Reggie Fils-Aime: Nintendo competes for "entertainment time," not against Xbox and PlayStation

It looks like Nintendo is aiming toward a much bigger goal than its competitors.


Nintendo of America President and COO Reggie Fils-Aime was on hand for a 30-minute talk at GeekWire Summit, where he spoke with GeekWire's co-founder about the company and its various business strategies.

After chatting briefly about the Wii U and how its very existence paved the way for the Nintendo Switch, Fils-Aime fielded a question about whether he saw Xbox and PlayStation as direct competitors. He was quick to respond "I don't," and explained as such, naming off the amount of minutes in a day and lining out what consumers do outside of eating, sleeping, working, or going to school, calling the time left over "entertainment time."

"All of the rest of that time is entertainment time," Fils-Aime said. "That’s what I compete for, minute by minute. That time you spend surfing the Web, watching a movie, watching a telecast of a conference: that's all entertainment time we’re competing for. My competitive set is much bigger than my direct competitors in Sony and Microsoft. I compete for time. When I do that, I have to be creative and innovative in order to win that battle."

It's an interesting stance to take, for sure, but not a surprising one when you get right down to it, as the Nintendo Switch itself is a system that can help with both the gaming and streaming entertainment factor. Nintendo has always been the company to aim for more "out of the box" solutions, so it's not surprising that Fils-Aime himself had these things to say about the company's srategies and competition in that regard. 

Check out the video above for the full GeekWire Summit conversation. 

Senior Editor

Fueled by horror, rainbow-sugar-pixel-rushes, and video games, Brittany is a Senior Editor at Shacknews who thrives on surrealism and ultraviolence. Follow her on Twitter @MolotovCupcake and check out her portfolio for more. Like a fabulous shooter once said, get psyched!

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