This year’s Corporate Social Responsibility Report from Nintendo features some words from the company’s late President and CEO Satoru Iwata. The message is split into three topical portions. In “Sharing Enduring Values,” he discusses the gaming giant’s core values: originality, flexibility, and sincerity—what he calls “Nintendo DNA.” Next, “Nintendo’s Important Assets are Intangible” touches upon how Nintendo seeks out new ways to present their properties. Finally, “Improving Quality of Life” explains Nintendo’s intentions in entering the QOL market.

You can read all three segments below in full.

Sharing Enduring Values

Nintendo has been delivering smiles to consumers through entertainment since its establishment. The existence or nonexistence of hit products causes inevitable fluctuations in the entertainment industry because entertainment is not a daily necessity. Consumers always are seeking new surprises, and they eventually will become tired of even a highly rated product. Precisely for this reason, we must avoid a short-term outlook and always think about how we can make not only consumers, but also everyone involved with Nintendo, smile over the mid-to-long term.

The key to achieving this goal is found in our three core values – originality, flexibility and sincerity – which we define as Nintendo DNA. Since all Nintendo employees fully share the Nintendo DNA and act based on these unwavering values, we have been able to continue taking on new challenges and providing value to society.

Nintendo has continued to offer entertainment products that can be enjoyed regardless of age or gender and, as a result, I hope that as signs of trust in the Nintendo brand, people feel safe letting their children play with our products and know that these products always make their families smile.

Satoru Iwata

Nintendo’s Important Assets are Intangible

As a new challenge, we released “amiibo,” a new product line that uses the IP characters that appear in our games. The year 2015 is the 30th anniversary of
Super Mario Bros., and one of our goals for these characters, which are loved by so many people, is to take them beyond the game world through this new platform in the form of figures that are compatible with multiple games and create new play styles. We also hope they will bring smiles to the faces of consumers and connect them in a way that transcends the barriers of language and culture in the real world.
amiibo has presented Nintendo with the opportunity to work with new production partners because it is our first full-fledged production of figures. For these partnerships, we first confirm that we share the goals of not only making high-quality products but also contributing to society and collaborating to make a better world through CSR procurement* efforts. In order to produce high-quality products, we believe it is imperative that we share an understanding with our partners of the kind of business relationship we would like to have, as well as the kinds of products we would like to create.

Our many IP assets, our strong relationships with our business partners, and our employees, are not items that appear on our financial statements. However, I firmly believe that these intangible assets are essential for Nintendo to continue to achieve sustainable growth and to enhance corporate value.

Satoru Iwata

Improving Quality of Life

Nintendo is a company that has innovated flexibly throughout its history to provide a variety of entertainment offerings. However, I feel that having the video game business at our core for such a long time has caused many people to put up an imaginary wall that Nintendo is a company that should only make products related to video games. In order to overcome this belief, we revised our definition of entertainment as “improving people’s QOL (Quality of Life) in enjoyable ways.”
QOL refers to the quality of the content of each individual’s life and lifestyle from a social perspective. Our understanding of what it means to improve people’s QOL does not simply pertain to living a long life but that, through living life in your own way, you will find happiness. Many aspects of our lives require consistent effort and perseverance in order to improve QOL, but if we can leverage our know-how in continuous enjoyment that we have cultivated through video games, we can help people to improve their QOL without losing interest.

QOL includes many themes such as good physical health, healthy social relationships, fulfilling work, a comfortable living space, sufficient education, and leisure time. Nevertheless, the first theme we will focus on is health in terms of “sleep and fatigue.” While sleep and fatigue affect everyone throughout the world, many aspects have yet to be sufficiently clarified from a scientific perspective, so I think there is great significance in taking on this challenge. In addition, if we are able to make proposals incorporating systems that, for example, enable people to check the sleep conditions of parents who live far away and watch over them, this theme could provide something of great value to society.

Looking to the future, we hope to create value by making the impossible a reality with Nintendo products, and bringing smiles and surprises to everyone.

Satoru Iwata

Source: Nintendo

Our Verdict

Alex Zangari
Hi, I'm Alex. I'm a lifelong Nintendo fan and PC gamer. A few of my all-time favourite video games include The Legend of Zeldas: Twilight Princess and Majora's Mask, Mass Effect 2, Rayman 2, and most importantly, Xenoblade. If I ever catch you making a "really feeling it" joke in our comments, you can bet your ass I'll hide it, you casual scum. Feel free to send me a private message if you have something you'd like to discuss... or if you just want to say hi!


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