From the epic quests at the center of The Legend of Zelda, to the heart-stopping races in Mario Kart, Nintendo has introduced a cast of timeless video game characters and imaginative storylines that have transcended generations.
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But the company has never rested on its laurels, Reggie Fils-Aime ’83 (Dyson School), president and chief operating officer at Nintendo, said in a keynote presentation titled The Innovator’s Rulebook For Breaking the Rules, at the Cornell Business Forum, an alumni event hosted by the Cornell SC Johnson College of Business. Instead, Nintendo constantly looks for new ways to reinvent old favorites, build revolutionary gaming hardware, and deliver unique entertainment experiences to its loyal fans.
Oct 28, 2020 Reggie Fils-Aime is trying something new with his latest post-Nintendo gig. By Eddie Makuch on October 28, 2020 at 3:22PM PDT. Reggie Fils-Aime is staying busy in his post-Nintendo life. Reggie Fils-Aime started at Nintendo of America in 2003 as the Executive Vice President of Sales and Marketing and later became its President and COO in May 2006. Fils-Aime has had a pretty incredible run with the video game company and he is satisfied with what he has achieved over the years, but feels that now is the perfect time to retire.
While the gaming giant consistently succeeds in its mission to entertain and delight, being a nimble innovator isn’t easy for a company with more than 100 years of history. Their secret? At Nintendo, Fils-Aime explained, innovation means not only breaking the mold and introducing new games, characters, and consoles, but also staying true to the brand’s identity and core mission—putting smiles on people faces.
Innovation is a journey, not a destination
For Fils-Aime, finding creative ways around obstacles has been a thread that has permeated his career, preparing him little by little for his current role, which he calls the “opportunity of a lifetime.”
Early on, Fils-Aime worked at Guinness, where he was tasked with identifying ways to bring the pub experience that patrons expected from the brand to the home market. In other words, that creamy taste that had long differentiated Guinness from its competitors now had to—literally—be bottled. Guinness’ breakthrough came when their team of researchers and developers created a widget that released nitrogen into bottled and canned beer and brought that favorite Guinness foam to the desired level.
When Fils-Aime later accepted a position at Panda Express, he was once again tasked with overcoming a challenge that required an out-of-the-box solution. A staple eatery at malls around the country, Panda Express knew it needed to expand its reach beyond that environment to continue to grow its brand and reputation. But the menu, portions, and house operations had to evolve in order for the restaurant to succeed on a street corner rather than in a mall.
“Just like with Guinness, the key was innovating while maintaining that brand essence,” Fils-Aime explains. “In both cases, we had to change the delivery method while maintaining that quality that people expected.”
By the time Fils-Aime came to Nintendo, he was well-versed in innovation, but the organization was an entirely different animal compared to any other place that he had previously worked. Even back in 1889, when the company was founded as a manufacturer of decorated playing cards in Japan, it was already itching to disrupt the market. It was the first, for example, to have its cards be coated in plastic and the first to feature Western intellectual property on its cards.
Fast forward to modern-day Nintendo, and that drive for innovation remains. Though the company has the largest number of video game characters and franchises than any other brand in the world, its greatest challenge is to continue to deliver these classic characters in ways that surprise people.
“Fans look forward to sequels, and our developers are always trying to deliver something that’s unprecedented. As soon as we create new franchises, we are challenged for sequels and new games. It drives our creators to challenge conventional wisdoms and break their own rules,” Fils-Aime said.
That’s why for its latest iteration of The Legend of Zelda, Nintendo veered away from the traditionally well-defined game universe that kept players on a predetermined path in favor of a more open-world approach where players could choose their own journeys. Though there was much more freedom and the game felt very different than previous versions, players still had to rely on strategies from past series. The Legend of Zelda series is Fils-Aime’s favorite Nintendo franchise, he said, and so he was particularly pleased when this innovative iteration became one of the highest rated in history with more than 11 million copies sold.
The rulebook for breaking the rules
Though the company has an impressive track record, not every risk that Nintendo has taken has been a success, but Fils-Aime said neither he nor the rest of his team are afraid to admit it. The introduction of the Wii U console, for example, was met with heavy criticism and resistance, and for all intents and purposes, the product was a failure compared to the iconic Game Boy or Wii.
Still, Fils-Aime said the Wii U experience taught the team a great deal, empowering them to keep pushing innovation forward. Without the “failure,” of the Wii U, the team may have never introduced the Nintendo Switch, which became Nintendo’s highest selling system to be sold during the holiday season.
“The Wii U allowed players to switch between a tablet experience and a large, main screen in their living room, but the problem with it was that the tablet stopped working once the player moved too far away from the main console, which was connected to the television. We learned, however, that people loved the idea of transferring the game between two screens, and that insight helped lead to the Nintendo Switch,” Fils-Aime explained.
For people who love playing video games, the concept of never having to stop has proven incredibly powerful, Fils-Aime explained, admitting that he, too, has spent many long nights immersed in a game he just couldn’t put down. That’s why the Nintendo Switch, which features attached controllers that can detach from the portable console and be used on their own while the console is docked to the TV, has been a success, he insists.
“Some companies prefer to reinvent existing formulas. They think: if it’s working, why tinker with it? But as Satoru Iwata famously said at a conference, ‘At Nintendo, we don’t run from risk, we run to it.’”
Not being afraid to take risks has driven the company to innovate even beyond the world of traditional gaming with the introduction of Nintendo Labo. Nintendo Labo kits are an extension of the Nintendo Switch console and provide players with tools and technology to make “do-it-yourself” creations. Using modular sheets of cardboard designed to interact with the Nintendo Switch, players can create their own mix of different digital and creative experiences, from a piano to a robot. Thanks to a partnership with the Institute of Play, the system has been introduced to 100 schools in the United States, with many more schools on the waiting list.
What’s next for Nintendo
A household name recognized around the world, Nintendo has reached a peak that most brands only dream of—yet it shows no sign of slowing down. Always paying attention to the biggest trends in its space, Nintendo jumps in when the timing and the opportunity are right. As it continues to focus on its core gaming business, it has, for example, also ventured into the world of mobile gaming, introducing games like Super Mario Run, developed strictly for the mobile environment. One day, Fils-Aime said, the company hopes to see its mobile gaming revenue become comparable to its video game revenue.
Though it has its finger on the pulse of the industry, Nintendo doesn’t, however, conform to its competition or other pressures. While many of its competitors are perfecting their combat games with new weapons and missions, Nintendo stays true to itself and to the diverse demographic it serves. Its answer to the biggest shooting games of the day? Splatoon—a “shooting” game where characters shoot paint in an effort to cover the biggest surface area and transform into squids to travel across the ink. It’s colorful, entertaining, and appeals to players young and old alike.
Similarly, when asked why Nintendo hasn’t yet entered the cloud gaming space or made its games available across a wider range of devices like some of its competitors, Fils-Aime pointed the audience to the very thing that makes Nintendo the brand it is today: Mario, Princess Peach, Link, and the rest of the intellectual property that propels the company forward. This IP is a key business pillar for the company, which is why it’s currently investing in an animated Mario film in collaboration with Illumination, an attraction at Universal Studios and, of course, merchandise. Plus, he pointed out, the best way to create gaming experiences is to do it with a foundational understanding of the hardware system it’s played on. “You couldn’t play Wii Sports on a PlayStation 2,” he said.
As Fils-Aime’s presentation came to a close and the discussion was opened up for questions, many in the crowd asked him how he arrived at Nintendo and how he overcomes the challenges he faces in his role today. For him, he said, joining the company and working through its daily obstacles comes down to sharing in Nintendo’s ultimate goal of making people smile, which it manages to do on a daily basis.
“Long before I joined Nintendo, I would play The Legend of Zelda with my son. We were both working on beating the game and then one night I came home to screaming and just pure joy, and I knew he had finally done it,” Fils-Aime recalled. “That feeling and that sight has stayed with me through all these years.”
I identify as non-binary and asexual. While I'm asexual in the real world, having crushes on fictional and anthro characters makes me identify as bisexual and pansexual in the fantasy world.
My style of writing fan fictions defies the tropes of classic literature and breaks the stereotypes of modern society. That means no damsel in distress, no Disney clichés, no adversity, no sexism, no racism, no traditional/specified gender norms, no labeling, no double standards, no toxic masculinity, and absolutely no LGBTQIA discrimination.
Favourite Pokémon: Aurorus, Blaziken, Breloom, Decidueye, Drampa, Froslass, Garchomp, Glaceon, Goodra, Greninja, Lucario, Lugia, Lurantis, Lycanroc, Milotic, Noivern, Pheromosa, Salazzle, Scizor, Serperior, Seviper, Sylveon, Vivillon, Weavile
My top 10 fictional character crushes:
1. Blaziken (Pokémon)
2. Miruko (My Hero Academia)
3. Bubba (Spyro Reignited Trilogy)
4. NiGHTS (NiGHTS: Journey of Dreams)
5. Sidon (The Legend of Zelda: Breath of the Wild)
6. Nestor (Spyro Reignited Trilogy)
7. Sisu (Raya and the Last Dragon)
8. Reala (NiGHTS: Journey of Dreams)
9. Wave The Swallow (Sonic Riders)
10. Gunnar (Spyro Reignited Trilogy)
My top 12 MLP crushes:
1. Princess Luna/Nightmare Moon
2. Queen Chrysalis
3. Applejack
4. Rainbow Dash
5. Tempest Shadow/Fizzlepop Berrytwist
6. Fluttershy
7. Rarity/Nightmare Rarity
8. Princess Celestia/Daybreaker
9. Fleur De Lis
10. Twilight Sparkle
11. Trixie Lulamoon
12. Starlight Glimmer
Favourite Music Genres: Indie rock, alternative R&B, folktronica, jazz, dream pop, synthpop, ambient, post-rock, new age, deep house, uplifting trance
Hates/Dislikes (including reasons why I hate them):
Fifty Shades of Grey - Not a love story, glorification of abusive relationships, inaccurate illustration of BDSM, and poorly written book. Christian Grey is a possessive control freak who stalks on Anastacia Steele and manipulates her for his own desires, even to the point of selling her old car and buying her a new one without her permission and having sex with her, when she clearly says 'No'.
Team Rocket - They're a huge pathetic excuse who appear in almost every episode messing up the characters just to kidnap Pikachu.
Justin Bieber - Each and every anti-Bieber can relate to this. He's famous for causing a lot of legal issues, a bad influence to the younger generation, the most disliked song on YouTube, and the most annoying celebrity in the world.
Pitbull - He makes songs worse by being a featured artist when in fact that the original versions are already as good as it is.
One Direction - Cheesy music and lyrics and they're only adored for their good looks. Last time, I sent a playlist in Channel [V] containing songs by new artists who are never heard before but all that [V] keeps playing is 1D, so fucking annoying.
Jennifer Lopez - Sexist American Idol judge, along with Steve Tyler.
Nicki Minaj - Too much booty in her Anaconda video and the worst rapper and stupidest hoe ever, along with Iggy Azalea.
Simon Cowell - He made a comment towards a contestant which led her to drug overdose after being ridiculed by millions just for that comment.
Julia Volkova - She's a homophobic hypocrite. She would condemn a gay son and only supports lesbians.
Natalia Kills - Nastiest X-Factor judge who thought it's a fashion show and ridiculed a contestant for 'copying' Willy Moon's appearance.
Robin Thicke - Objectifying and disrespecting women in the song Blurred Lines, along with the video.
Kanye West - Sore loser at the Grammys.
Meghan Trainor - Anti-feminist lyrics in All About That Bass and sexist lyrics in Dear Future Husband, as well as gender stereotyping in the video.
MAGIC! - Rude is one of the worst songs of 2014. The lyrics are hypocritical and the genre sounds horribly wrong.
Jason Derulo - He ripped off Imogen Heap's Hide and Seek and pass it as his own. Talentless hack!
PSY - I can't stand Gangnam Style and Gentleman, it's hurting my ears a million times. Plus, the choreography is bland and dull.
Dr. Luke - He sexually assualted, emotionally abused, and drugged Kesha, forcing her to make six more records just to get more fame and money.
The Chainsmokers - Egotistical assholes who ruined the true sound of dance music. Hope that they die a tragic death ASAP!
Taylor Swift - Always playing the victim and not making peace with her past and move the fuck on. Her ideology sucks ass!
XXXTentacion - Brash and violent punk who should be in jail forever for raising his hand against his pregnant girlfriend.
Ed Sheeran - Overrated ginger who should stay away from the charts due to his songs being overplayed countless times. Shape of You is the fucking worst song in his career.
Maroon 5 - They have become complete sellouts and ran out of ideas by ripping off Sexual by NEIKED ft. Dyo.
Katy Perry - She gave an unwanted kiss to a male American Idol contestant, which is considered sexual assault. Also, bitch is becoming unoriginal as fuck by ripping off Love You Like That by Dagny.
Lil Pump - Another manufactured scumbag of a rapper that should be thrown in the incinerator.
6ix9ine - Ugly and disgusting pedophile who should be in prison forever.
Bhad Bhabie - Horrible and talentless twat who has an attitude problem and should be disposed in the garbage bin.
Gordon Ramsay - He swears too much and mistreats people with his huge cussing temper.
Roosh V - A disgusting pickup artist who promotes rape.
Kim Kardashian - Talentless slut who is famous for being famous, also the wife of Kanye 'egomaniac asshole' West.
Donald Trump - Sexist, racist, and misogynistic son of a bitch. The worst part: he is the current President.
Mike Pence - The current VP who is the worst candidate for LGBTQ equality.
Vladimir Putin - He is the reason for Russia's sickening gay propaganda law.
Rick Perry - His anti-gay advertisement
Sam Pepper - His fake hand ass groping prank and killing best friend prank videos are revolting to watch that he deserves to be banned from YouTube-related events and should be removed from YouTube once and for all.
Jake Paul - Window licker known for terrorizing neighbours, creating fire hazards, pushing around girls, and a lot of dumb shit to the point of Disney firing him.
Logan Paul - Uploaded a video where he visited a suicide forest in Japan and filmed a dead body and laughed at it, instead of calling the police to remove the body and give a proper burial. He was also being massively retarded, ignorant, racist, and disrespectful in Japan, causing a lot of nonsensical and illegal trouble there.
Ricegum - He embarrassed a rape victim and was being extremely retarded, ignorant, racist, and disrespectful in Hong Kong.
Nicole Arbour - An abusive fucked-up psychopathic twat who physically and emotionally abused and manipulated Matthew Santoro, known for her videos of fatshaming, depression-dismissing, and unforgivable edit of This Is America.
Amber Heard - She abused Johnny Depp by shattering his finger with a vodka bottle and left bruises on his face.
The Amazing World of Gumball - Worst show in Cartoon Network, Gumball is sometimes stupid and douchey, Richard is the dumbest dumbass and a lazy slob.
Foster's Home For Imaginary Friends - Bloo is a troublemaker who makes things worse, Bendy gets away with things when it's obvious that he did something terrible and everyone witnessed.
Teen Titans Go! - Reincarnation of the original one that deserves to be forgotten.
PPG 2016 - Worst reboot due to Miss Bellum's removal, unnecessary meme references, twerking, hypocritical writing, a pedophilic writer who inserts himself as a character having a crush on Blossom, and transphobic episode Horn Sweet Horn.
Christina Miller - President of Cartoon Network who is responsible for spamming Teen Titans Go! 5 days a week. Her disrespectful tactic should have her replaced with someone who would treat other shows with fairness and respect.
Johnny Test - I heard a lot of people hating this show because he's a lame spoiled brat and is not a good role model to the younger generation.
Phineas & Ferb - This show lacks creativity and is absolutely redundant (Candace busting her brothers, Perry's double life, Doofernshmirtz's inventions that always end with inator).
SpongeBob SquarePants - The worst show in the entire planet. SpongeBob and Patrick are the most idiotic characters, Mr. Krabs is a huge cheapskate who doesn't care about others but money.
Dora The Explorer - 'I think you'll have to say it again' and 'Louder!', is it really necessary to scream? I can't even understand Spanish, if only there are English subtitles. Swiper, get the hell out or I'm going to shoot you with a shotgun!
Alvin & The Chipmunks - High-pitched squeaking that is a billion times irritating. Their covers of crappy mainstream hits sound way crappier than ever.
Oggy & The Cockroaches - It's everywhere in Disney Channel, Cartoon Network, and Nick. It just makes me want to throw the telly out of the fucking window.
Tom & Jerry - All shorts are so cliche, I'm not going to watch the 2014 reboot.
Reggie Fils Aime Wikipedia
Happy Tree Friends - Accidents and stupidity that lead to too much gore and violence.
The Human Centipede - A trillion times worse and nightmarish as fuck.
A Serbian Film - It has a lot of vomit-inducing and mentally-scarring scenes, I suffered from a headache after watching it for the first time.
Frozen - The most annoyingly overrated film Disney has ever made. The 'short film' Olaf's Frozen Adventure has made a lot of people angry when all they want to watch is Coco. Disney should stop shoving Frozen into everyone's face because not everyone is a fan of that stupid nonsensical bullshit.
Homophobic organizations and countries - I am appalled by this. As an LGBT ally, this is what truly upsets me.
Sexist bronies - Please, leave female MLP fans alone! Let them adore the show!
Toxic Steven Universe fandom - They are the opposite of what the show is all about. They are extremely hostile and are known for harassing an artist and made more than 40 hurtful blogs about her that almost drove her to suicide.
Crappy EDM - #Selfies by The Chainsmokers, Turn Down For What by DJ Snake ft. Lil Jon, nothing's good on the radio anymore.
Reggie Fils Aime Contact
Overrated mainstream pop/R&B/hip-hop - Unoriginal songs about girls, relationships, money, sex, and drugs, no diversity and integrity at all. I would rather turn the radio off and enjoy the silence.
Anything country/latin/metal/reggae - These genres don't appeal to me at all.
Reggie Fils-aime Shimeji And Girlfriend
Off-key singing - I feel really sorry for the people out there who are trying too hard in the karaoke machine.
Reggie Fils-aime Shimeji And Wife
Carpool Karaoke - Pointless singing to crappy songs and sucks huge horse balls.