Hiya.

[SEMI-RANT]

A while back (quite a while...) I think it was these forums where someone was talking about game publishers, and the Head Honcho's of game companies...and how they seem to be complaining more and more about "lack of income", or "too much gamer diversity/competition", etc. The seem to blame things on the gamers for some reason; if their game isn't selling its because the gamers are being unreasonable/stingy/etc., or (their most favoritistest of whipping boys..."pirates").

Now, I ask you. This is a quote from Reggie Fils-Aime, COO of Nintendo (America, I think). And he quotes:

Quote:

---

"From our perspective, this industry is about entertainment and it's about driving a consumer interface and engagement with content."

---

I've read this time and time again...and I can't figure it out. Is this even english? What the hallibut does "...driving a consumer interface and engagement with content" even mean?

Maybe if the CEO's and COO's actually were even remotely interested in how their target audience talks or if they, themselves, picked up and played a video game, it'd help.

[/SEMI-RANT]

I'll take a stab:

Quote:

---

"From our perspective, this industry is about entertainment

---

No problem here...

Quote:

---

and it's about driving

---

Driving as in the industry motivates the customers, drives them to new and better entertainment

Quote:

---

a consumer interface and engagement with content

---

I'm guessing this is the line that is buggy. While it does indeed sound like business mumbo-jumbo, what it's trying to say with "consumer interface" is in the root meaning of interface... to touch, to interact, to share. And "engagement with content" means that the game content is what is keeping you in the game, be it the fact that it's a Mario game or that the gameplay is so unique.

So all he is saying is games are about fun and we (nintentdo) are here to push forward the interaction of our consumers through our content...

...so yeah, basically business mumbo-jumbo!!!!

Translated to consumer-english:

"From our perspective, this industry is about entertainment and it's about driving a consumer interface and engagement with content."

"We think that Nintendo does his job to entartain gamers. We are giving ("selling") gamers products for their needs."

I think what he was trying to say was; "hey, it's stupid; we thought of and made all these wonderful games, but no-one is playing our *cough* refreshing and original *cough* games, which is sad because our brilliant *cough* games will take this kind of entertainment to the next level."

I think it's bad judgment all together from that guy, did he even wonder what kind of games we would like or did he simply want to stubbornly release a game nobody might have bought even if it wás a good game?? Hehehe, if people want to make niche games, make sure there's a niche to begin with ...

(by the way, I think Nintendo ís doing a great job with their games, some blame them to be unoriginal, although true to some extent, I tend to disagree when looking at the big picture.)

Cheers

Nintendo's marketing stratagy is developing inovative ways of interacting with games. That is why he is stressing the interface and "engaging" content rather than bleeding-edge technology and immersion.

It's working, too. The Nintendo DS, in it's short life, has almost sold as many units as the Play Station 2. Currently in Japan, all of the top ten selling games are for the Wii (which also sells like hot-cakes).

Hiya.

Yeah, after a couple reads, I figured he was trying to sound "extra-intelligent" for his share holders. Make them think his used of words somehow relates to his expertise with games.

Here's my transalation:

"We at Nintendo want to make games people find fun and engaging to play".

Yeah. That sounds better.

It's not about what sounds nice and what not. It's just business language to make it complex to understand and a way to make consumers think "okay, I think I understand now let's translate this so it gives positive affection to me" where actually they ment that they don't sell good (or something) and then they had to make "official" publiciations of <insert minglemongle and new relase here>.



just some rant about how business works

The Nintendo translations are always a bit funny. But this is much better than some of the Sony quotes from Ken Kutaragi:

"It’s probably too cheap…" - talking about the PS3 price.
"[the PS3] is not a game machine…" - talking about the PS3 hardware.
"We do not care." - talking about competing with Nintendo
“[our goal is] for consumers to think to themselves 'I will work more hours to buy one'..." - preparing consumers for the $600 price tag.

LOL! I'm particularily fond of the last one... Man, those guys really know how to sweet-talk their consumers!

I wouldn't be surprised if that last translation was correct though ... it does fit the Japanese culture so to speak,

Cheers