[StreetsAhead]

http://www.nikkei.com/article/DGXZZO...00C13A1000000/

Here's all the Iwata quotes from the article, except for the final page, which is just general stuff about aiming to maintain respect in fans and continuing success for AC.

Iwata states, unable to hide his surprise, that 'For a game that costs 4800 yen to sell 500,000 copies without a discount because it is a download is quite an event.'

"Using our Club Nintendo system we can learn the gender and age of our customers. If we look at the first 3 weeks of Animal Crossing sales to the end of November, the highest group is 19 to 24 year-old women. This is an age-range that is typically found in fewer numbers for Nintendo. I've never seen anything like it; a game that sells like this on a Nintendo hardware."

2However, something interesting is the gender of 3DS purchasers. If we look at the male-female ratio as a whole, it divides into 69% males, 31% female, but if we limit it to just those customers that purchased the hardware at the same time as Animal Crossing the percentages become 44% male and 56% female. These are the sort of numbers that leave me dumbfounded."

"The common argument going on right now is that since smart phones exist, there's no need for specialised game machines anymore, right? But, these 19 to 24 year old women are the 'smart phone people'. We often say that casual female users do not need specialised gaming machines, but here we see them reconfirming the value of those systems."

"On the (previous generation) Nintendo DS, Animal Crossing received high praise and shocked the world by selling more than 5 million copies [domestically], it become one of the representative games that people would buy for the system. However, the Wii version, it was highly anticipated and we released it into the world but it didn't go very well, right? That game is, for us, one with many points of reflection."

"At that point, the core members of the Animal Crossing team used this reflection as a spring board, saying 'Let's make the next game one that our customers can really enjoy'. I would go so far to say that I honestly felt a tenacity from the nuclear members of the development team. This time, there are many features inserted that make you say 'You can do this thing?' and 'It goes that far?'. In addition, to add an example, the ability we added to create furniture with interesting designs and share it through various means, coupled with our customers' creativity created an amplification of sorts. It was really interesting. What really helped to spread this around was social media, and smart phones. What really sold Animal Crossing to women this time was, without question, smart phones."

"Because you can take screenshots anywhere during the game, people are uploading the shots to social media and say 'Hey, look what I did' and everyone gets excited. For example, there are plenty of people who have tried and enjoyed the game after seeing people they follow on Twitter talk about it fondly, then developing their own interest and trying it out for themselves."

We deliver videos called Nintendo Directs to explain about our strengths via video sites, and the Introduction to Animal Crossing video has received 1.6 million hits on Youtube. What's more is that over half of those views have taken place from smart devices.

The game became a topic on social networks, then people would say 'Watch this and you'll understand' and people go 'Well, that's cool' and bought it. It's not a 3 minute music video, and so for a 47 minute video with developers talking casually about a game to have 1.6 million views is almost impossible, like really something unusual, I think.

"Not one of the developers was thinking about how many units the game would sell. They were purely focused on creating a game that the users could say 'Yes, this game satisfied me' and focused on improving a game series they love. And with that, hundreds of thousands of people have spent over 20,000 yen for a single game and the hardware. That's not a method or phenomenon that many other game developers get to experience, I imagine."

We [as an industry] can now do distribution by digital means as well as micro-transactions, and the ways to obtain money through supporting entertainment have increased. It's a change in our landscape; competing in game-quality, and working on how money is obtained, I think both are things that require creativity. Therefore, I have no intention of denying charged [DLC? subscription?] games, or the free-to-play model. If we were to talk about if Nintendo were to do that, however, I do not much inclination to do that with Nintendo's established well-known products, where people trust their interesting-ness. For example, for people who are used to Mario games costing 4,800 or 5,800 yen, we will not have a proverbial door to full enjoyment that can only be unlocked via payment. However, this is separate from say, having something where because there are people who want more stages to play on in Mario games, we will create new courses for those people and charge for them. We have already begun this process with some of our titles. For new titles with no established base, if, in the process of development, we found it to suit the free-to-play model, we might follow that route, or we might do something like 'Cheap-to-play'. Our sales methods have been freed up and I have no desire to extinguish that freedom. If we were to release something like that, it is not a betrayal but the birth of an interesting idea through our new found freedom, that's all. I am not talking about changing how we sell Mario or Pokemon.

Please feel free to correct if there is something wrong with the translations.

[ksamedi]

The games success is not that surprising on a handheld, but Iwata's comments make me believe they had a lot of stress with the Wii version bombing.

[Exterminieren]

New Leaf's success has really caught Nintendo off guard.

His comments about new IP suiting F2P is fascinating, too. Miyamoto's new team, perhaps?

[Cosmo Clock 21]

Despite all the monthly threads on GAF calling for Iwata to be fired, when you read something like his comments about smartphones helping drive AC's popularity it seems like he's one of the few in the industry who actually "gets" it.

[Zeer0id]

Lots of cool insight in this

[BD1]

The comment about screenshots on social networks driving interest has me thinking they're on to something with Miiverse on smart phones. It could become a HUGE feature for Nintendo.

[urfe]

My neighbors (in an apartment) just bought 3DS's last week and two copies of Animal Crossing. It's weird to be street passing people twice a day as my 3DS is charging.

I'm really glad Nintendo has found a huge success with Animal Crossing. I hope they will push it hard in the West as well.

Now for some WiiU games!

[farnham]

The games success is not that surprising on a handheld, but Iwata's comments make me believe they had a lot of stress with the Wii version bombing.

Game sold over 4 million ww. What a disgusting bomb.

[Snowden's Secret]

Despite all the monthly threads on GAF calling for Iwata to be fired, when you read something like his comments about smartphones helping drive AC's popularity it seems like he's one of the few in the industry who actually "gets" it.

Iwata and Reggie obviously have one job and one job only: to insure that Wii U gets the same multiplats as anyone else. Fail that and fail everything.

[Inorigo]

Despite all the monthly threads on GAF calling for Iwata to be fired, when you read something like his comments about smartphones helping drive AC's popularity it seems like he's one of the few in the industry who actually "gets" it.

No, most CEOs know social networking is key. That's not really worth praising.

But yes, I'm impressed with Iwata here and I'm not typically a fan.

[outunderthestars]

I'm glad that they recognize the failure that was Animal Crossing Wii.

Now just announce a US release date!

These are the kinds of experiences that make people want to use a 3DS. :)

[urfe]

Iwata and Reggie obviously have one job and one job only: to insure that Wii U gets the same multiplats as anyone else. Fail that and fail everything.

This makes very little sense to me.

[grimshawish]

Despite all the monthly threads on GAF calling for Iwata to be fired, when you read something like his comments about smartphones helping drive AC's popularity it seems like he's one of the few in the industry who actually "gets" it.

Hes also a man who learns and watches.
I think to Iwata a failure is just a lesson to learn for the next success. This is why we got a console as mad as it was at the time called the Wii and a device with TWO screens.

Remember that thread where Animal Crossing should have micro transactions? Well I suspect this AC has already well surpassed the revenues of most games funded through micro transactions.

People will pay for value in one box. AC is a game where one item makes the rest of the game and its items more valuable.

[ksamedi]

Game sold over 4 million ww. What a disgusting bomb.

The DS game sold 5 million only in Japan. I am talking relative. Some properties you just expect to sell a lot, and if it doesn't meet up with expectations it an lead to bad fiscal results. Companies plan their lineups years ahead of time.

[BD1]

I'm glad that they recognize the failure that was Animal Crossing Wii. Now just announce a US release date!

I wonder if NoA is going to readjust their marketing strategy for New Leaf after seeing what's happening in Japan?

[Gunloc]

I'm so hyped for New Leaf, I can't even stand it.

NoA is really dropping the ball on hyping the game themselves though, almost all focus has come from Japan or people's tumblrs.

[gamergirly]

Looks like they still got a difficult area of the female demographic interested in Nintendo products

[bon]

I'm glad this game is doing so well. Even the casual audience still sees the value in a good retail-priced handheld game. Dedicated handhelds not doomed.

[Thoraxes]

The difference between NL and CF is so huge that you can definitely tell they've learned.

I think it's crazy how successful the game has become, but it definitely deserves it. Nintendo has an interesting demographic for this game in particular, but they also just seem better at obtaining a female marketshare, too.

[Jintor]

I love these interviews.

[chertipros]

This makes very little sense to me.

He is being sarcastic

[Drago]

I wonder if NoA is going to readjust their marketing strategy for New Leaf after seeing what's happening in Japan?

hahaha

[urfe]

He is being sarcastic

Damn, then I am an idiot.

I hate it when it's me that happens to.

[Nirolak]

Despite all the monthly threads on GAF calling for Iwata to be fired, when you read something like his comments about smartphones helping drive AC's popularity it seems like he's one of the few in the industry who actually "gets" it.

No, most CEOs know social networking is key. That's not really worth praising. But yes, I'm impressed with Iwata here and I'm not typically a fan.

Right, this is why we actually see so many companion products, apps, social media accounts, community managers, and every other aspect of social networking tied to major game releases these days.

That Nintendo is actually finally seeing there is a notable benefit to this however, is a good step forward for the company.

[axisofweevils]

Thanks for this. Iwata sounds wise. I really can't imagine anyone else leading Nintendo.

[Snowden's Secret]

Damn, then I am an idiot. I hate it when it's me that happens to.

Ha ha sorry. Originally my post didn't have the word "obviously" in it but I thought it was too subtle. Guess I still wasn't transparent enough :D

[JordanLMiller]

The free to play talk makes me nervous. I guess I'll see what kind of route they go down with it, but in general I'd much rather just pay for a game up front that be drowned in hidden costs later on :/

[ASTROID2]

It just came to me. Animal Crossing mmo.

[King_Moc]

The Wii AC 'failed' for 2 reasons:

1, it was far too similar to the DS one. Practically a port, to be honest.

2, I think it was obvious after the DS version that the game is suited to a handheld.

Nice to see that Nintendo really do seem to get how to do DLC right as well.

[KNT-Zero]

"However, the Wii version, it was highly anticipated and we released it into the world but it didn't go very well, right? That game is, for us, one with many points of reflection."

Well, Iwata, you would have to realize that's what happens when you make a almost-direct port of a DS game on Wii and expect people to treat it as something entirely new. Not to mention what a fail device the Wii Speak was.

Hopefully ACNL will work well both in sales and actual game content for the fans' benefit. Consider me out of this one, I had too much time lost because of Wild World...

[disco]

Nintendo really need to get the Miiverse Browser and Smartphone Apps out of the door! In game applications could spread screenshots and events to Twitter, Facebook and Miiverse and really advertise Nintendo's platforms again.

Yes - the possibility of consumer confusion is great ("Why can't I just play it on my iPhone!?") but similarly, the marketing possibilities are huge.

Come on Nintendo! Get that shit sorted.

The free to play talk makes me nervous. I guess I'll see what kind of route they go down with it, but in general I'd much rather just pay for a game up front that be drowned in hidden costs later on :/

Nintendo aren't that tacky.

[Inorigo]

Right, this is why we actually see so many companion products, apps, social media accounts, community managers, and every other aspect of social networking tied to major game releases these days. That Nintendo is actually finally seeing there is a notable benefit to this however, is a good step forward for the company.

Exactly. And some companies probably lay it on a little thick in their efforts, but Nintendo could definitely afford to do more.

[timetokill]

What female celebs do you guys think Nintendo will use to promote Animal Crossing in the west?

[Shikamaru Ninja]

The Wii AC 'failed' for 2 reasons: 1, it was far too similar to the DS one. Practically a port, to be honest. 2, I think it was obvious after the DS version that the game is suited to a handheld. Nice to see that Nintendo really do seem to get how to do DLC right as well.

I think the most important factor, is that the DS/3DS were able to build a huge female demographic in Japan that brought Animal Crossing, Tomodachi Collection and Rhythm Heaven huge success. That same demographic didn't quite transfer to the Wii.

Thanks for this. Iwata sounds wise. I really can't imagine anyone else leading Nintendo.

Well. Questioning the Board of Directors aside, Nintendo doing big things in Japan is not the problem. It has not been for a long time. Their problem has been addressing the Western market.

[@MUWANdo]

Just barely related to the interview in the OP, but, it really bugs me that the 3DS doesn't have an OS-level screenshot feature. I mean, the Game Notes thing has the suspend screen right there--let us save it!

[Zeer0id]

What female celebs do you guys think Nintendo will use to promote Animal Crossing in the west?

If P-Cruz ain't selling, I ain't buying

[-Pyromaniac-]

I just hope it means when they make the wiiU version they go all out and don't skimp on any feature.

[meltingparappa]

Every single interview he gives reminds me that he comes from a development background himself, instead of a purely business background.

Regardless of what I like or don't like about any Nintendo project, he comes across as so articulate and insightful about the process when he really doesn't have to be.

Basically he's the anti-Reggie, and maybe the two of them work well in tandem that way.

[Inorigo]

What female celebs do you guys think Nintendo will use to promote Animal Crossing in the west?

I never really noticed, but it is a pretty common thing with them now, huh? I don't know who'd be next.

[disco]

What female celebs do you guys think Nintendo will use to promote Animal Crossing in the west?

Nicki Minaj. They should give away free buffalo Minaj DLC.

[BD1]

Right, this is why we actually see so many companion products, apps, social media accounts, community managers, and every other aspect of social networking tied to major game releases these days. That Nintendo is actually finally seeing there is a notable benefit to this however, is a good step forward for the company.

And in typical Nintendo fashion, instead of just recognizing the benefits of existing social networks, they are creating their own. If they can truly create a Miiverse ecosystem, and can hook it to FaceBook/Twitter/etc, it could really be something huge for them.

[a Master Ninja]

I'm glad this game is doing so well. Even the casual audience still sees the value in a good retail-priced handheld game. Dedicated handhelds not doomed.

You left out "...in Japan."

[-MB-]

The difference between NL and CF is so huge that you can definitely tell they've learned. I think it's crazy how successful the game has become, but it definitely deserves it. Nintendo has an interesting demographic for this game in particular, but they also just seem better at obtaining a female marketshare, too.

One can only hope they gonna apply that lesson to their other franchises, mainly mario.
And in particular, the NSMB series.

[ksamedi]

You left out "...in Japan."

To his defense, I figure smartphones are huge in Japan. If 3DS can succeed their, it should be able to succeed in the US or Europe as well. Japanese third party content is very strong for the 3DS in Japan, but is not lgetting localized and are usually not very big in western markets. Nintendo really needs to step up localization efforts.

[jooey]

NoA is really dropping the ball on hyping the game themselves though, almost all focus has come from Japan or people's tumblrs.

Jesus christ, it doesn't even have a street date yet. At least give them a chance to fuck up before saying they fucked up.

Better yet, give yourself a chance to learn what marketing strategy really is.

[Gunloc]

Jesus christ, it doesn't even have a real release date yet. At least give them a chance to fuck up before saying they fucked up. Better yet, give yourself a chance to learn what marketing strategy really is.

I think the fact that they haven't announced a release date yet is proof enough of how they've botched things already. In a game that depends so much on the social aspect, there is no reason the release dates for the different regions should be so far apart. They could still gain back some ground, but they are already starting behind.

As for NoA's marketing, their recent efforts have been pretty poor IMO. Their holiday push was far too Wii U heavy, and they didn't even have enough new content to support that after the initial buzz wore off.

[disco]

To his defense, I figure smartphones are huge in Japan. If 3DS can succeed their, it should be able to succeed in the US or Europe as well. Japanese third party content is very strong for the 3DS in Japan, but is not lgetting localized and are usually not very big in western markets. Nintendo really needs to step up localization efforts.

Nintendo really needs to step up localisation efforts for titles that are not very big in Western markets? I personally would love to see more of these titles but really - they need more hits with more of a global resonance. They need Western development studios working on 3DS (and Wii U) titles, whether 1st or 3rd party.

I think the fact that they haven't announced a release date yet is proof enough of how they've botched things already. In a game that depends so much on the social aspect, there is no reason the release dates for the different regions should be so far apart. They could still gain back some ground, but they are already starting behind.

This really is marginal. Give them a break, stuff will start to happen over the next couple of months.

[Currygan]

Iwata's commentary is always a pleasure to read

[DXB-KNIGHT]

Its not just you Iwata, even me I thought it will under preform like other titles in comparison to its DS counterpart.

[Boney]