Reggie Fils-Aimé

American businessman

Reginald "Reggie" Fils-Aimé (born March 1961) was the President and Chief Operating Officer of Nintendo of America.

Reggie Fils-Aimé in 2006



On Games and the Games Industry

  • The graveyard of any industry is filled with the headstones of companies who decided to keep doing things the same old way. Playing only on the margin, making things just a little bit better. That strategy works....for a while, but ultimately it's fatal. Over the years our industry has come to accept progress simply by what’s on the screen.
  • The game is fun. The game is a battle. If it's not fun, why bother? If it's not a battle, where's the fun?

On his popularity

  • The fans are great, you know, I have to tell you a story. After E3, I immediately go into interviews and other meetings. I get a phone call from my son, who is now 16 years old, telling me, "Dad, you're famous. You got all these things on the web!" And I'm, like, "You're kidding me!" I didn't know what was going on. And we had all these fansites and all this information floating around. They called it the Reggielution and they called me the Reggienator. It was pretty fun.
    • Source: Youtube
    • Commenting on his fanbase that arose following his appearance at E3 2004

On "kickin' ass and takin' names"

  • My name is Reggie. I'm about kickin' ass, I'm about takin' names, and we're about makin' games.[citation needed]
    • Source: E3 2004 Press Conference, [1]
  • Mr. Iwata, perhaps this year I can just take the names and you can kick know...
    • Source: E3 2006 Press Conference, Youtube
  • At least I don't need a sword to kick ass and take names, alright
    • Source: E3 2012 Press Conference, Youtube

On violence in video games

  • There's been nothing proven that violence in video games has an impact. As a parent though, and I'm a parent for a 20-year-old, for a 16-year-old and for a 10-year-old, and so, you know, I make choices everyday for my kids as to what games I think is appropriate for them to play. And, you know, in the end it's up to the parents, it's up to the gamers themselves working with their parents, if they're under 21, to make the smartest choice for the games they play.
  • The government is already involved from an entertainment standpoint. I mean, they regulate a large part of our entertainment. What we're trying to do as an industry is be proactive and drive it much more positively, much more effectively, than the government can, and that's what the ESA is all about[....]We think we're doing a pretty effective job, and certainly from an Nintendo perspective, we think the ESA is the way to go.
    • Source: YouTube
    • Addressing regulation in the gaming industry as well as criticism of video game violence by Jack Thompson
  • It's a new day. A new day for me, and a new day for Nintendo.
  • Over the years, I know you've heard a lot of Nintendo people say, "we're all about the games". Well, guess what? We are. Whether you're talking about Donkey Kong or Tetris, Madden or Mario, Metal Gear or Resident Evil, he with the best games wins. Always been that way, always will.
  • I hope if we've done anything, it's to show you that this is a new day for Nintendo. We remain all about the game, all about the gamer, or in other words, all about you.
  • Now I know many of you today walked in with numbers already swimming in your heads: 360, 16x9, 1080, 8.2 GHz. Well, we'd like to add one more number to the mix. And that number is two.
    • Source: E3 2005 Press Event[specific citation needed]
    • Reference to the big numbers in hardware power and specifications that Microsoft and Sony had mentioned about their upcoming video game consoles
    • '2' refers to Nintendo having sold two billion games since the NES
  • If you're ready to move beyond pure numbers, to a place where your right brain can envision the best in innovation and the best in gameplay improvement, well, you've come to the right place.
  • Nintendo's way is to challenge conventional thinking. Not just for the sake of doing things differently, but to do things better.

On market expansion

  • We're working to overcome the overly macho nature of the current online console game world, where a handful of the high testosterone crowd fight for supremacy, while the mass of casual game players stay away.
  • The key here are two little words: the word 'or' and the word 'and'. Nintendo is not an or company, with games devoted to just this group or that group. We're an and company, with games for this group and that group and for groups that don't even call themselves gamers yet.
  • Do you know anyone who's never watched TV, never seen a movie, never read a book? Of course not. So let me ask you one more question. Do you know someone, maybe even in your own family, who's never played a video game? I bet you do. How can this be? If we want to consider ourselves a true mass medium, if we want to grow as an industry, this has to change.
    • Source: E3 2006 Press Conference, YouTube
  • I like to think of it like buying a car. Admit it. Your left brain looks at a vehicle in terms of the numbers. What's the horsepower? The towing capacity? The 0-60? That's our competitor's approach. But your right brain is different. There's only one question out there: sitting behind the wheel, where will this baby take me? In other words, do you want to go just a little bit faster, down the same streets you've always driven, or down a new road, to places you've never seen before? That's the difference with Nintendo DS.
  • Nintendo DS is not standing still. As a tenth serious competitor decides to make a run at Game Boy, DS raises the bar on portable gaming, before they even get started.
  • To date, global sellthrough for Nintendo DS stands at over 5 million, or more than twice the level for the PSP. Now, I know what some of you are thinking: "Well, the PSP hasn't arrived in Europe yet." So we got there when we said we would, and they didn't. You know what? That's Sony's issue, not my problem.
  • You came to LA this week to peek into the future. But if all you want is next generation, you're in the wrong place. Because what you'll see from Nintendo is not just 'next'. Instead, it's what's absolutely new. What we're unveiling is the next leap in gaming; to a place where playing is no longer just about looks--it's about the feel. Where it's no longer confined to just the few--it's about everyone. And most of all, the next leap is not about what you see, because what you see is not always what you get. The next leap is about playing, because playing is believing.
    • Source: E3 2006 Press Conference Opening Comments, YouTube
  • We want to thank everyone who wrote good things about it the day you heard it--both of you.
  • Let's face it. The bottom line of every E3 is simple: what's hot and what's not. Here's our take. What's hot is the feel of the game, the look is secondary. What's hot is the next leap, not just a small step. It's hot if it's disruptive, it's not if it's predictable. The future of our industry is inclusion, not exclusion. It's about the heat of emotion, not the chill of technology. We know that the future is right here. Wii and the DS represent the same thing: risk.
    • Source: E3 2006 Closing statements, YouTube
  • My body is ready.
    • Source: E3 2007, YouTube
    • Reggie making a declaration to the world before testing the Wii Fit.

On Nintendo's competitors

  • Are my competitors making some mistakes? Yes they are. But I'll tell you this: Sony is a formidable company and I respect them and I don't take them lightly. We have to do what we need to do, let them do what they're going to do. If they continue to make mistakes, that's their problem, not mine. We are focused on making sure that we are going to be successful.
  • One of our competitors is a manufacturer in Japan who wants to capture every one of your entertainment dollars transporting all your content between all of your electronic devices on their memory sticks. We are not that company. And there is another company out there who doesn't care what you do, as long as you do it on their operating system. We are not that company either.
  • If competitors don't like our two to one advantage, dominating market share with both SP and DS, well, I've got bad news. Because we just made it two and a half to one.
  • That's Sony's issue, not my problem.
  • Shortly before Shigeru Miyamoto's keynote was about to start, Reggie himself was taking the time to sign autographs and pose for pictures, when one gamer shouted out something from the crowd.
"Kick his ass and take his name!" someone shouted from a few rows behind me.
"Who?" answered Reggie in mid-autograph.
"Phil Harrison, front row!” Sure enough, there was Phil Harrison, seated dead center, front row.
With a grin and a chuckle, Reggie replies, "Some would say we’ve already done that."