, many of us once "hardcore" gamers are simply happy with quick fixes for portable games. I need a cell phone and the iPhone fills the void. As much as I miss the days of sitting in the backseat of my parents car playing Sega Game Gear, it's just something I never partake in now because I can't.

@A Sandwich

That's all you got!?! Your comment didn't even make intelligent sense and is soooo unoriginal by mentioning my mom in it. I guess you are either 12 or watched too much of that "Martin" show in the 90's. Either way, you get the "Child, Please" .... just like OchoCinco intended. In your case, I emphasize the "CHILD" part -- it fits.

@NuttyBalls Well he is just a sandwhich give him a break.

@Raiki

They should just put his picture in the dictionary. I always thought the same too.

One last thing ...

If Reggie and Nintendo are worried now, wait until Verizon launches the iphone in January. It'll be like the iphone Black Plague. Oh Boy!

Damn, if Apple and Nintendo co-opped and made a mobile system... Or even a console...

*shudders*

@ZigmaTheEliminator

Oh dear God! Could you imagine the fanboys?! COULD YOU!?!?!?!?

@ZigmaTheEliminator

Apple and Nintendo? It'd just be an iPhone with a $30 attachable "controller" case/bumper (d-pad, L/R, and ABXY) and a CPU and GPU designed to support higher level graphics features.

Then instead of buying physical carts at the store you'd either use the app store, buy a download code or gift card you could use on a home computer (to transfer to it via itunes), or perhaps a cheap mini-disc type thing that itunes would recognize and transfer (the game on the disc) to your device.

@ZigmaTheEliminator

It would be the shittiest yet most coveted system for hipsters, kids and "i have to have everything up to date-ers."

Yes, it has been said.

@sonicspike41

"higher level graphics features"???

He said Nintendo... not Sony!

I hate how we compare the iPod touch and the DS. To me, they are completely different devices enjoyed for very different reasons. DS I would play if I'm doing some serious gaming, iPod touch would just be a time waster while I wait for a movie to start.

@Bewoulf You are the sob in the movies who texts during the movie?!? Damn you come here!!!!

@Jack Kevorkian
I believe I said "while I wait for the movie to start". Plus I was talking about an iPod touch.... which can't text. At least to my knowledge.

different markets, different people. even the 3DS is cheap compared to the $2500 iPhone (phone and contract). as much as tech blogs push up smartphones, they're a drop in the bucket in terms of overall phones.

@onlysublime smartphones are for people with money other phones are for the poor. Guess which one companies care about?

@Jack Kevorkian Didn't realize a 30 dollar difference a month was the line of rich and poor. Is our economy really that bad?

His body is not ready

Reggie is not worried about Apple phones specifically, but about Apple.

Apple has established a single development platform (iOS) across several devices, including handhelds, the TV with Apple TV, and now on the desktop. Apple is going after the huge consumer gaming market and the strategy is working.

Right now we only see rinky-dink iOS games, but it is only a matter of time before major hit games start to show up on Apple devices, including Apple TV.

Also, right now, there are no games on Apple TV, but it is just a matter of time.

Nintendo is right to see Apple as their primary enemy.

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Reggie: Nintendo sees Apple as larger threat than Microsoft and Sony

Reader Comments (76)

Posted: Oct 26th 2010 2:04PM Dale P said

Posted: Oct 26th 2010 2:28PM Hank Hill said

Posted: Oct 26th 2010 2:43PM PlatinumSkeet said

Posted: Oct 26th 2010 3:53PM thisredengine said

Posted: Oct 26th 2010 4:57PM gatotsu911 said

Posted: Oct 26th 2010 7:23PM GreenElf said

Posted: Oct 26th 2010 2:04PM Mustang Fanboy said

Posted: Oct 26th 2010 2:12PM TraceurRyuk Prepping for LBP2 said

Posted: Oct 26th 2010 2:47PM PlatinumSkeet said

Posted: Oct 26th 2010 3:42PM Chibi Chaingun said

Posted: Oct 26th 2010 4:22PM A Sandwich said

Posted: Oct 26th 2010 5:27PM Nofriendo said

Posted: Oct 26th 2010 2:07PM Morph156 said

Posted: Oct 26th 2010 2:11PM TraceurRyuk Prepping for LBP2 said

Posted: Oct 26th 2010 2:12PM SuperShiggs said

Posted: Oct 26th 2010 2:31PM tchuks said

Posted: Oct 26th 2010 2:14PM 754boy said

Posted: Oct 26th 2010 2:26PM Jack Kevorkian said

Posted: Oct 26th 2010 2:32PM Shockwave said

Posted: Oct 26th 2010 2:46PM sonicspike41 said

Posted: Oct 26th 2010 3:22PM M4L said

Posted: Oct 26th 2010 3:40PM xxxsam said

Posted: Oct 26th 2010 3:43PM Glad said

Posted: Oct 26th 2010 3:50PM Chibi Chaingun said

Posted: Oct 26th 2010 5:09PM Im No Hero said

Posted: Oct 26th 2010 6:05PM Mr Khan said

Posted: Oct 26th 2010 2:17PM ijustw1n said

Posted: Oct 26th 2010 2:25PM A Sandwich said

Posted: Oct 26th 2010 2:27PM kentuckyfried said

Posted: Oct 26th 2010 2:27PM NuttyBalls said

Posted: Oct 26th 2010 2:30PM A Sandwich said

Posted: Oct 26th 2010 2:31PM StarcasM said

Posted: Oct 26th 2010 3:56PM Chibi Chaingun said

Posted: Oct 27th 2010 5:31AM NuttyBalls said

Posted: Oct 27th 2010 3:35PM Problem Medic said

Posted: Oct 26th 2010 2:28PM kentuckyfried said

Posted: Oct 26th 2010 2:29PM NuttyBalls said

Posted: Oct 26th 2010 2:30PM ZigmaTheEliminator said

Posted: Oct 26th 2010 2:33PM A Sandwich said

Posted: Oct 26th 2010 2:54PM sonicspike41 said

Posted: Oct 26th 2010 2:56PM Negatron said

Posted: Oct 26th 2010 5:13PM Im No Hero said

Posted: Oct 26th 2010 2:31PM Bewoulf said

Posted: Oct 26th 2010 2:35PM Jack Kevorkian said

Posted: Oct 26th 2010 5:38PM Bewoulf said

Posted: Oct 26th 2010 2:36PM onlysublime said

Posted: Oct 26th 2010 2:43PM Jack Kevorkian said

Posted: Oct 26th 2010 3:58PM mmmfishtacos said

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