A recent interview with cult developer Shigeru Miyamoto shows that Nintendo has been working hard over the past few years to make the Nintendo brand "grown-up" in order to get rid of the longstanding Kiddy image.
An interview with Shigeru Miyamoto in the Japanese video game magazine Famitsu shows that Nintendo has worked very hard to change its own image. Nintendo has always been a guarantee for carefree, colorful and family-friendly video games, which often addressed children directly. As a result, an image has developed around the Japanese video game developer and publisher. According to Miyamoto, there was a time when Nintendo was called childish – the company's infamous kiddy image.
He also talks about the fact that around the Wii period the company's image changed in the direction of an image, which is associated with "inner peace". These are also qualities that Nintendo would stand for. This "inner peace" would also be noticed by parents, who would then put a Nintendo device in the living room without hesitation. Nintendo went to great lengths to put the company at the center of family entertainment.
Those who are proficient in the English language can get one Translation of the entire interview read through.
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