Nintendo of America’s Reggie Fils-Aimé on Switch success and his life as a meme

And consumers loved the concept,” Fils-Aimé said. It was a fortuitous path for the son of Haitian immigrants raised in the Bronx in New York, and who had previously worked in marketing for companies like VH1, Guinness and Pizza Hut. Sentient hats and doughnut holes? Many consumers were confused about whether it was a brand-new machine or an accessory for its predecessor, the Wii. Switch success
Since the days of “kicking ass” and “my body is ready,” he’s become less of a meme factory and more focused on delivering the 128-year-old gaming company’s vision for the coming years. I’m about kicking ass, I’m about taking names, and we’re about making games,” he said as he entered the stage. The Switch’s library started with The Legend of Zelda: Breath of the Wild, the latest in one of Nintendo’s marquee franchises. Mario Kart 8 Deluxe, an upgraded version of the Wii U game, came a month later. “It’s been a fantastic journey, now coming up on almost 14 years.” E3 opens doors to gaming fans in hopes of staying relevant

Fortunately, this year’s message is a good one: the Switch is a runaway success. Nintendo said in April it has sold 2.74 million Switch consoles and 5.46 million units of Switch software since sales began in March. Fils-Aimé appears as a puppet in Nintendo’s E3 2015 presentation. Nintendo hopes to continue the momentum beyond 2017 — it’s announced it is working on games in the Metroid and Pokemon series for release on the Switch, neither with a hard release date. 10 standout E3 moments
E3 2017: Super Mario Odyssey makes a positive, wacky first impression

From the very beginning, Fils-Aimé was more than a talking suit: he was an executive with personality, who understood the news conference as a performance rather than a PowerPoint presentation. Zelda: Breath of the Wild sold more copies than the Switch itself at 2.75 million copies. Executives from companies like Nintendo, Sega and Sony gave investor and retailer-focused speeches full of spread sheets and sales projections. Fans’ positive response to Fils-Aimé mirrored Nintendo’s response behind the scenes, and in 2006 he became the first American president and chief operating officer of Nintendo of America, a post he continues to hold. (Nintendo)

Sales for the games have kept in lock step with the console. It was a cavernous drop compared to the Wii’s industry-smashing lifetime sales of over 101 million worldwide. My favourite game is The Legend of Zelda: Link to the Past. In 2004, Nintendo of America’s new executive vice-president of sales and marketing, Reggie Fils-Aimé, decided to shake things up. (Nintendo)

“We wanted to make sure we had great new games launching on a regular basis,” Fils-Aimé said of the Switch. In the 1990s and early 2000s, news conferences at the Electronic Entertainment Expo were relatively dour affairs. Since the hybrid home-and-portable console launched in March, Nintendo has sold 2.74 million units worldwide, and plans to sell 10 million by the end of the fiscal year. “My name is Reggie. The Wii U sold just over 13 million units since it launched in 2012. In 2007, as he prepared himself to test the Wii Fit balance board at E3, Fils-Aimé declared, “My body is ready.”

‘I’m fortunate that some very creative things come out of my mouth, and then the fan base just takes it and runs with it.’
– Reggie Fils-Aimé, Nintendo of America

A YouTube clip of that moment has been viewed more than a million times. The phrase is widely used in anticipation of Nintendo’s announcements and live streams throughout the year. alone. “I was a fan and a player before I was an executive with the company. Mario appears in Super Mario Odyssey, an upcoming game for the Nintendo Switch. Since then, E3’s news conferences have become overwhelmingly more about performance than spread sheets. But wherever the company’s fortunes turn in the coming years, it’s a safe bet that Fils-Aimé will be along for the ride. Marketing the Switch was crucial, as Nintendo largely failed to sell the concept of its previous console, the Wii U. I grew up playing the Super Nintendo. And for me, it was serendipity,” he told CBC News of the chance to join Nintendo. I’m fortunate that some very creative things come out of my mouth, and then the fan base just takes it and runs with it,” he said. Developers and executives with panache share the stage with YouTube personalities, sports celebrities and dance numbers. Fils-Aimé takes his status as a living meme in stride. 
“I think what our fans see is someone who loves the content, who loves the company. I’m passionate about what I do.  

Since then he’s developed a cult fan following of his own, largely thanks to his penchant for going off script. Titles like ARMS and Splatoon 2 are set to follow shortly, capped off with Super Mario Odyssey this October. It has enjoyed what Fils-Aimé calls “a steady cadence” of high-profile, made-by-Nintendo games that should continue at least through 2017. (Koji Sasahara/Associated Press)

“We wanted to make sure that the consumer proposition was clear and easy to understand — console gaming that you could take with you anywhere and play with anyone. Mario Kart 8 Deluxe enjoyed the best launch of any Mario Kart game to date, selling nearly half a million copies on launch day in the U.S.