Tuesday , August 9 2022

Feature: What Reggie-Fils-Aimé Lent In Nintendo, The Games Industry, And Our Coupons


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"My name is Reggie. I want ass kickin, I'm about taking names, and we're about makin games."

Here are the words declared by Reggie Fils-Aimé's emerging industry, while standing by Nintendo during the Electronic Gambling Expo (E3) in 2004.

Fils-a-what? "Ass"? Who was this man?

These were likely to think of any soda-added supper that was watching a video game conference during the year 2004. They were at least a pleasure. Here are the answers:

The name is "Reggie Fils-Aimé". "Reginald", in fact. His last name is French, and his parents, Haitian. And in case you did not notice it, it's black. Yes, he said "ass" (though that was not his idea). And then he was Sales and Marketing Executive Vice President for Nintendo, and came on to do one thing: sell Nintendo In the past 15 years, Reggie, as the general public came to know him on the basis of a first name, has done nothing else but selling Nintendo (he was famous for his body and case).

Nintendo sold in 2004, when many people did not buy Nintendo. Nintendo sold in 2006, when it appeared that nobody was lucky enough to have their hands on Nintendo products – for years. And later, by the end of the 2010s when no one was buying Nintendo anymore (again), eventually finding out how to sell Nintendo again, leaving Nintendo one of the best financial and critical places for decades, thanks to the Nintendo Switch console.

Now, Reggie will sell Nintendo from the end No more. He announced his retirement by the company on February 21, 2019, effective mid-April.

I really appreciate the gravity of his departure, you have to understand what he did for his company. Indeed, this is shown by the fact that you read a feature article about retiring COO on an enthusiastic website, not one business.

It's pretty big shoes, and not just literally. How big, exactly? Fils-Aimé helped translate Nintendo into the modern era. In doing so, he helped shape the general gaming industry. And in doing so, it changed how people might feel connected to a corporation.

Reggie background

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Objectively, everywhere Reggie ever went, it was not just a matter, he did other things. (Amazingly, it did not even seem that thing)

Here's what Reggie sold in the 80s – 90s, until he joined Nintendo in the early 2000s:

  • Healthcare, beauty and home supplies. Outside the college, the system rose to become the brand manager of Proctor & Gamble.
  • Pizza. He really helped the popular "The Bigfoot Pizza" at Pizza Hut.
  • Beer. It took the Guinness brand to sell worldwide.
  • Chinese bikes and food. He referred eight different brands at Derby Cycle Co.
  • Music. Perhaps its famous "famous" basketball card status: Reggie was responsible for a 30% increase in viewers by moving the channel's demographics into a younger audience with original programs, now a standard practice in the music entertainment industry.

In the marketing world, Fils-Aimé was not a secret. (Wikipedia is good for six different important marketing prizes, including Age Advertising naming "Marketing 100" in 1998.)

Reggie's effect on Nintendo

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The strength of that resumption was how Reggie started his Nintendo episode. It makes sense; If you were hiring someone to market a large brand with a parent company in another country, you would want someone with the experience of bridging brands across multiple markets. Yet, what was like Reggie did not realize, therefore, as a 45-year-old, how instrumental he was going to go to that case.

Certainly, there were top figures like Bill Gates and Steve Jobs. But especially before Twitter and YouTube, they were usually game creators, not game games, which remained in the minds of people. After Reggie, no longer.

"So let's have a couple of things straight away from the bats," Reggie began to be confident of his first first appearance for Nintendo in E3 2004. "… I & # 39; Understanding, if you're in the final hip, Nintendo is not your only choice for gambling. " Brutal. He then went on to adjudicate the Nintendo philosophy, and the company still used until today, when it came straight forward, "We will not run our company for hard game players only ". Even worse! This was not easy to sell in its first year with Nintendo, when an image was everything. However, given that it has just introduced a presentation of sizzle games included Evil Residential, The Seren Fox a MetroidFree franchises are strongly linked to the "final hip", it is safe to say that reception seeds are cross-contamination with a large appeal.

First, Reggie regulated the Nintendo DS (a system that would go on to be one of the largest selling devices in modern electronic history), and then the next consol, the Nintendo Wii. Finally, Nintendo came to an end to that show with the most exposed debates in history E3: trailer to the game Zelda: Twilight Princess. It was a game that looked at what Nintendo's people wanted at the time: core and realistic, not old fashioned or not a child.

Why focus on this first appearance for Nintendo? Here, his ultimate goal was to introduce the next phase of Nintendo products in a positive light for hardcore media critics who, on that point, had written the company to a large extent in favor of Sony and Microsoft competitors . Terrifying task. People assume how hard it has helped to achieve what many of the GameCube-era thinking is impossible.

Today, many feel that 2006 was the most heavy company in their history. Yet back-looking, it's more likely that just a year where there was a new face was the "old old Nintendo" spoons: that is, experiments, similar devices to Zelda and Metroid toys and games, but talk to them in their language.

Reggie sold people on Nintendo over again.

Here's exactly what Reggie did for Nintendo for 15 years: "translate" the Nintendo actions, then sell them. And in doing so, it helped not only sell products, but made "Nintendo" brand again.

Appreciate that Fils-Aimé is leading the company through profitable restrictions such as 3D, mobile controls, and toys to live, and was at the hands of the company during the talent of the online and sports articles. Identify how it had stimulated the huge Nintendo catalog of old video games so that the company not only can take it all away between the release of hardware, but customers try to resell them back. He also put his neck out of risks. Some, such as Nintendo TVii and Wii U Chat, did not disappear. Others, like "StreetPass" or cardboard gaming, were right.

And when Nintendo needed his leadership, the most following the loss of their CEO, Satoru Iwata to cancer in 2015, by Reggie successfully managed Nintendo through two projects that were first started with uncertainty: the Nintendo Switch, as well as what would come GO Pokémon for mobile. Not to mention that he also personally remembered their CEO on live television (Unfortunately Reggie had some professional experience to even draw in this sector, he was in fact responsible for All the marketing for Paul McCartney's charity in New York City back in 2001, which took place only a month after 9/11 terrorist attacks. Carried over $ 35 million in disastrous relief).

From the first day, and two years later with Fils-Aimé as president, Nintendo had never inherited a heritage of risks, heavy character and leadership – every virtue is difficult to graduate to the size of a company Nintendo.

Reggie's Impact on the Gaming Industry

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In October 2011 when Reggie sent us a video to ask us a simple question: "What's your place with you?"

That question could be expected, for people who did not yet own Nintendo 3DS, the latest Nintendo hardware at the time. The message came in the form of YouTube video uploaded by Nintendo themselves. It was a new attempt to talk directly to customers.

This first video, probably, was a bit sound. By contrast, the previous eight years of videos have installed a new standard in Nintendo for goofiness, customer interaction and transparency. When Nintendo eventually announced that they dropped the traditional annual fish conferences at E3 in favor of these "Directions", the internet was generally livid to start. Today E3 conferences are increasingly in advance, while Nintendo's online announcement videos are made into dreams.

Through Nintendo Direct, more than ever before, Reggie became a medium between what Nintendo was doing from Japan and what Nintendo fans around the world thought.

Again, the greatest strength of Reggie, as well as the main Nintendo company, was the greatest need. Direct messages are probably difficult to remove from the strategy without the heading figure "Similar jobs". Lucky Nintendo. Soon, videos that were manufactured in a timely manner changed completely the way Nintendo interacted with their customers. In turn, developer videos posted to YouTube have become more common across the industry indirectly because, well, Directs.

Soon, Reggie was not only talking to YouTube fans, but he was taking his marketing show to late night talk shows, game awards, and much more. How many company presidents can you name who was also running as the PR basic method?

And talking about important symbols, if not for the Nintendo Wii, Fils-Aimé's tombstone can read one day: "It was a black man leading Japanese company." In terms of great diversity, Reggie's presidency was not just the industry, but very few in a world with so few minorities on top of the main companies. Reggie did not speak publicly on this too often, but in an interview with Waypoint, he touched his importance when the developer's strength issue was asked:

… I believe that the best way to lead is by example. And so what we do is reinforce the way we encourage our business partners to act with the way that we encourage, if you do, the community that we are touching.

And not just on the balance of working life. There are issues such as diversity and inclusion. You know, with all those difficult discussions, our thinking is that we are going to model the behavior we want to see. So that's why I have a diverse diverse management team. That is why, as a black man who leads a Japanese company, I'll feel good about the things we do to deal with higher order issues and deal with them in a way that's modeling positive behavior

Together, Reggie fostered an environment of speaking directly to the people, and although it was worth an estimated $ 40 million, it was not important for the fans: Reggie was the people.

Reggie's effect on us

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If this retrospectively a whole retired man feels disproportionately like writing, in part, because it can be argued that the departure of Reggie is the largest resignation in the industry for many years. Fan's feeling is currently pouring across the internet to the tone of disbelief, frustration, and heartbreaking.

He has been selling Nintendo for a long time, he became part of Nintendo. And thank him, that's the same thing everyone loves.

Through Nintendo's endless jams and peculiar jokes, it's typically uncommon, Reggie's celebrities became one of the biggest assets of the company. That is the one thing he could never predict when he started his tenure for 15 years of age. And grateful, Nintendo will never let her go to waste, as companies sometimes do after their employees become truly worthy.

In his retirement video, Reggie left something a little confusing in his future, except saying he was going to spend more time with his family. What next to Reggie? Are you willing to rest last? Will he ultimately move on to a brand new challenge? Are we indebted to another CEO that strikes the political circuit?

Whatever it does – one that's staying at home with a family or taking over the world – its history strongly suggests that he'll find a way to do is a similar issue to Nintendo.

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