Nintendo's President, Satoru Iwata, recently announced in a letter to shareholders and investors that over the next 10 years, the company will try to achieve "a platform business that improves people's [quality of life] in enjoyable ways." Iwata also reminds whom it may concern of how Nintendo, over the past decade, has held focus on "offering products which can be enjoyed by everyone regardless of age, gender or gaming experience."
This change of focus should not come to consumers as a total surprise. In fact, this is arguably a predictable change considering promotion for the Wii console included information on how certain games are designed to keep the player moving, and thus providing a healthy activity which almost anyone can enjoy. This may lead some to believe that deep down, over the past few years or so, this focus was already under consideration. There must have been some thoughts of a shift in focus considering less than two months ago Nintendo announced plans to develop heart-monitoring technology. With past announcements made by Nintendo and the Wii console itself in mind, it seems pretty logical that Nintendo would be making such a cross-over.
Iwata continues to explain, "We have set 'health' as the theme for our first step and we will try to use our strength as an entertainment company to create unique approaches that expand this business. Through our new endeavors with the [quality of life]-improving platform, we strive to further promote our existing strategy of expanding our user base, create an environment in which more people are conscious about their health and in turn expand Nintendo's overall user base." All-in-all, it seems video games will still be the primary business of Nintendo, but Iwata notes that he believes the new shift of focus will move the company closer to fulfilling its motto, "The True Value of Entertainment Lies in Individuality."
Although some may see the aforementioned shift of focus as a sort of stretch or too dynamic of a change, it is reasonably believable that most Nintendo fans will take the change well and embrace it. After all, Iwata points out, 125 years ago Nintendo started out selling Japanese playing cards known as Hanafuda. From this point Nintendo "has innovated itself from a playing card company to a toy company, a toy company to an electronic toy company and finally from an electronic toy company to a company developing video game platforms." Obviously Nintendo is no stranger to trying new things and has continued to succeed over the years. Despite what shifts in focus may come, it is reasonable to believe Nintendo will continue to provide entertainment which surprises, entertains, and pleases its consumers and will thrive as a company.