The reason why Nintendo survived countless ordeals in about a hundred of years’ time, rests with its integration of old technology to meet the simple demand of pursuing joy of game players Let the game to every family has been regarded as the only m3 adapter mission. Now it has reached the total value of $7.9 billion, only the Toyota Japan's second-biggest company. The financial report published by Nintendo over the first quarter in 2008 shows that its revenue had reached $3.9 billion with sales volume of Wii hardware being 5,170,000 and that of NDS hardware 6,940,000. While in the same quarter, the PSP shipment of Sony which is the rival of Nintendo is only 3,720,000, the PS3 is only 1,560,000. So far, the accumulating sales volumn of Wii reaches to 29.62 million sets and DS achieves to 77.54 million sets.

Pull back time to 2001, the market structure on the contrary. Nintendo suffered a crushing defeat from Sony and Microsoft and it was forced to drive down from the boss throne. How will the time-honored game company r4 dsi face the GC defeat and keep revival and regain the mace? After in 2002 company founder Fusajiro Yamauchi governed the court attendant resigned, Satoru Iwata takes over CEO. He made up mind to break the old framework at the risk of being sacked and tried a new strategy: design different games for different people and thus expand the rank of game player.

Nintendo DS (Double Screen) handheld game consoles were Iwata's first experiment, DS sales broke through five million units in Japan in 14 months, became the fastest game consoles that sales reached the milestone of five million in Japan. The characteristic of DS appearance is the design of double screen and touch screen. However, in fact, software is the trump card of DS. In addition to the "Animal Crossing DS" which is developed for children, there are "brain training" developed for the seniors to prevent Alzheimer's disease and "Nintendogs", a pet game designed for women. "From the original Super Mario later brain exercise and Nintendogs, DS taken the lead to expand the game population and carry out in practice." The personage inside the industry said.

Why Iwata had this idea? Originally two books were popular in the r4i gold, the "Blue Ocean" and "positioning." In Japan, Nintendo not only faced the competition from other companies in the same industry, but a bigger challenge it faced was also a problem of the whole industry. For example, a decreased number of game players, the coming of a society of more old people, and the strike of the game industry brought by other entertainments, like movie, internet and book store.

“Satoru Iwata has discovered this point keenly, has developed the three big markets player of silver-haired race, the child and the female.”This public figure said. It was just such an acuminous discovery re-injected vitality to Nintendo and it continued to create a myth in the game industry.