Why Nintendo Doesn't Care About Marketing

Summary

The speaker reflects on their transition from Electronic Arts to Nintendo, highlighting Nintendo's developer-driven approach to game creation, which contrasts with the marketing-heavy focus at EA. They praise the freedom developers had at Nintendo, where marketing played a supportive role, focusing on packaging rather than influencing game design. The speaker also admires the leadership of Reggie Fils-Aimé and the importance of nurturing creativity without interference, which contributed to the success of Retro Studios. The speaker emphasizes how this philosophy helped create pure and successful products, free from corporate pressures.

Takeaways

• 😀 The transition from Electronic Arts to Nintendo marked a shift from a marketing-driven to a developer-driven philosophy in game creation.
• 😀 Nintendo's approach to marketing involved developers determining what to create, without input or pressure from marketing or focus groups.
• 😀 Focus groups are disliked by the speaker, who sees them as disruptive to the creative process.
• 😀 Nintendo's development model allows for pure, untainted creativity, free from external pressures like Wall Street or Hollywood.
• 😀 Marketing at Nintendo was more supportive to development, providing the necessary assets for promotion but not interfering with the development process.
• 😀 Unlike many companies where marketing drives the development process, Nintendo allows developers to focus on the game and leaves marketing to sell it.
• 😀 The speaker emphasizes the importance of not being influenced by competition and other games in the market, which is something Nintendo values.
• 😀 The speaker has grown to appreciate Nintendo's independent approach as they experience how other companies operate.
• 😀 Reggie Fils-Aimé, the marketing leader at Nintendo, embraced the philosophy of supporting development and was highly regarded by the team.
• 😀 Retro Studios thrived under the leadership of Reggie Fils-Aimé and other supportive figures like Mr. Aonuma, who understood the importance of allowing developers to express their creativity.
• 😀 The success of Retro Studios can be attributed to the freedom and support they received from key figures at Nintendo, especially during the development phase.

Q & A

What was the major difference between working at Electronic Arts and Nintendo, according to the speaker?

The speaker highlights that Electronic Arts had a very marketing-heavy philosophy, where marketing dictated game development, while at Nintendo, developers decided what to make, and marketing's role was just to sell it. This allowed for a more pure and creative development process without interference from focus groups or outside demands.

How does the speaker feel about focus groups in the game development process?

The speaker strongly dislikes focus groups, calling them the 'bane of my existence.' They believe that such groups disrupt the creative process and lead to unnecessary changes, like altering the color of an item or forcing irrelevant licensing deals.

What does the speaker believe is a key reason for Nintendo's success?

The speaker believes Nintendo's success is rooted in the purity of its products. Since the development is driven by the spirit of the developers rather than by external pressures from Wall Street or marketing, Nintendo games maintain a strong focus on quality and creativity.

What role did Reggie Fils-Aimé play in the development and marketing at Nintendo?

Reggie Fils-Aimé played a significant role in overseeing marketing at Nintendo, supporting the developers' vision and ensuring that the marketing team packaged and presented the games effectively. His leadership helped maintain a strong connection between development and marketing without undermining the creative process.

How does the speaker view the relationship between development and marketing at other companies compared to Nintendo?

The speaker contrasts Nintendo's approach with other companies where marketing sometimes seems to dictate the direction of game development. In these cases, marketing takes precedence over the creative process, which the speaker believes negatively impacts the quality of the games.

How did Nintendo's approach to marketing benefit the development team?

Nintendo's approach to marketing, where marketing handled the assets and presentations without excessive interference, allowed the development team to focus on refining and debugging the game. This separation of responsibilities helped the developers remain focused during critical post-production phases.

What role did Mr. Iwata, former Nintendo president, play in the company's development philosophy?

Mr. Iwata, a former developer himself, understood the importance of allowing developers to project their creativity and enthusiasm into their projects without interference. His leadership helped shape Nintendo's development philosophy, which prioritized creative freedom.

How often did Reggie Fils-Aimé visit Retro Studios, and what was his relationship with the team?

Reggie Fils-Aimé visited Retro Studios about every six to nine months. The development team held him in high regard, and they felt supported by him and the broader leadership at Nintendo, particularly in terms of creative freedom and resources.

What does the speaker mean by 'Nintendo lives in a bit of a bubble'?

The speaker is referring to how Nintendo often operates independently of what other companies or competitors are doing. This detachment from external trends allows Nintendo to focus solely on their own vision and creativity, without getting distracted by industry trends.

What influence did Reggie and Mr. Iwata have on Retro Studios' progress?

Reggie and Mr. Iwata had a significant influence on Retro Studios' progress by providing unwavering support for the development team. Their leadership ensured that Retro Studios had the freedom and resources needed to focus on creating great games, which the speaker believes played a key role in the studio's success.