Editing Satoru Iwata (section)

==Nintendo==

===Early years (2000–2002)===
In 2000, Iwata joined Nintendo as the head of its corporate planning division and took a seat on the board of directors.{{sfn|Inoue|2009|p=57}} Over the next two years, he sought to reduce the cost and length of game development while preserving quality.<ref name="IGNprofile2">{{Cite web |last=Burns |first=James |date=July 16, 2004 |title=Profile: Satoru Iwata |url=http://www.ign.com/articles/2004/07/16/profile-satoru-iwata?page=2 |url-status=live |archive-url=https://web.archive.org/web/20130625195653/http://www.ign.com/articles/2004/07/16/profile-satoru-iwata?page=2 |archive-date=June 25, 2013 |access-date=July 19, 2015 |website=[[IGN]] |publisher=[[Ziff Davis]] |page=2}}</ref> During his first two years at Nintendo, the company saw profit increases of 20 and 41&nbsp;percent, values which are at least partially attributable to his work.<ref name="IGNprofile" /> When Yamauchi, the company's president since 1949, retired on May 24, 2002,<ref>{{Cite web |date=May 24, 2002 |title=Yamauchi Retires |url=http://www.ign.com/articles/2002/05/24/yamauchi-retires |url-status=live |archive-url=https://web.archive.org/web/20131224015844/http://www.ign.com/articles/2002/05/24/yamauchi-retires |archive-date=December 24, 2013 |access-date=July 19, 2015 |website=[[IGN]] |publisher=[[Ziff Davis]]}}</ref><ref>{{Cite web |last=Thomas |first=Lucas M. |date=May 24, 2012 |title=Hiroshi Yamauchi: Nintendo's Legendary President |url=http://www.ign.com/articles/2012/05/25/hiroshi-yamauchi-nintendos-legendary-president |url-status=live |archive-url=https://web.archive.org/web/20190816143117/https://www.ign.com/articles/2012/05/25/hiroshi-yamauchi-nintendos-legendary-president |archive-date=August 16, 2019 |access-date=July 19, 2015 |website=[[IGN]] |publisher=[[Ziff Davis]]}}</ref> Iwata succeeded as Nintendo's fourth president with Yamauchi's blessing.<ref name="ap">{{Cite web |last=Kageyama |first=Yuri |date=July 12, 2015 |title=Nintendo President Satoru Iwata Dies of Tumor |url=http://hosted2.ap.org/APDEFAULT/495d344a0d10421e9baa8ee77029cfbd/Article_2015-07-12-AS--Japan-Obit-Nintendo%20President/id-62869fddfd054d72b98981cf64a6cfab |url-status=dead |archive-url=https://web.archive.org/web/20150904004626/http://hosted2.ap.org/APDEFAULT/495d344a0d10421e9baa8ee77029cfbd/Article_2015-07-12-AS--Japan-Obit-Nintendo%20President/id-62869fddfd054d72b98981cf64a6cfab |archive-date=September 4, 2015 |access-date=July 12, 2015 |agency=[[Associated Press]]}}</ref> He was the first Nintendo president unrelated to the Yamauchi family through blood or marriage since its founding in 1889.<ref name="nytimes">{{Cite news |last=Stack |first=Liam |date=July 13, 2015 |title=Satoru Iwata, Nintendo Chief Executive, dies at 55 |url=https://www.nytimes.com/2015/07/13/business/satoru-iwata-nintendo-chief-executive-dies-at-55.html |url-status=live |archive-url=https://web.archive.org/web/20150715042950/https://www.nytimes.com/2015/07/13/business/satoru-iwata-nintendo-chief-executive-dies-at-55.html |archive-date=July 15, 2015 |access-date=July 13, 2015 |work=[[New York Times]]}}</ref> Yamauchi left the company in Iwata's hands with a final request: "that Nintendo give birth to wholly new ideas and create hardware which reflects that ideal. And make software that adheres to that same standard."<ref name="Eurogamer" /> Iwata inherited a company that promoted individualism, with a policy established by Yamauchi to create new development positions as needed. However, this inhibited efficient collaboration between certain departments.{{sfn|Inoue|2009|p=77}}

At the time of Iwata's promotion, Nintendo, though still a profitable company, was not performing as well as other console makers. The recently released [[GameCube]] was performing poorly compared to competitors, with [[Sony]]'s [[PlayStation 2]] and [[Microsoft]]'s [[Xbox (console)|Xbox]] outselling it.<ref name="la times" /> His presidency also came at the onset of the popularization of online gaming, and Nintendo had yet to move into this facet of the market. He took a cautious approach to the issue, stating: "We're not negative toward the idea of going online. We're just practical."<ref name="IGNprofile3">{{Cite web |last=Burns |first=James |date=July 16, 2004 |title=Profile: Satoru Iwata |url=http://www.ign.com/articles/2004/07/16/profile-satoru-iwata?page=3 |url-status=live |archive-url=https://web.archive.org/web/20130423205933/http://www.ign.com/articles/2004/07/16/profile-satoru-iwata?page=3 |archive-date=April 23, 2013 |access-date=July 19, 2015 |website=[[IGN]] |publisher=[[Ziff Davis]] |page=3}}</ref> He also fostered a relationship between Nintendo and [[Capcom]] that improved the GameCube's appeal.<ref name="Eurogamer" /> During an interview in 2002, Iwata stated that he felt the gaming industry was becoming too exclusive, and he wanted to develop hardware and games that would appeal to all players rather than focusing on top of the line graphics.<ref name="IGNprofile3" />

One of his first actions as president was to meet directly with the company's 40&nbsp;department heads and 150&nbsp;other employees. This contrasted starkly with Yamauchi's practice of rarely meeting with employees and generally having a single, annual speech. [[Shigeru Miyamoto]] described the previous business atmosphere as "stuffy" and stated Iwata "improved the ventilation".{{sfn|Inoue|2009|pp=83–85}} Iwata was acutely aware that his position as president would not ensure compliance from his employees and sought to communicate with them on a personal level. If employees disagreed with his view, Iwata would suggest they follow their idea instead of his own, stating "creators only improve themselves by taking risks".{{sfn|Inoue|2009|pp=83–85}} Alongside the increased level of interaction, Iwata also brought more data and science into the business aspect of the company. Whereas Yamauchi made decisions based on intuition and experience, Iwata brought forth hypotheses loaded with data to convey his position.{{sfn|Inoue|2009|pp=87–88}} Iwata also promoted Miyamoto, [[Genyo Takeda]], Yoshihiro Mori, and Shinji Hatano to representative directors on the company's board of directors, equaling his own position.<ref>{{Cite report |url=https://www.nintendo.com/corp/report/fiscal2003.pdf |title=2003 Annual Report |publisher=Nintendo |page=72 |access-date=September 14, 2015 |archive-url=https://web.archive.org/web/20160305133231/https://www.nintendo.com/corp/report/fiscal2003.pdf |archive-date=March 5, 2016 |url-status=live |year=2003}}</ref><ref name="Finances2014">{{Cite report |url=https://www.nintendo.co.jp/ir/pdf/2014/annual1403e.pdf |title=Annual Report 2014 for the fiscal year ended March 31, 2014 |publisher=Nintendo |page=1 |access-date=September 3, 2015 |archive-url=https://web.archive.org/web/20150404003748/http://www.nintendo.co.jp/ir/pdf/2014/annual1403e.pdf |archive-date=April 4, 2015 |url-status=live |year=2014}}</ref>

===Revitalization of the company (2003–2009)===
{{Multiple image
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| image1      = Nintendo-DS-Fat-Blue.jpg
| alt1        = A blue variant of the original Nintendo DS
| image2      = Wii-console.jpg
| alt2        = The Nintendo Wii and Wii Remote
| footer      = Iwata directed Nintendo to produce the [[Nintendo DS]] ''(left)'' and [[Wii]] ''(right)'' units, which proved financially successful for the company.
}}

Following up on his 2002{{nbsp}}interview,<ref name="IGNprofile3" /> Iwata highlighted an urgency in the gaming market in his keynote speech at the 2003 [[Tokyo Game Show]]. During this speech, he reflected on the history of the industry and concluded with the declining interest in video games.{{sfn|Inoue|2009|pp=27–31}} A slump in sales in the Japanese market had begun at the end of the 1990s and continued into the early 2000s. Competition between Nintendo and Sony resulted in increasingly hardware-heavy consoles; however, the Nintendo 64 proved to be too cumbersome for developers and software suffered severely.{{sfn|Inoue|2009|pp=26–27}} After a year-long analysis conducted at Iwata's behest, Nintendo concluded that pushing hardware was not the most effective way to promote video games and decided to focus on software.{{sfn|Inoue|2009|pp=27–31}} A major internal reorganization of Nintendo took place in 2004, with Iwata consolidating various departments established under Yamauchi. He sought to promote collaborative work throughout the company.{{sfn|Inoue|2009|p=77}} He later established a "User Expansion Project" in 2005 whereby employees normally not associated with game development would submit ideas for new games.{{sfn|Inoue|2009|p=81}}

In a March 2004 interview, Iwata stated: "Games have come to a dead end."<ref name="GameSpot030104" /> He stressed that developers wasted far too much time focusing on core gamers and would be unable to turn a profit if they did not tend to the average game player. Furthermore, he wished to prove that Nintendo, considered a "conservative" company at the time, would become a forefront innovator of entertainment.<ref name="GameSpot030104">{{Cite web |date=March 1, 2004 |title=Nintendo DS going wireless? |url=http://www.gamespot.com/articles/nintendo-ds-going-wireless/1100-6090345/ |url-status=live |archive-url=https://web.archive.org/web/20150716163259/http://www.gamespot.com/articles/nintendo-ds-going-wireless/1100-6090345/ |archive-date=July 16, 2015 |access-date=August 21, 2020 |website=[[GameSpot]] |publisher=[[CBS Interactive]]}}</ref> Iwata articulated a "[[Blue Ocean Strategy|blue ocean]]" strategy to help Nintendo successfully compete against the other console manufacturers. Instead of competing on technical specifications, Iwata drew on his previous experience as a game developer to produce novel and entertaining hardware and games.<ref name="GuardianObit">{{Cite news |last=Boxer |first=Steve |date=July 14, 2015 |title=Satoru Iwata obituary |url=https://www.theguardian.com/technology/2015/jul/14/satoru-iwata |url-status=live |archive-url=https://web.archive.org/web/20150715020513/http://www.theguardian.com/technology/2015/jul/14/satoru-iwata |archive-date=July 15, 2015 |access-date=July 14, 2015 |work=[[The Guardian]]}}</ref><ref name="Guardian0713" /><ref name="BBC0713" /><ref name="Eurogamer" />

====Nintendo DS====
Iwata helped lead a revitalization of Nintendo's handheld business by transitioning the company from the [[Game Boy Advance]] to the [[Nintendo DS]], which sported a unique form factor and inclusion of a [[touchscreen]] that allowed for novel games.<ref name="ars tech" /> The idea for using two screens on a single device originated with Yamauchi before his retirement, while Miyamoto suggested the use of a touchscreen.{{sfn|Inoue|2009|p=34}} Miyamoto subsequently spearheaded development of the device and its prototypes.{{sfn|Inoue|2009|p=35}} The Nintendo DS proved to be a highly profitable system and went on to become the [[List of million-selling game consoles|second-best selling video game console]] of all time with more than 154&nbsp;million units, inclusive of subsequent [[iteration]]s, sold by September 2014.<ref name="ConsolidatedSales">{{Cite web |date=October 29, 2014 |title=Consolidated Sales Transition by Region |url=https://www.nintendo.co.jp/ir/library/historical_data/pdf/consolidated_sales_e1409.pdf |url-status=live |archive-url=https://web.archive.org/web/20141029173642/http://www.nintendo.co.jp/ir/library/historical_data/pdf/consolidated_sales_e1409.pdf |archive-date=October 29, 2014 |access-date=July 26, 2015 |publisher=Nintendo}}</ref><ref>{{Cite magazine |last=Schreier |first=John |date=January 4, 2011 |title=Nintendo DS Line Outsells Playstation 2, Nintendo Says |url=https://www.wired.com/2011/01/nintendo-ds-sales/ |url-status=live |archive-url=https://web.archive.org/web/20170722015044/https://www.wired.com/2011/01/nintendo-ds-sales/ |archive-date=July 22, 2017 |access-date=July 26, 2015 |magazine=[[Wired (magazine)|Wired]] |publisher=[[Condé Nast]]}}</ref> In June 2004, Iwata sought a conference with [[Ryuta Kawashima|Dr. Ryuta Kawashima]] about a game that could appeal to non-gamers. This project would later become ''[[Brain Age: Train Your Brain in Minutes a Day!]]'', released in May 2005.<ref name="Guardian0713" />{{sfn|Inoue|2009|pp=17–18}} Iwata personally oversaw development of the ''[[Brain Age]]'' series, even forgoing a public appearance on the day of the Nintendo DS's release in Japan on December 2.{{sfn|Inoue|2009|pp=17–18}} Miyamoto supported Iwata's work with the series and sent one of his protégés, [[Nintendo Software Planning & Development#Production Group No. 2|Kouichi Kawamoto]], to help develop the game.{{sfn|Inoue|2009|p=80}} The ''Brain Age'' series is partially credited with launching the popularity of the Nintendo DS, and the series as a whole sold over 30&nbsp;million copies by December 2008.<ref name="Guardian0713" />{{sfn|Inoue|2009|p=16}}

Subsequent iterations of the Nintendo DS, the [[DS Lite]] and [[DSi]], also saw positive sales.<ref name="SHDSi">{{Cite web |last=Iwata |first=Satoru |date=October 31, 2008 |title=Corporate Management Policy Briefing/Semi-Annual Financial Results Briefing |url=https://www.nintendo.co.jp/ir/en/library/events/081031/06.html |url-status=live |archive-url=https://web.archive.org/web/20160215054442/https://www.nintendo.co.jp/ir/en/library/events/081031/06.html |archive-date=February 15, 2016 |access-date=September 3, 2015 |publisher=Nintendo |page=6}}</ref> The DS Lite improved upon the original DS, featuring brighter screens and a slimmer design in accordance with consumer demand.<ref name="DSiLAT" /><ref name="EngDSi">{{Cite web |last=Rojas |first=Peter |date=February 20, 2006 |title=The Engadget Interview: Reggie Fils-Aimé, Executive Vice President of Sales and Marketing for Nintendo |url=https://www.engadget.com/2006/02/20/the-engadget-interview-reggie-fils-aime-executive-vice-preside/ |url-status=live |archive-url=https://web.archive.org/web/20170626231958/https://www.engadget.com/2006/02/20/the-engadget-interview-reggie-fils-aime-executive-vice-preside/ |archive-date=June 26, 2017 |access-date=September 11, 2015 |website=[[Engadget]] |publisher=[[AOL]]}}</ref> Released in March 2006 in Japan and three months later worldwide,<ref name="DSiLAT">{{Cite news |last=Metzger |first=Pete |date=April 5, 2009 |title=Review: Nintendo DSi offers evolutionary, not revolutionary, upgrade over DS Lite |url=http://latimesblogs.latimes.com/technology/2009/04/nintendodsireviewconsole.html |url-status=live |archive-url=https://web.archive.org/web/20110210073707/http://latimesblogs.latimes.com/technology/2009/04/nintendodsireviewconsole.html |archive-date=February 10, 2011 |access-date=September 11, 2015 |work=[[The Los Angeles Times]] |publisher=[[Tribune Publishing]]}}</ref> the DS Lite ultimately sold nearly 94&nbsp;million units.<ref name="ConsolidatedSales" /> Statistics showed that households often shared a single DS, and Iwata sought to expand this from one per household to one per person.<ref name="SHDSi" /> The console's third iteration, the DSi, embodies this idea with the "i" representing a single person.<ref name="IADSi" /> Despite concerns that the video game market was already over saturated by the DS and DS Lite, Iwata was confident that the DSi would sell, especially in European markets.<ref>{{Cite web |last=Nelson |first=Randy |date=January 9, 2009 |title=Iwata still sees vast market for current DS hardware |url=https://www.engadget.com/2009/01/09/iwata-still-sees-vast-market-for-current-ds-hardware/ |url-status=live |archive-url=https://web.archive.org/web/20160815233725/https://www.engadget.com/2009/01/09/iwata-still-sees-vast-market-for-current-ds-hardware/ |archive-date=August 15, 2016 |access-date=September 11, 2015 |website=[[Engadget]] |publisher=[[AOL]]}}</ref><ref>{{Cite web |last=Martin |first=Matt |date=January 9, 2009 |title=More room for DS growth, says Iwata |url=http://www.gamesindustry.biz/articles/more-room-for-ds-growth-says-iwata |url-status=live |archive-url=https://web.archive.org/web/20090420063740/http://www.gamesindustry.biz/articles/more-room-for-ds-growth-says-iwata |archive-date=April 20, 2009 |access-date=September 11, 2015 |website=GamesIndustry.biz |publisher=Gamer Network}}</ref> The DSi built upon the success of the DS Lite by similarly meeting consumer demand.<ref name="IADSi">{{Cite interview |last=Iwata |first=Satoru |interviewer=Yasuhiro Nagata |title=Nintendo DSi: Turning the Tables: Asking Iwata |url=http://iwataasks.nintendo.com/interviews/#/ds/dsi/3/0 |access-date=September 3, 2015 |archive-url=https://web.archive.org/web/20180513072726/http://iwataasks.nintendo.com/interviews/#/ds/dsi/3/0 |archive-date=May 13, 2018 |url-status=live |publisher=Nintendo |date=November 17, 2010 |series=Iwata Asks}}</ref> In addition to being slimmed further, the DSi featured two cameras, [[SD card]] support, an audio reader, and the "Nintendo DSi Shop".<ref name="DSiLAT" /> The relatively quick succession of the DS Lite and DSi broke the conventional pattern for release of game systems, each being released roughly 18&nbsp;months apart instead of 5&nbsp;years. Iwata saw the gradual price drop in the five-year cycle as a way of indirectly telling consumers to wait to purchase products and a punishment for those who bought it at launch. He sought to alleviate this issue with the quick releases.<ref name="IADSi" />

====Wii====
{{Quote box
| quote  = Video games are meant to be just one thing: fun. Fun for everyone.
| author = Satoru Iwata<ref name="fun">{{Cite magazine |last=Kamen |first=Matt |date=July 13, 2015 |title=Satoru Iwata: Nintendo's late legend, in his own words |url=https://www.wired.co.uk/news/archive/2015-07/13/satoru-iwata-in-his-own-words |url-status=live |archive-url=https://web.archive.org/web/20150908022831/http://www.wired.co.uk/news/archive/2015-07/13/satoru-iwata-in-his-own-words |archive-date=September 8, 2015 |access-date=September 2, 2015 |magazine=[[Wired (magazine)|Wired]] |publisher=[[Condé Nast]]}}</ref>
| width  = 50%
}}

Discussions between Iwata, Miyamoto, and Takeda about a new home console began in the first half of 2003.{{sfn|Inoue|2009|p=37}} With encouragement from Yamauchi, Iwata pushed for development of a revolutionary product that would later become the [[Wii]].{{sfn|Hasegawa|2010|pp=50–51}} Iwata subsequently assigned Takeda to the project, "telling [Takeda] to go off the tech roadmap".{{sfn|Inoue|2009|p=37}} The overall premise was that "a Mom has to like it".{{sfn|Inoue|2009|p=38}} During the console's development process Iwata challenged engineers to make the Wii no thicker than three [[Keep case|DVD cases]] stacked together, a feat they ultimately accomplished.{{sfn|Jones|Thiruvathukal|2012|p=28}} Takeda and his team focused on reducing power consumption while retaining or improving levels of performance shown with the GameCube.{{sfn|Inoue|2009|pp=40–41}} Alongside the internal hardware designed by Nintendo's engineers, Iwata proposed that the console abandon use of a typical [[Game controller|controller]] to make gaming more accessible to everyone.{{sfn|Hasegawa|2010|pp=50–51}} Miyamoto took the lead on developing a new controller while Takeda's team provided the internal components. After six months and dozens of scrapped prototypes, Takeda procured a [[CMOS sensor]] that later became the core aspect of the remote. With the addition of [[accelerometer]]s, they were able to effectively produce [[motion control]]s.{{sfn|Inoue|2009|pp=43–45}}

Initially codenamed "Revolution" during a teaser at [[E3 2004]], following Iwata's goal of creating a gaming revolution,<ref name="IGNprofile3" /><ref name="ars tech" /> Iwata publicly revealed the Wii at [[E3 2005]], holding it above his head to emphasize its small size and light weight design.{{sfn|Jones|Thiruvathukal|2012|p=28}} Reveal of the Wii's signature [[Wii Remote]] controller was withheld until the Tokyo Game Show in September 2005. During his speech at the conference, Iwata reiterated his stance on growing the gaming market but expanded upon it by emphasizing the need to make controls less complicated.{{sfn|Jones|Thiruvathukal|2012|p=53}} The controller's [[remote control]] design partially stemmed from Iwata's desire to have a device that was "immediately accessible" to all. He also insisted that the Wii Remote be referred to as simply a "remote" rather than a controller to emphasize its accessibility to anyone.{{sfn|Jones|Thiruvathukal|2012|p=54}}

The Wii ultimately popularized the use of motion control-based video games and proved highly successful for Nintendo, helping to nearly double the company's stock price.<ref name="ars tech" /> Tapping into the market of casual players, the Wii marked "a breakthrough moment in the history of video games":{{sfn|Jones|Thiruvathukal|2012|p=2}} a new genre of gaming was established for the family market.{{sfn|Hasegawa|2010|p=51}} Iwata's former experience as a programmer, a rarity for technology CEOs, was said to help contribute towards his leadership of the company.<ref name="wired">{{Cite magazine |last=Kohler |first=Chris |date=July 12, 2015 |title=Nintendo President Satoru Iwata Dies at 55 |url=https://www.wired.com/2015/07/satoru-iwata/ |url-status=live |archive-url=https://web.archive.org/web/20170417041259/https://www.wired.com/2015/07/satoru-iwata/ |archive-date=April 17, 2017 |access-date=July 12, 2015 |magazine=[[Wired (magazine)|Wired]] |publisher=[[Condé Nast]]}}</ref><ref name="time why mattered">{{Cite magazine |last=Peckman |first=Matt |date=July 13, 2015 |title=Why Nintendo President Satoru Iwata Mattered |url=https://time.com/3954934/nintendo-satoru-iwata/ |url-status=live |archive-url=https://web.archive.org/web/20151028082726/http://time.com/3954934/nintendo-satoru-iwata/ |archive-date=October 28, 2015 |access-date=July 13, 2015 |magazine=[[Time (magazine)|Time]] |publisher=[[Time Inc.]]}}</ref> By the end of the 2009&nbsp;fiscal year, Nintendo saw record net sales and profit of ¥1.8&nbsp;trillion (US$18.7&nbsp;billion) and ¥279&nbsp;billion (US$2.8&nbsp;billion), respectively.<ref name="Finances2009">{{Cite report |url=https://www.nintendo.co.jp/ir/pdf/2009/annual0903e.pdf |title=2009 Annual Financial Report: Financial Section |publisher=Nintendo |page=17 |access-date=September 3, 2015 |archive-url=https://web.archive.org/web/20160307051131/https://www.nintendo.co.jp/ir/pdf/2009/annual0903e.pdf |archive-date=March 7, 2016 |url-status=live |year=2009}}</ref> Due to his success, ''[[Barron's]]'' included Iwata on their list of the 30 top CEOs worldwide from 2007 to 2009, stating that for Nintendo, "Wii (was) a winner; stock soars" under him.<ref name="ars tech">{{Cite news |last=Reimer |first=Jeremy |date=March 28, 2007 |title=Nintendo boss levels up to "top 30 CEO" |url=https://arstechnica.com/gaming/2007/03/nintendo-boss-levels-up-to-top-30-ceo/ |url-status=live |archive-url=https://web.archive.org/web/20121201222848/http://arstechnica.com/gaming/2007/03/nintendo-boss-levels-up-to-top-30-ceo/ |archive-date=December 1, 2012 |access-date=July 12, 2015 |work=[[Ars Technica]] |publisher=[[Condé Nast]]}}</ref><ref name="Barrons2007">{{Cite news |last=Bary |first=Andrew |last2=Santoli |first2=Michael |last3=Laing |first3=Jonathan R. |last4=Racaneli |first4=Vito J. |date=March 27, 2007 |title=The World's Best CEOs |url=https://www.wsj.com/articles/SB117469289796447454 |url-access=subscription |url-status=live |archive-url=https://web.archive.org/web/20201027185353/https://www.barrons.com/articles/SB117469289796447454 |archive-date=October 27, 2020 |access-date=March 5, 2021 |work=[[Barron's]] |publisher=[[Dow Jones & Company]] |location=New York |pages=37–38, 40, 42–46 |language=en-US |via=The Wikipedia Library |volume=87 |issue=13 |quote=Wii a winner; stock soars}}</ref><ref name="Barrons2008">{{Cite news |last=Bary |first=Andrew |date=March 24, 2008 |title=World's Best CEOs |url=https://www.wsj.com/articles/SB120615216221756939 |url-status=live |archive-url=https://web.archive.org/web/20210128121250/https://www.barrons.com/articles/SB120615216221756939 |archive-date=January 28, 2021 |access-date=March 5, 2021 |work=[[Barron's]] |publisher=[[Dow Jones & Company]] |location=New York |pages=33–34, 36, 38–42, 44 |language=en-US |volume=88 |issue=12}}</ref><ref name="Barrons2009">{{Cite news |last=Bary |first=Andrew |date=March 23, 2009 |title=Kings of the Jungle |url=https://www.wsj.com/articles/SB123758900419300089 |url-status=live |archive-url=https://web.archive.org/web/20210227033254/https://www.barrons.com/articles/SB123758900419300089 |archive-date=February 27, 2021 |access-date=March 5, 2021 |work=[[Barron's]] |publisher=[[Dow Jones & Company]] |location=New York |pages=27–28 |language=en-US |volume=89 |issue=12}}</ref><ref name="Barrons2010">{{Cite news |last=Bary |first=Andrew |date=March 28, 2010 |title=The Best CEOs |url=https://www.wsj.com/articles/SB126964409156568321 |url-access=subscription |url-status=live |archive-url=https://web.archive.org/web/20210227132738/http://www.barrons.com/articles/SB126964409156568321/ |archive-date=February 27, 2021 |access-date=March 5, 2021 |work=[[Barron's]] |publisher=[[Dow Jones & Company]] |location=New York |pages=29–30, 34, 36–39 |language=en |via=The Wikipedia Library |volume=90 |issue=13 |quote=Formerly hot Wii game losing momentum.}}</ref>

====Quality-of-life products====
[[File:Pokemon_go_stang_alar.jpg|thumb|right|Players of ''[[Pokémon Go]]'' gathered around a "virtual" Pokémon gym in [[Brest, France]]. Social interactions outside homes like this was one of the goals of Iwata's quality-of-life initiative.]]

Starting with the introduction of the Wii in 2006, Iwata placed focus on development of products that improved [[quality of life]].<ref name="ForbesQOL" /> The ''[[Wii Fit]]'' series, conceptualized by Miyamoto,<ref>{{Cite interview |last=Miyamoto |first=Shigeru |subject-link=Shigeru Miyamoto |title=Wii Fit: A New Creation |url=http://iwataasks.nintendo.com/interviews/#/wii/wii_fit/0/0 |access-date=September 9, 2015 |archive-url=https://web.archive.org/web/20180513072726/http://iwataasks.nintendo.com/interviews/#/wii/wii_fit/0/0 |archive-date=May 13, 2018 |url-status=live |publisher=Nintendo |date=November 8, 2007 |interviewer-first=Satoru |interviewer-last=Iwata |series=Iwata Asks}}</ref> epitomized this movement.<ref name="ForbesQOL">{{Cite magazine |last=Morris |first=Chris |date=August 19, 2015 |title=Is Nintendo backing away from its Quality of Life initiative? |url=http://fortune.com/2015/08/19/nintendo-qol/ |url-status=live |archive-url=https://web.archive.org/web/20161105043142/http://fortune.com/2015/08/19/nintendo-qol/ |archive-date=November 5, 2016 |access-date=September 9, 2015 |magazine=[[Fortune (magazine)|Fortune]] |publisher=[[Time Inc.]]}}</ref> At [[E3 2009]], Iwata revealed development of an add-on product to the Wii: the Wii Vitality Sensor. The device measured [[autonomic nerve]] functions, namely [[pulse]], and incorporate acquired data into relaxation products.<ref>{{Cite web |last=Pearson |first=Dan |date=June 2, 2009 |title=E3: Iwata shows Wii Vitality Sensor |url=http://www.eurogamer.net/articles/pulse-measuring-peripheral-announced-for-wii |url-status=live |archive-url=https://web.archive.org/web/20170831130113/http://www.eurogamer.net/articles/pulse-measuring-peripheral-announced-for-wii |archive-date=August 31, 2017 |access-date=September 8, 2015 |website=[[Eurogamer]] |publisher=Gamer Network}}</ref><ref name="73rdSH">{{Cite web |year=2013 |title=The 73rd Annual General Meeting of Shareholders: Q&A |url=https://www.nintendo.co.jp/ir/en/stock/meeting/130627qa/03.html |url-status=live |archive-url=https://web.archive.org/web/20150822205526/http://www.nintendo.co.jp/ir/en/stock/meeting/130627qa/03.html |archive-date=August 22, 2015 |access-date=September 8, 2015 |publisher=Nintendo |page=3}}</ref> Iwata saw the device as a continuation of the "blue ocean" strategy previously articulated. He indicated that the market of motion controls was turning into a "red ocean", whereby too many companies would saturate the market and restrict profits. The Vitality Sensor was developed in hopes of providing a novel way to interact with video games and continue Nintendo's history of innovation.<ref>{{Cite news |last=Takahashi |first=Dean |date=June 4, 2009 |title=Nintendo CEO: Wii care about your heartbeat, but not your iPhone, the recession or free games |url=https://venturebeat.com/2009/06/04/nintendo-ceo-wii-care-about-your-heartbeat-but-not-your-iphone-the-recession-or-free-games/ |url-status=live |archive-url=https://web.archive.org/web/20160730154606/https://venturebeat.com/2009/06/04/nintendo-ceo-wii-care-about-your-heartbeat-but-not-your-iphone-the-recession-or-free-games/ |archive-date=July 30, 2016 |access-date=September 8, 2015 |work=[[VentureBeat]]}}</ref> However, testing of a prototype device yielded less than desirable results and Nintendo had postponed the release of the product indefinitely by 2013.<ref name="73rdSH" />

In January 2014, Iwata unveiled a ten-year strategy for the company based on quality-of-life products.<ref name="ForbesQOL" /><ref>{{Cite web |last=Haywald |first=Justin |date=January 29, 2014 |title=Mario Kart 8 coming in May and Nintendo reveals 2014 strategy |url=http://www.gamespot.com/articles/mario-kart-8-coming-in-may-and-nintendo-reveals-2014-strategy/1100-6417422/ |url-status=live |archive-url=https://web.archive.org/web/20160303154630/http://www.gamespot.com/articles/mario-kart-8-coming-in-may-and-nintendo-reveals-2014-strategy/1100-6417422/ |archive-date=March 3, 2016 |access-date=September 9, 2015 |website=[[GameSpot]] |publisher=[[CBS Interactive]]}}</ref> The target was a new market outside video games.<ref>{{Cite web |last=Iwata |first=Satoru |year=2014 |title=Message from the President |url=https://www.nintendo.co.jp/ir/en/management/message.html |url-status=dead |archive-url=https://web.archive.org/web/20150717192426/http://www.nintendo.co.jp/ir/en/management/message.html |archive-date=July 17, 2015 |access-date=September 9, 2015 |publisher=Nintendo}}</ref> Developed under partnerships with Dr. Yasuyoshi Watanabe and [[ResMed]], the first device in this initiative was a fatigue and sleep deprivation sensor announced in October 2014. Unlike the Vitality Sensor, the sleep sensor was to be a stand-alone product that would not need to be worn.<ref>{{Cite web |last=Crossley |first=Rob |date=October 30, 2014 |title=Nintendo Reveals First Quality-of-Life Product: A Sleep Sensor |url=http://www.gamespot.com/articles/nintendo-reveals-first-quality-of-life-product-a-s/1100-6423266/ |url-status=live |archive-url=https://web.archive.org/web/20170925132112/http://www.gamespot.com/articles/nintendo-reveals-first-quality-of-life-product-a-s/1100-6423266/ |archive-date=September 25, 2017 |access-date=September 9, 2015 |website=[[GameSpot]] |publisher=[[CBS Interactive]]}}</ref> Following Iwata's death in July 2015, analysts questioned whether Nintendo would continue the quality-of-life initiative. Despite a planned United States release in March 2016, some suggested the product had been temporarily shelved, while others believed the product had been indefinitely postponed like the Vitality Sensor before it.<ref name="ForbesQOL" /> The device was formally discontinued by February 2016; however, [[Tatsumi Kimishima]] stated that research into quality of life products would continue.<ref>{{Cite magazine |last=Kohler |first=Chris |date=February 4, 2016 |title=Nintendo Puts Its Sleep-Tracking Gizmo on Hold Indefinitely |url=https://www.wired.com/2016/02/nintendo-qol-sleep-tracker/ |url-status=live |archive-url=https://web.archive.org/web/20170429013702/https://www.wired.com/2016/02/nintendo-qol-sleep-tracker/ |archive-date=April 29, 2017 |access-date=February 4, 2016 |magazine=[[Wired (magazine)|Wired]] |publisher=[[Condé Nast]]}}</ref> Nintendo-based products like the [[Nintendo Switch]] designed to encourage use on the go and social interactions, the mobile augmented reality game ''[[Pokémon Go]]'' that requires travelling outside the house, and its addition ''[[Pokémon Sleep]]'' that works based on a player's sleep patterns, all represent continuations of Iwata's quality-of-life initiative.<ref>{{Cite web |last=Grezses |first=Sam |date=July 31, 2019 |title=Satoru Iwata's dreams for Nintendo finally came true |url=https://www.polygon.com/2019/7/31/20748490/nintendo-switch-iwata-lifestyle-legacy |url-status=live |archive-url=https://web.archive.org/web/20190731225048/https://www.polygon.com/2019/7/31/20748490/nintendo-switch-iwata-lifestyle-legacy |archive-date=July 31, 2019 |access-date=July 31, 2019 |website=[[Polygon (website)|Polygon]]}}</ref> The Switch game ''[[Ring Fit Adventure]]'', which includes accessories that let players manipulate the game through physical exercise, is seen as a successor to ''Wii Fit'' and continuing the quality-of-life program.<ref>{{Cite web |last=Good |first=Owen S. |date=September 12, 2019 |title=Nintendo Switch's new ring controller game is Ring Fit Adventure |url=https://www.polygon.com/nintendo-switch/2019/9/12/20862392/nintendo-switch-ring-controller-ring-fit-adventure-release-dates-exergaming |url-status=live |archive-url=https://web.archive.org/web/20190913231410/https://www.polygon.com/nintendo-switch/2019/9/12/20862392/nintendo-switch-ring-controller-ring-fit-adventure-release-dates-exergaming |archive-date=September 13, 2019 |access-date=September 12, 2019 |website=[[Polygon (website)|Polygon]]}}</ref>

===Financial downturn (2010–2014)===
{{bar box
| float    = right
| title    = Nintendo net sales by fiscal year (2006–2015).{{efn|All totals are in JPY values of their respective years.|name="value"}}
| titlebar = #DDD
| left1    = Fiscal&nbsp;year
| right2   = Sales&nbsp;(mil&nbsp;¥)
| width    = 330px
| bars     = 
{{bar pixel|2006<ref name="Finances2006">{{Cite report |url=https://www.nintendo.com/corp/report/06AnnualReport.pdf |title=2006 Annual Financial Report |publisher=Nintendo |page=15 |access-date=September 3, 2015 |archive-url=https://web.archive.org/web/20190724055335/https://www.nintendo.com/corp/report/06AnnualReport.pdf |archive-date=July 24, 2019 |url-status=live |year=2006}}</ref>|green|50.8||508,827}}
{{bar pixel|2007<ref name="Finances2007">{{Cite report |url=https://www.nintendo.com/corp/report/FY07FinancialResults.pdf |title=2007 Annual Financial Report: Consolidated Financial Statements |date=April 26, 2007 |publisher=Nintendo |page=1 |access-date=September 3, 2015 |archive-url=https://web.archive.org/web/20160303212850/http://www.nintendo.com/corp/report/FY07FinancialResults.pdf |archive-date=March 3, 2016 |url-status=live}}</ref>|green|96.6||966,534}}
{{bar pixel|2008<ref name="Finances2008">{{Cite report |url=https://www.nintendo.co.jp/ir/pdf/2008/annual0803e.pdf |title=2008 Annual Financial Report: Financial Section |publisher=Nintendo |page=15 |access-date=September 3, 2015 |archive-url=https://web.archive.org/web/20160306212951/https://www.nintendo.co.jp/ir/pdf/2008/annual0803e.pdf |archive-date=March 6, 2016 |url-status=live |year=2008}}</ref>|green|167.2||1,672,423}}
{{bar pixel|2009<ref name="Finances2009" />|green|183.8||1,838,622}}
{{bar pixel|2010<ref name="Finances2010">{{Cite report |url=https://www.nintendo.co.jp/ir/pdf/2010/annual1003e.pdf |title=2010 Annual Financial Report: Financial Section |publisher=Nintendo |page=17 |access-date=September 2, 2015 |archive-url=https://web.archive.org/web/20150513070732/http://www.nintendo.co.jp/ir/pdf/2010/annual1003e.pdf |archive-date=May 13, 2015 |url-status=live |year=2010}}</ref>|green|118.2||1,182,177}}
{{bar pixel|2011<ref name="Finances2011">{{Cite report |url=https://www.nintendo.co.jp/ir/pdf/2011/annual1103e.pdf |title=2011 Annual Financial Report: Financial Section |publisher=Nintendo |page=17 |access-date=September 3, 2015 |archive-url=https://web.archive.org/web/20181123204359/https://www.nintendo.co.jp/ir/pdf/2011/annual1103e.pdf |archive-date=November 23, 2018 |url-status=live |year=2011}}</ref>|green|101.4||1,014,345}}
{{bar pixel|2012<ref name="Finances2012">{{Cite report |url=https://www.nintendo.co.jp/ir/pdf/2012/120127e.pdf |title=Financial Results Briefing for the Nine-Month Period Ended December 2011 |date=January 27, 2012 |publisher=Nintendo |page=1 |access-date=September 2, 2015 |archive-url=https://web.archive.org/web/20160422210514/https://www.nintendo.co.jp/ir/pdf/2012/120127e.pdf |archive-date=April 22, 2016 |url-status=live}}</ref>|black|64.7||647,652}}
{{bar pixel|2013<ref name="Finances2013">{{Cite report |url=https://www.nintendo.co.jp/ir/pdf/2013/annual1303e.pdf |title=2013 Annual Financial Report |publisher=Nintendo |page=21 |access-date=September 3, 2015 |archive-url=https://web.archive.org/web/20150306013342/http://www.nintendo.co.jp/ir/pdf/2013/annual1303e.pdf |archive-date=March 6, 2015 |url-status=live |year=2011}}</ref>|black|63.5||635,422}}
{{bar pixel|2014<ref name="Finances2014" />|black|57.1||571,726}}
{{bar pixel|2015<ref name="Finances2015">{{Cite report |url=https://www.nintendo.co.jp/ir/pdf/2015/annual1503e.pdf |title=Annual Report 2015 for the fiscal year ended March 31, 2015 |publisher=Nintendo |page=1 |access-date=September 2, 2015 |archive-url=https://web.archive.org/web/20150918225811/http://www.nintendo.co.jp/ir/pdf/2015/annual1503e.pdf |archive-date=September 18, 2015 |url-status=live |year=2015}}</ref>|green|54.9||549,780}}
|caption=Nintendo's annual net sales in millions of [[yen]]<br />Note: Green indicates an operating income while black indicates an operating loss.
}}

Subsequent hardware units under Iwata's tenure, including the [[Nintendo 3DS]] and [[Wii U]], were not as successful as the DS and Wii, and Nintendo's finances took a downward turn starting in 2010.<ref name="Finances2012" /><ref name="Profitable2015" /> During the development phase of the 3DS, a handheld device featuring [[stereoscopic 3D]] without the need of accessories, Iwata stated that his background in technology helped keep Nintendo's engineers in line.<ref name="Time2015" /> It was hoped that the successor to the Nintendo DS would reinvigorate the company after profits began declining.<ref>{{Cite news |last=Osawa |first=Juro |date=January 10, 2011 |title=Nintendo's chief defends 3DS |url=https://www.wsj.com/articles/SB10001424052748704030704576071000866318220 |url-status=live |archive-url=https://web.archive.org/web/20160222152537/https://www.wsj.com/articles/SB10001424052748704030704576071000866318220 |archive-date=February 22, 2016 |access-date=September 3, 2015 |work=[[Wall Street Journal]] |publisher=[[Dow Jones & Company]]}}</ref> However, weak sales upon the release of the Nintendo 3DS caused the company's stock to fall by 12&nbsp;percent on July 29, 2011.<ref>{{Cite news |last=Sawa |first=Kazuyo |date=July 29, 2011 |title=Nintendo stock rout costs Yamauchi $300 million in one day |url=https://www.bloomberg.com/news/articles/2011-07-29/nintendo-s-yamauchi-loses-500-million-in-single-day-after-plunge-in-stock |url-status=live |archive-url=https://web.archive.org/web/20170912055200/https://www.bloomberg.com/news/articles/2011-07-29/nintendo-s-yamauchi-loses-500-million-in-single-day-after-plunge-in-stock |archive-date=September 12, 2017 |access-date=September 2, 2015 |publisher=[[Bloomberg L.P.]] |agency=[[Bloomberg News]]}}</ref> The console's poor sales prompted a price cut in August from its launch price of US$250 to US$170.<ref>{{Cite news |last=Olivarez-Giles |first=Nathan |date=July 28, 2011 |title=Nintendo 3DS price dropping to $170 |url=http://latimesblogs.latimes.com/technology/2011/07/nintendo-3ds-price-discount.html |url-status=live |archive-url=https://web.archive.org/web/20170614055626/http://latimesblogs.latimes.com/technology/2011/07/nintendo-3ds-price-discount.html |archive-date=June 14, 2017 |access-date=September 3, 2015 |work=[[Los Angeles Times]]}}</ref> Sales of the 3DS continually fell below expectations.<ref>{{Cite news |date=October 24, 2012 |title=Nintendo suffers ahead of Wii U launch |url=https://www.telegraph.co.uk/technology/video-games/nintendo/9630995/Nintendo-suffers-ahead-of-Wii-U-launch.html |url-status=live |archive-url=https://web.archive.org/web/20150926072356/http://www.telegraph.co.uk/technology/video-games/nintendo/9630995/Nintendo-suffers-ahead-of-Wii-U-launch.html |archive-date=September 26, 2015 |access-date=September 3, 2015 |work=[[The Daily Telegraph|The Telegraph]] |publisher=[[Telegraph Media Group]]}}</ref> Iwata later admitted in 2014 that he had misread the market and had not appropriately accounted for changing lifestyles since the launch of the Wii.<ref name="WSJ011714">{{Cite news |last=Negishi |first=Mayumi |last2=Kachi |first2=Hiroyuki |last3=Sherr |first3=Ian |date=January 17, 2014 |title=Nintendo sees loss on dismal Wii U sales |url=https://www.wsj.com/articles/SB10001424052702303465004579325760899958956 |url-status=live |archive-url=https://web.archive.org/web/20160222161556/https://www.wsj.com/articles/SB10001424052702303465004579325760899958956 |archive-date=February 22, 2016 |access-date=September 3, 2015 |work=[[Wall Street Journal]] |publisher=[[Dow Jones & Company]]}}</ref> He continually placed focus on family-oriented games despite declining popularity.<ref name="BB012114" />

The Wii U, released in November 2012,<ref>{{Cite magazine |last=Ewalt |first=David M. |date=September 13, 2012 |title=Nintendo Reveals Wii U Launch Date, Price, Details |url=https://www.forbes.com/sites/davidewalt/2012/09/13/nintendo-reveals-wii-u-launch-date-price-details/ |url-status=live |archive-url=https://web.archive.org/web/20170925084156/https://www.forbes.com/sites/davidewalt/2012/09/13/nintendo-reveals-wii-u-launch-date-price-details/ |archive-date=September 25, 2017 |access-date=September 3, 2015 |magazine=[[Forbes]]}}</ref> was sold below its production cost as Nintendo hoped for stronger software sales to alleviate ongoing losses.<ref>{{Cite news |last=Orland |first=Kyle |date=October 25, 2012 |title=Why Nintendo is losing money on each Wii U launch unit |url=https://arstechnica.com/gaming/2012/10/why-nintendo-is-losing-money-on-each-wii-u-launch-unit/ |url-status=live |archive-url=https://web.archive.org/web/20170708061018/https://arstechnica.com/gaming/2012/10/why-nintendo-is-losing-money-on-each-wii-u-launch-unit/ |archive-date=July 8, 2017 |access-date=September 3, 2015 |work=[[Ars Technica]] |publisher=[[Condé Nast]]}}</ref> The addition of [[High-definition video#HD in video gaming|HD graphics]], a feature not present in the original Wii, placed unexpected strain on development teams and led to software delays. Compounding the frustration of consumers was Iwata's disinterest in competitors such as Microsoft and Sony,<ref>{{Cite web |last=Sinclair |first=Brendan |date=July 5, 2013 |title=Miyamoto: We underestimated cost of HD development |url=http://www.gamesindustry.biz/articles/2013-07-05-miyamoto-we-underestimated-cost-of-hd-development |url-status=live |archive-url=https://web.archive.org/web/20170701191026/http://www.gamesindustry.biz/articles/2013-07-05-miyamoto-we-underestimated-cost-of-hd-development |archive-date=July 1, 2017 |access-date=September 8, 2015 |website=GamesIndustry.biz |publisher=Gamer Network}}</ref><ref>{{Cite web |last=Handrahan |first=Matthew |date=June 17, 2013 |title=Iwata: "We don't care about what other companies are doing" |url=http://www.gamesindustry.biz/articles/2013-06-17-iwata-we-dont-care-about-what-other-companies-are-doing |url-status=live |archive-url=https://web.archive.org/web/20170701190623/http://www.gamesindustry.biz/articles/2013-06-17-iwata-we-dont-care-about-what-other-companies-are-doing |archive-date=July 1, 2017 |access-date=September 8, 2015 |website=GamesIndustry.biz |publisher=Gamer Network}}</ref> both of which experienced similar issues during the releases of the [[Xbox 360]] and [[PlayStation 3]] respectively. Paul Tassi of ''Forbes'' claimed that Nintendo could have handled the change more efficiently by drawing lessons from Microsoft and Sony's transition to HD graphics.<ref>{{Cite magazine |last=Tassi |first=Paul |date=July 8, 2013 |title=Miyamoto Admits Nintendo Underestimated the Switch to HD |url=https://www.forbes.com/sites/insertcoin/2013/07/08/miyamoto-admits-nintendo-underestimated-the-switch-to-hd/ |url-status=live |archive-url=https://web.archive.org/web/20170925084343/https://www.forbes.com/sites/insertcoin/2013/07/08/miyamoto-admits-nintendo-underestimated-the-switch-to-hd/ |archive-date=September 25, 2017 |access-date=September 8, 2015 |magazine=[[Forbes]]}}</ref> The console ultimately failed to meet sales expectations and became the slowest-selling Nintendo platform, with 9.5&nbsp;million units sold by June 2015. Miyamoto attributed the lackluster sales to public misunderstandings of the console's concept and functionality.<ref>{{Cite magazine |last=Morris |first=Chris |date=June 23, 2015 |title=Shigeru Miyamoto: Why the Wii U crashed and burned |url=http://fortune.com/2015/06/23/shigeru-miyamoto-wii-u/ |url-status=live |archive-url=https://web.archive.org/web/20170925040004/http://fortune.com/2015/06/23/shigeru-miyamoto-wii-u/ |archive-date=September 25, 2017 |access-date=September 3, 2015 |magazine=[[Fortune (magazine)|Fortune]] |publisher=[[Time Inc.]]}}</ref> Iwata later admitted the console to be a failure as a successor to the Wii, with games being unable to showcase notable originality in the Wii U.<ref>{{Cite web |last=Makuch |first=Eddie |date=October 31, 2013 |title=Nintendo: We have failed to establish Wii U as a "worthy" Wii successor |url=http://www.gamespot.com/articles/nintendo-we-have-failed-to-establish-wii-u-as-a-worthy-wii-successor/1100-6415888/ |url-status=live |archive-url=https://web.archive.org/web/20131128013158/http://www.gamespot.com/articles/nintendo-we-have-failed-to-establish-wii-u-as-a-worthy-wii-successor/1100-6415888/ |archive-date=November 28, 2013 |access-date=September 3, 2015 |website=[[GameSpot]] |publisher=[[CBS Interactive]]}}</ref> The back-to-back failures of the 3DS and Wii U prompted Mitsushige Akino of Ichiyoshi Asset Management Co. to suggest that Iwata should resign from his position.<ref name="BB012114">{{Cite news |last=Amano |first=Takashi |last2=Yasu |first2=Mariko |date=January 21, 2014 |title=Nintendo's Iwata under dire after missing Wii U forecast |url=https://www.bloomberg.com/news/articles/2014-01-21/nintendo-s-iwata-under-fire-after-failing-to-meet-wii-u-pledge |url-status=live |archive-url=https://web.archive.org/web/20170912060712/https://www.bloomberg.com/news/articles/2014-01-21/nintendo-s-iwata-under-fire-after-failing-to-meet-wii-u-pledge |archive-date=September 12, 2017 |access-date=September 3, 2015 |publisher=[[Bloomberg L.P.]] |agency=[[Bloomberg News]]}}</ref>

Nintendo's overall net sales declined from its peak of ¥1.8&nbsp;trillion (US$18.7&nbsp;billion) in 2009 to ¥549&nbsp;billion (US$4.6&nbsp;billion) in 2015. Net income losses were incurred in 2012 and 2014.<ref name="Finances2009" /><ref name="Finances2015" /> In 2010, Nintendo revealed that Iwata earned a modest salary of ¥68 million (US$770,000), which increased to ¥187 million (US$2.11&nbsp;million) with performance based bonuses. In comparison, Miyamoto earned a salary of ¥100 million (US$1.13&nbsp;million).<ref>{{Cite web |last=Jenkins |first=David |date=June 29, 2010 |title=Nintendo boss earns $770,000 basic salary |url=http://www.gamesindustry.biz/articles/nintendo-boss-earns-$770000-basic-salary |url-status=live |archive-url=https://web.archive.org/web/20170822174122/http://www.gamesindustry.biz/articles/nintendo-boss-earns-$770000-basic-salary |archive-date=August 22, 2017 |access-date=July 19, 2015 |website=GamesIndustry.biz |publisher=Gamer Network}}</ref> Iwata voluntarily halved his salary in 2011 and 2014 as apologies for the poor sales while other members of the Nintendo board of directors had pay cuts of 20–30&nbsp;percent.<ref>{{Cite web |last=Pereira |first=Chris |date=July 29, 2011 |title=Iwata's Salary Cut in Half, 3DS Price Drop Explained |url=http://www.1up.com/news/iwata-salary-cut-half-3ds-price-drop-explained |url-status=dead |archive-url=https://web.archive.org/web/20150722053312/http://www.1up.com/news/iwata-salary-cut-half-3ds-price-drop-explained |archive-date=July 22, 2015 |access-date=July 19, 2015 |website=[[1UP.com]] |publisher=[[IGN]]}}</ref><ref>{{Cite web |last=Gaston |first=Martin |date=January 29, 2014 |title=Nintendo CEO slashes salary in half to apologise for Wii U losses |url=http://www.gamespot.com/articles/nintendo-ceo-slashes-salary-in-half-to-apologise-for-wii-u-losses/1100-6417409/ |url-status=live |archive-url=https://web.archive.org/web/20140209021337/http://www.gamespot.com/articles/nintendo-ceo-slashes-salary-in-half-to-apologise-for-wii-u-losses/1100-6417409/ |archive-date=February 9, 2014 |access-date=July 19, 2015 |website=[[GameSpot]] |publisher=[[CBS Interactive]]}}</ref> This also served to ensure the job security of Nintendo's employees, preventing workers from being laid off in order to improve short-term finances.<ref name="fun" /><ref name="73rdSH" /> In 2012, the company experienced its first operating loss since entering the video game market more than 30&nbsp;years earlier.<ref>{{Cite magazine |last=Kain |first=Erik |date=May 2, 2012 |title=Nintendo Reports First Annual Loss in Three Decades, Over $500 Million in the Red |url=https://www.forbes.com/sites/erikkain/2012/05/02/nintendo-reports-its-first-annual-loss-in-three-decades-over-500-million-in-the-red/ |url-status=live |archive-url=https://web.archive.org/web/20170823025002/https://www.forbes.com/sites/erikkain/2012/05/02/nintendo-reports-its-first-annual-loss-in-three-decades-over-500-million-in-the-red/ |archive-date=August 23, 2017 |access-date=September 3, 2015 |magazine=[[Forbes]]}}</ref> Losses continued for the next two years before the company finally returned to profitability at the end of the 2015&nbsp;fiscal year.<ref name="Finances2015" /><ref name="Profitable2015" /><ref>{{Cite news |date=April 26, 2012 |title=Nintendo posts first loss in 30 years |url=https://www.theguardian.com/technology/2012/apr/26/nintendo-posts-first-loss-30-years |url-status=live |archive-url=https://web.archive.org/web/20170822181244/https://www.theguardian.com/technology/2012/apr/26/nintendo-posts-first-loss-30-years |archive-date=August 22, 2017 |access-date=September 3, 2015 |work=[[The Guardian]] |agency=[[Associated Press]]}}</ref> The slight turnaround was largely attributed to blockbuster games such as [[Pokémon Omega Ruby and Alpha Sapphire|''Pokémon Omega Ruby'' and ''Alpha Sapphire'']] and [[Super Smash Bros. for Nintendo 3DS and Wii U|''Super Smash Bros. for Nintendo 3DS'' and ''Wii U'']].<ref name="Finances2015" /><ref name="Profitable2015">{{Cite magazine |last=Luckerson |first=Victor |date=May 7, 2015 |title=Why Nintendo is Suddenly Profitable Again |url=https://time.com/3850264/nintendo-sales-wii-u-3ds-universal-studios/ |url-status=live |archive-url=https://web.archive.org/web/20160304201209/http://time.com/3850264/nintendo-sales-wii-u-3ds-universal-studios/ |archive-date=March 4, 2016 |access-date=July 21, 2015 |magazine=[[Time (magazine)|Time]] |publisher=[[Time Inc.]]}}</ref>

In June 2013, Iwata took on the additional role of Nintendo of America's CEO.<ref>{{Cite web |last=Martin |first=Matt |date=April 24, 2013 |title=Iwata becomes CEO of Nintendo of America |url=http://www.gamesindustry.biz/articles/2013-04-24-iwata-becomes-ceo-of-nintendo-of-america |url-status=live |archive-url=https://web.archive.org/web/20170810212900/http://www.gamesindustry.biz/articles/2013-04-24-iwata-becomes-ceo-of-nintendo-of-america |archive-date=August 10, 2017 |access-date=July 12, 2015 |website=GamesIndustry.biz |publisher=Gamer Network}}</ref><ref name="iwatadeath">{{Cite press release |title=Notification of Death and Personnel Change of a Representative Director (President) |date=July 12, 2015 |publisher=Nintendo |url=https://www.nintendo.co.jp/ir/pdf/2015/150713e.pdf |access-date=July 13, 2015 |url-status=live |archive-url=https://web.archive.org/web/20150713000056/http://www.nintendo.co.jp/ir/pdf/2015/150713e.pdf |archive-date=July 13, 2015}}</ref> As one of his first changes as CEO, Iwata decided that they would not hold large press conferences at [[E3]], and instead have several smaller events, each aimed at a certain demographic.<ref>{{Cite web |last=Goldfarb |first=Andrew |date=April 23, 2013 |title=No Nintendo Press Conference at E3 2013 |url=http://www.ign.com/articles/2013/04/25/no-nintendo-press-conference-at-e3-2013 |url-status=live |archive-url=https://web.archive.org/web/20150611020826/http://www.ign.com/articles/2013/04/25/no-nintendo-press-conference-at-e3-2013 |archive-date=June 11, 2015 |access-date=July 12, 2015 |website=[[IGN]] |publisher=[[Ziff Davis]]}}</ref> While traveling to [[Tokyo]] in late 2013, Iwata sketched an idea for a series of physical toys that could connect with Nintendo's games. This concept soon developed into the [[Amiibo]] line of figures which launched less than a year later. Amiibo proved to be a huge success, with more than 6&nbsp;million figurines sold by the end of 2014, roughly a month after launch.<ref name="Time2015">{{Cite magazine |last=Peckham |first=Matt |date=March 18, 2015 |title=Exclusive: Inside Nintendo's Bold Plan to Stay Vibrant for the Next 125 Years |url=https://time.com/3749061/nintendo-mobile-gaming/ |url-status=live |archive-url=https://web.archive.org/web/20150428122714/http://time.com/3749061/nintendo-mobile-gaming/ |archive-date=April 28, 2015 |access-date=July 21, 2015 |magazine=[[Time (magazine)|Time]] |publisher=[[Time Inc.]]}}</ref> By March 2016, combined sales of figures and cards—a product released in 2015—exceeded 64&nbsp;million units, proving financially beneficial across all Nintendo platforms.<ref>{{Cite web |date=April 28, 2016 |title=Financial Results Briefing for Fiscal Year Ended March 2016 |url=https://www.nintendo.co.jp/ir/en/library/events/160428/03.html |url-status=live |archive-url=https://web.archive.org/web/20170209182803/https://www.nintendo.co.jp/ir/en/library/events/160428/03.html |archive-date=February 9, 2017 |access-date=May 1, 2016 |publisher=Nintendo |page=3}}</ref>

===Mobile market and Switch (2015)===
{{Main|Nintendo mobile games}}
[[File:Nintendo-Switch-wJoyCons-BlRd-Standing-FL.jpg|thumb|right|The Nintendo Switch in its handheld form with the [[Joy-Con]] controllers attached]]

In early 2010, the success of [[Apple Inc.]]'s mobile [[App Store (iOS)|App Store]] prompted concern among game developers that the medium was shifting to [[smart device]]s.<ref>{{Cite web |last=Rawson |first=Chris |date=March 4, 2010 |title=Nintendo not concerned about competition from Apple |url=https://www.engadget.com/2010/03/04/nintendo-not-concerned-about-competition-from-apple/ |url-status=live |archive-url=https://web.archive.org/web/20170925040043/https://www.engadget.com/2010/03/04/nintendo-not-concerned-about-competition-from-apple/ |archive-date=September 25, 2017 |access-date=September 3, 2015 |website=[[Engadget]] |publisher=[[AOL]]}}</ref> That July, Iwata acknowledged competition from Apple and considered them the "enemy of the future".<ref>{{Cite news |last=Bosker |first=Bianca |date=July 7, 2010 |title=Satoru Iwata, Nintendo CEO: Apple is the 'enemy of the future' |url=https://www.huffpost.com/entry/satoru-iwata-nintendo-ceo_n_568045 |url-status=live |archive-url=https://web.archive.org/web/20190705222225/https://www.huffpost.com/entry/satoru-iwata-nintendo-ceo_n_568045 |archive-date=July 5, 2019 |access-date=September 3, 2010 |work=[[The Huffington Post]] |publisher=[[AOL]]}}</ref> However, during an interview the following year, Iwata appeared entirely against the idea of Nintendo moving into the mobile market, claiming the company would "cease to be Nintendo" if they did so.<ref>{{Cite web |last=Thomas |first=Lucas M. |date=September 13, 2011 |title=Nintendo + Smartphones? Iwata Says "Absolutely Not" |url=http://www.ign.com/articles/2011/09/14/nintendo-smartphones-iwata-says-absolutely-not |url-status=live |archive-url=https://web.archive.org/web/20170730121534/http://www.ign.com/articles/2011/09/14/nintendo-smartphones-iwata-says-absolutely-not |archive-date=July 30, 2017 |access-date=September 3, 2015 |website=[[IGN]] |publisher=[[Ziff Davis]]}}</ref> He reasoned that mobile gaming would lack integrity over the quality of games in an effort to turn a profit. A slow shift in this view ensued over the following years as the mobile gaming market continued to grow.<ref name="Mobileturn">{{Cite web |last=Gilbert |first=Ben |date=March 17, 2015 |title=The history behind Nintendo's flip-flop on mobile gaming |url=https://www.engadget.com/2015/03/17/nintendo-mobile-iwata/ |url-status=live |archive-url=https://web.archive.org/web/20170925035847/https://www.engadget.com/2015/03/17/nintendo-mobile-iwata/ |archive-date=September 25, 2017 |access-date=September 3, 2015 |website=[[Engadget]] |publisher=[[AOL]]}}</ref> In 2012 he acknowledged that mobile devices provided significant competition but remained confident in his company's abilities.<ref>{{Cite web |last=Totilo |first=Stephen |date=August 21, 2012 |title=Unintimidated by Apple, Nintendo's Boss Says the World Still Needs Dedicated Gaming Handhelds |url=http://kotaku.com/5936557/unintimidated-by-apple-nintendos-boss-says-the-world-still-needs-dedicated-gaming-handhelds |url-status=live |archive-url=https://web.archive.org/web/20170925132133/https://kotaku.com/5936557/unintimidated-by-apple-nintendos-boss-says-the-world-still-needs-dedicated-gaming-handhelds |archive-date=September 25, 2017 |access-date=September 3, 2015 |website=[[Kotaku]] |publisher=[[Gawker Media]]}}</ref> In a message to shareholders in March 2014 fiscal year, Iwata stated, "...&nbsp;I believe that the era has ended when people play all kinds of games only on dedicated gaming systems."<ref name="2013QaA" /> He cited the convenience of mobile devices for quick entertainment and expansive capabilities over a handheld console's dedicated software.<ref name="2013QaA">{{Cite web |year=2014 |title=Second Quarter Financial Results Briefing for the 74th Fiscal Term Ending March 2014 – Q & A |url=https://www.nintendo.co.jp/ir/en/library/events/131031qa/index.html |url-status=live |archive-url=https://web.archive.org/web/20151028000847/http://www.nintendo.co.jp/ir/en/library/events/131031qa/index.html |archive-date=October 28, 2015 |access-date=September 3, 2015 |publisher=Nintendo}}</ref> Criticism arose over his continued stubbornness in moving to the mobile market,<ref name="stubborn" /> with analysts and investors continually requesting a change in outlook. Yoshihisa Toyosaki, president of Architect Grand Design Inc., claimed that "Nintendo is out of touch", referring to the company's history of ignoring outside input.<ref name="WSJ011714" /> This ultimately negatively influenced Nintendo's finances and popularity to a degree.<ref>{{Cite news |date=July 21, 2015 |title=The man who revolutionized gaming |url=http://www.japantimes.co.jp/opinion/2015/07/21/editorials/the-man-who-revolutionized-gaming/ |url-status=live |archive-url=https://web.archive.org/web/20150731085757/http://www.japantimes.co.jp/opinion/2015/07/21/editorials/the-man-who-revolutionized-gaming/ |archive-date=July 31, 2015 |access-date=September 3, 2015 |work=[[The Japan Times]] |publisher=Nifco}}</ref>

In March 2015, Iwata put part of Nintendo's focus on the growing [[mobile game]] market, creating a landmark partnership with mobile provider [[DeNA]] to publish games, as traditional hardware console sales began to falter.<ref name="ap" /><ref>{{Cite magazine |last=Peckham |first=Matt |date=March 18, 2015 |title=Exclusive: Nintendo CEO Reveals Plans for Smartphones |url=https://time.com/3748920/nintendo-mobile-games/ |url-status=live |archive-url=https://web.archive.org/web/20150423091350/http://time.com/3748920/nintendo-mobile-games/ |archive-date=April 23, 2015 |access-date=July 13, 2015 |magazine=[[Time (magazine)|Time]] |publisher=[[Time Inc.]]}}</ref> This came in contrast to Nintendo's previous business model which put focus on console exclusives to prompt people to buy their platforms.<ref>{{Cite web |last=Makuch |first=Eddie |date=October 30, 2013 |title=Nintendo explains why Mario is not on smartphones |url=http://www.gamespot.com/articles/nintendo-explains-why-mario-is-not-on-smartphones/1100-6415851/ |url-status=live |archive-url=https://web.archive.org/web/20140310031606/http://www.gamespot.com/articles/nintendo-explains-why-mario-is-not-on-smartphones/1100-6415851/ |archive-date=March 10, 2014 |access-date=July 21, 2015 |website=[[GameSpot]] |publisher=[[CBS Interactive]]}}</ref> Iwata emphasized that although Nintendo [[Intellectual property|IPs]] would be utilized in mobile games, the company would not compromise their integrity. He also stressed that the main goal would be to reach as many people as possible rather than which options would earn the most money, similar to the idea behind the Wii.<ref>{{Cite web |last=Makuch |first=Eddie |date=March 18, 2015 |title=Players More Important Than Money, Nintendo Pres. Says About Smartphone Deal |url=http://www.gamespot.com/articles/players-more-important-than-money-nintendo-pres-sa/1100-6426003/ |url-status=live |archive-url=https://web.archive.org/web/20170729002851/https://www.gamespot.com/articles/players-more-important-than-money-nintendo-pres-sa/1100-6426003/ |archive-date=July 29, 2017 |access-date=July 21, 2015 |website=[[GameSpot]] |publisher=[[CBS Interactive]]}}</ref> After the partnership with DeNA was established, Iwata reiterated his stance that the common [[free-to-play]] type mobile games, which he referred to as "free-to-start", threatened the future quality of games.<ref name="Mobileturn" /><ref>{{Cite magazine |last=Peckham |first=Matt |date=March 23, 2015 |title=8 More Fascinating Things Nintendo CEO Satoru Iwata Told Time |url=https://time.com/3747342/nintendo-ceo-satoru-iwata/ |url-status=live |archive-url=https://web.archive.org/web/20150401124358/http://time.com/3747342/nintendo-ceo-satoru-iwata/ |archive-date=April 1, 2015 |access-date=September 20, 2015 |magazine=[[Time (magazine)|Time]] |publisher=[[Time Inc.]]}}</ref> He also emphasized that the business model for these games did not match with the core values of Nintendo and could not serve as the basis of "long-lasting relationship with [Nintendo's] customers".<ref>{{Cite magazine |last=Yuji Nakamura |date=February 2, 2017 |title=Nintendo Plays With Fire |url=https://www.bloomberg.com/news/articles/2017-02-02/nintendo-plays-with-fire |url-status=live |archive-url=https://web.archive.org/web/20170902092908/https://www.bloomberg.com/news/articles/2017-02-02/nintendo-plays-with-fire |archive-date=September 2, 2017 |access-date=February 5, 2017 |magazine=Bloomberg Business}}</ref>

Iwata oversaw development of the [[Nintendo Switch]] through the final months of his life, serving as the console's head developer. In a February 2017 interview with the magazine [[Time (magazine)|''Time'']], Miyamoto believed Iwata's goal for the system was to make it portable and allow communication between people. Iwata focused on the technical aspects of the device during this stage.<ref>{{Cite web |last=Ashcraft |first=Brian |date=February 15, 2017 |title=Satoru Iwata Put Lots Of Thought Into The Nintendo Switch, Says Miyamoto |url=http://kotaku.com/satoru-iwata-put-lots-of-thought-into-the-nintendo-swit-1792378208 |url-status=live |archive-url=https://archive.today/20170215191423/http://kotaku.com/satoru-iwata-put-lots-of-thought-into-the-nintendo-swit-1792378208 |archive-date=February 15, 2017 |access-date=March 18, 2017 |website=[[Kotaku]] |publisher=[[Gawker Media]]}}</ref>

===Public relations===
{{See also|List of Iwata Asks interviews|List of Nintendo Direct presentations}}
[[File:Satoru Iwata E3 2012 holding bananas.jpg|thumb|right|alt=Refer to caption|Iwata was well known for incorporating his humor into his Nintendo Direct videos, such as during a pre-recorded video shown at [[E3 2012]] when he stared at bananas in silence for several seconds before turning to the camera.<ref name="kotaku banana">{{Cite web |last=Ashcraft |first=Brian |date=June 6, 2012 |title=Nintendo Proves There's Nothing as Bananas as Holding&nbsp;... Bananas |url=http://kotaku.com/5916119/nintendo-proves-theres-nothing-as-bananas-as-holdingbananas |url-status=live |archive-url=https://archive.today/20151116000242/http://kotaku.com/5916119/nintendo-proves-theres-nothing-as-bananas-as-holdingbananas |archive-date=November 16, 2015 |access-date=July 19, 2015 |website=[[Kotaku]] |publisher=[[Gawker Media]]}}</ref>]]

During the earlier years of his presidency at Nintendo, Iwata would often forgo media appearances, unless new hardware was being announced, in order to spend more time programming.{{sfn|Hasegawa|2010|p=46}} However, his attitude towards this changed, and he eventually became a prominent part of Nintendo's public relations. Iwata helped Nintendo to improve relations with its fans by regularly responding to them through social media,<ref name="time why mattered" /> and he shared insights on Nintendo's employees, games, and hardware through his interview series [[Iwata Asks]].<ref name="wired" /> Inspiration for this series, which began in September 2006, stemmed from Iwata's background as a game programmer and his curiosity of the mindset of other developers.<ref>{{Cite web |year=2015 |script-title=ja:社長が訊く リンク集 |url=https://www.nintendo.co.jp/corporate/links/ |url-status=live |archive-url=https://web.archive.org/web/20150723075625/http://www.nintendo.co.jp/corporate/links/ |archive-date=July 23, 2015 |access-date=July 22, 2015 |publisher=Nintendo |language=ja}}</ref><ref>{{Cite web |last=Iwata |first=Satoru |year=2011 |title=Nintendo 3DS Third Party Game Developers |url=http://iwataasks.nintendo.com/creators.html |url-status=live |archive-url=https://web.archive.org/web/20170206105938/http://iwataasks.nintendo.com/creators.html |archive-date=February 6, 2017 |access-date=July 21, 2015 |series=Iwata Asks |publisher=Nintendo}}</ref> These interviews often showcased the friendly camaraderie between Iwata and other members of Nintendo as jokes and laughter were commonplace.<ref name="nytimes" /> They also revealed a different side of the normally secretive Nintendo: openness to discuss some of the inner workings of the company.<ref>{{Cite web |last=Leong |first=Bernard |date=August 15, 2015 |title=Analyse Asia 50: A tribute to Satoru Iwata & Nintendo's future with Serkan Toto |url=https://www.techinasia.com/talk/analyse-asia-50-tribute-satoru-iwata-nintendos-future-serkan-toto/ |url-status=live |archive-url=https://archive.today/20151116000211/https://www.techinasia.com/talk/analyse-asia-50-tribute-satoru-iwata-nintendos-future-serkan-toto/ |archive-date=November 16, 2015 |access-date=August 25, 2015 |publisher=Tech In Asia}}</ref>

In 2011, Iwata helped to institute [[Nintendo Direct]], a series of online press conferences open to all that revealed upcoming Nintendo games and products outside of typical industry channels.<ref name="time why mattered" /> These videos were often quirky and humorous, reflecting the personality of Iwata himself.<ref name="Eurogamer" /> This stood completely against the generally serious tones displayed by Sony and Microsoft.<ref name="ArsTech0713" /> One such video displayed a mock battle between him and Nintendo of America President [[Reggie Fils-Aimé]] to showcase the inclusion of [[Mii]] characters, Nintendo digital [[Avatar (computing)|avatars]], in ''Super Smash Bros. for Nintendo 3DS'' and ''Wii U''.<ref name="time why mattered" /><ref>{{Cite web |last=Corriea |first=Alexa Ray |date=June 10, 2014 |title=You can import your Mii to fight in the next Super Smash Bros. |url=http://www.polygon.com/e3-2014/2014/6/10/5792076/super-smash-bros-wii-u-mii-fighter |url-status=live |archive-url=https://web.archive.org/web/20170824093119/https://www.polygon.com/e3-2014/2014/6/10/5792076/super-smash-bros-wii-u-mii-fighter |archive-date=August 24, 2017 |access-date=July 19, 2015 |website=[[Polygon (website)|Polygon]] |publisher=[[Vox Media]]}}</ref> These frequently spurred the creation of [[Internet meme]]s; such memes include the phrase "please understand" which was often used by Iwata for delays or other negative news, adding "[Iwata laughs]" to forum posts as a reference to his frequent laughter in segments of Iwata Asks, and images of Iwata staring silently at a bunch of bananas as part of a pre-recorded [[E3 2012]] video to promote the ''[[Donkey Kong]]'' franchise.<ref name="Guardian0713" /><ref name="kotaku banana" /><ref>{{Cite news |last=Ap |first=Tiffany |date=July 13, 2015 |title=Fans mourn death of Nintendo President Satoru Iwata |url=http://www.cnn.com/2015/07/13/world/nintendo-ceo/ |url-status=live |archive-url=https://web.archive.org/web/20170824051905/http://www.cnn.com/2015/07/13/world/nintendo-ceo/ |archive-date=August 24, 2017 |access-date=July 19, 2015 |work=[[CNN]] |publisher=[[Turner Broadcasting System]]}}</ref><ref>{{Cite news |date=July 13, 2015 |title=Nintendo's Satoru Iwata: Gamers pay tribute |url=https://www.bbc.com/news/world-asia-33505823 |url-status=live |archive-url=https://web.archive.org/web/20150910184813/http://www.bbc.com/news/world-asia-33505823 |archive-date=September 10, 2015 |access-date=September 1, 2015 |publisher=[[BBC]]}}</ref>

As a byproduct of his presence in Iwata Asks and Nintendo Direct, Iwata became the public face of Nintendo.<ref name="ArsTech0713">{{Cite news |last=Walton |first=Mark |date=July 13, 2015 |title=Without Iwata, what does the future hold for Nintendo? |url=https://arstechnica.com/gaming/2015/07/without-iwata-what-does-the-future-hold-for-nintendo/ |url-status=live |archive-url=https://web.archive.org/web/20170106080708/https://arstechnica.com/gaming/2015/07/without-iwata-what-does-the-future-hold-for-nintendo/ |archive-date=January 6, 2017 |access-date=July 31, 2015 |work=[[Ars Technica]] |publisher=[[Condé Nast]]}}</ref> Iwata enjoyed conversing with reporters and would prepare stories in advance to entertain them. Even when time did not allow, he would mingle with interviewers and chat casually.<ref name="FavoriteGame">{{Cite magazine |last=Chikushi |first=Yuji |year=2015 |title=Iwata-san, What is Your Favorite Game? A reporter's reflection of the late Nintendo CEO's personality |url=http://ignition.co/315 |url-status=dead |archive-url=https://web.archive.org/web/20150914023104/http://ignition.co/315 |archive-date=September 14, 2015 |access-date=August 15, 2015 |magazine=Toyo Keizai Online |publisher=[[Toyo Keizai]]}}</ref>

===Other projects===
Iwata assisted in the founding of [[Creatures Inc.]] and [[The Pokémon Company]] which were established in 1995 and 1998, respectively, by Tsunekazu Ishihara.<ref>{{Cite interview |last=Morimoto |first=Shigeki |interviewer=Satoru Iwata |title=Pokémon HeartGold Version & SoulSilver Version: Just Making the Last Train |last2=Ishihara |first2=Tsunekazu |url=https://iwataasks.nintendo.com/interviews/#/ds/pokemon/0/0 |access-date=July 12, 2015 |archive-url=https://web.archive.org/web/20180619204053/http://iwataasks.nintendo.com/interviews/#/ds/pokemon/0/0 |archive-date=June 19, 2018 |url-status=live |publisher=Nintendo |date=September 4, 2009 |subject-link1=Shigeki Morimoto |series=Iwata Asks}}</ref><ref name="TPCcoord">{{Cite interview |last=Morimoto |first=Shigeki |interviewer=Satoru Iwata |title=Pokémon HeartGold Version & SoulSilver Version: Just Being President Was A Waste! |last2=Ishihara |first2=Tsunekazu |url=https://iwataasks.nintendo.com/interviews/#/ds/pokemon/0/2 |access-date=July 12, 2015 |archive-url=https://web.archive.org/web/20180619204053/http://iwataasks.nintendo.com/interviews/#/ds/pokemon/0/2 |archive-date=June 19, 2018 |url-status=live |publisher=Nintendo |date=September 4, 2009 |subject-link1=Shigeki Morimoto |series=Iwata Asks}}</ref> Iwata later coordinated licensing changes domestically and internationally with The Pokémon Company when it became its own entity.<ref name="TPCcoord" /> In 1998, Iwata helped his colleague and personal friend [[Shigesato Itoi]] establish [[Hobonichi]] by working as the company's IT Manager. He acquired this position after being asked by Itoi one month prior to the June 6 launch date to arrange a website and the company's technical systems, to which Iwata complied. Iwata personally enjoyed the role and even still held the position in 2007, despite running Nintendo full-time by this point.<ref>{{Cite interview |last=Iwata |first=Satoru |interviewer=[[Shigesato Itoi]] |title=Reminiscence of the IT Manager |url=http://www.1101.com/iwata/2007-09-14.html |access-date=July 16, 2015 |archive-url=https://web.archive.org/web/20150821062125/http://www.1101.com/iwata/2007-09-14.html |archive-date=August 21, 2015 |url-status=live |work=1101.com |publisher=[[Hobo Nikkan Itoi Shinbun]] |date=September 10, 2007 |page=11 |language=en, ja}}</ref> Soon after his promotion to president of Nintendo, Iwata assigned himself to a development team at HAL Laboratory working on ''[[Super Smash Bros. Melee]]'', for the GameCube, to continue his programming passion.<ref name="BBC0713" /><ref name="GDC2005"/> Stemming from his work with the ''Brain Age'' series, Iwata assisted in producing educational games such as ''[[Kanji Sonomama Rakubiki Jiten DS]]'', ''[[English Training: Have Fun Improving Your Skills!]]'', and ''Imasara Hito ni Kikenai Otona no Joushikiryoku Training DS''.{{sfn|Inoue|2009|pp=79–80}} He also worked on ''[[Animal Crossing]]'', [[Mario (franchise)|''Mario'']], ''[[Metroid Prime]]'', and ''[[The Legend of Zelda]]'' series of games, among others.<ref name="IGNprofile" /><ref name="rolling stone">{{Cite magazine |last=Kreps |first=Daniel |date=July 13, 2015 |title=Satoru Iwata, President and CEO of Nintendo, Dead at 55 |url=https://www.rollingstone.com/culture/news/satoru-iwata-president-and-ceo-of-nintendo-dead-at-55-20150713 |url-status=live |archive-url=https://web.archive.org/web/20150715191827/http://www.rollingstone.com/culture/news/satoru-iwata-president-and-ceo-of-nintendo-dead-at-55-20150713 |archive-date=July 15, 2015 |access-date=July 13, 2015 |magazine=[[Rolling Stone]] |publisher=[[Wenner Media]]}}</ref> He also had a cameo in ''[[WarioWare: Smooth Moves]]''.<ref>{{Cite magazine |last=Parkin |first=Simon |date=July 13, 2015 |title=Postscript: Satoru Iwata (1959–2015) |url=http://www.newyorker.com/tech/elements/postscript-satoru-iwata-nintendo-president |url-status=live |archive-url=https://web.archive.org/web/20150713222034/http://www.newyorker.com/tech/elements/postscript-satoru-iwata-nintendo-president |archive-date=July 13, 2015 |access-date=July 13, 2015 |magazine=[[The New Yorker]] |publisher=[[Condé Nast]]}}</ref> Iwata partook in the development of ''[[Pokémon Go]]'', an [[augmented reality]] mobile game, starting in 2013. The game was publicly revealed in September 2015, two months after his death.<ref>{{Cite news |last=Morris |first=Chris |date=September 11, 2015 |title=Pokémon leads Nintendo's mobile charge |url=http://www.nbcnews.com/tech/tech-news/pokemon-leads-nintendos-mobile-charge-n425706 |url-status=live |archive-url=https://web.archive.org/web/20170924141250/https://www.nbcnews.com/tech/tech-news/pokemon-leads-nintendos-mobile-charge-n425706 |archive-date=September 24, 2017 |access-date=September 11, 2015 |work=[[NBC News]]}}</ref><ref>{{Cite news |last=Kurtenbach |first=Elaine |date=September 11, 2015 |title=Pokemon Go for iOS, Android devices will allow players to bring 'pocket monsters' into the real world |url=http://business.financialpost.com/fp-tech-desk/post-arcade/pokemon-go-for-ios-android-devices-will-allow-players-to-bring-pocket-monsters-into-the-real-world |url-status=live |archive-url=https://web.archive.org/web/20150912204340/http://business.financialpost.com/fp-tech-desk/post-arcade/pokemon-go-for-ios-android-devices-will-allow-players-to-bring-pocket-monsters-into-the-real-world |archive-date=September 12, 2015 |access-date=September 11, 2015 |work=Financial Post |publisher=[[Postmedia Network]] |agency=[[Associated Press]]}}</ref>