For 130 Years: A Sense of Fun Grown from Experience

Interview with Dr. Bernd Fakesch, General Manager DACH

Dr. Bernd Fakesch

For over 30 years, the mustachioed plumber in blue overalls has been jumping, running, flying, and driving through virtual worlds: Super Mario. The video game character is probably the most famous 'face' of the Japanese corporation Nintendo. Currently, the company is making waves in the industry with the Nintendo Switch console, demonstrating its technical and creative prowess. In an interview with Wirtschaftsforum, Dr. Bernd Fakesch, General Manager DACH, explains the magic of Nintendo, the special role of Shinto beliefs in this, and why a culture of embracing mistakes is profitable for the work environment.

Wirtschaftsforum: Mr. Dr. Fakesch, Nintendo is one of the founders of the game console and has revolutionized the console gaming market after some highs and lows with the Wii. Now, your latest product, the Nintendo Switch, has conquered the market. How do you explain the magic of Nintendo?

Dr. Bernd Fakesch: I think this magic comes from the combination of experience and company philosophy: Nintendo has been manufacturing toys for nearly 130 years and has also been decisively shaping the world of video games from the beginning. Long before the Nintendo Switch and Wii, we set industry standards with the Nintendo Entertainment System, the Game Boy, and the corresponding games—making hearts beat faster even back then. A sense of fun from experience is practically in the genes of our hardware and software developers.

New Product Highlight: Nintendo Switch
New Product Highlight: Nintendo Switch

This is reinforced by a company philosophy that is entirely focused on the player. Our developers always start with the game idea. They ask themselves what a new title or a new console should be able to do to generate the utmost fun, to bring a smile to the player's face. Only after that do they consider how these ideas can be technically realized – and which of our characters they match. This always results in highly unconventional, surprising outcomes.

This is how the Nintendo Switch was developed, the first TV console that can also be played mobile – thanks to the integrated display, anywhere and anytime, regardless of whether a TV set is nearby or not. But perhaps the best example of Nintendo's unconventional thinking is Super Mario. Fundamentally, he is an anti-hero, a craftsman who is clever but completely contradicts the stereotypical image of the usual superhero – and has been successful for over 30 years as a racer, athlete, and of course, a princess rescuer among other roles. There are also a number of unique characters and game series like The Legend of Zelda, Animal Crossing, Yoshi, and Splatoon, which represent enduring fun – and that certain Nintendo magic.

Dr. Bernd Fakesch

Dr. Bernd Fakesch

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"Perhaps the best example of unconventional thinking at Nintendo is Super Mario."

Dr. Bernd Fakesch

Wirtschaftsforum: Your industry thrives on innovation. How does Nintendo continuously develop creative game ideas and how quickly are new projects implemented?

Dr. Bernd Fakesch: As soon as a new console is on the market, the development of the next generation begins. The same applies to the games themselves. In both cases, it can take several years because Nintendo values sophisticated, varied games – preferably multiplayer titles – that our fans should enjoy for a very long time.

Perhaps Nintendo also has a certain advantage stemming from a peculiarity of Japanese culture. In Shinto belief, even inanimate objects can possess a soul. Therefore, they must be crafted and treated with care. This is reflected in traditional Japanese crafts, but also in the manufacturing of technical devices like our consoles. The Japanese perfectionism is certainly one reason why Nintendo games are so easy to handle and intuitively understandable.

Super Mario Odyssey
Super Mario Odyssey was specifically developed for the Nintendo Switch

Wirtschaftsforum: Digitalization is advancing rapidly. Will it be possible in the future to do other things with gaming consoles besides play?

Dr. Bernd Fakesch: With Nintendo consoles, you could always do more than just play. The Game Boy, for example, could be connected to a printer, and the GameCube was already online-capable. Since the Wii and Nintendo 3DS, you can also surf online, watch videos, shop, communicate, and much more with our consoles. Moreover, there is software that allows you to learn cooking, painting, or reading classic literature through the screen of the Nintendo DSi, for instance.

However, our focus is still very clearly on gaming fun. Nintendo consoles and games are developed primarily for one purpose: to put a smile on players' faces. We are convinced that pure gaming consoles are better able to do this than other devices for which gaming is just one of many functions. This is likely to remain the case for the foreseeable future. What can gaming consoles do in the future? There are hardly any limits to the imagination, especially when you think of the possibilities of Virtual and Augmented Reality. So let's be surprised.

Dr. Bernd Fakesch

Dr. Bernd Fakesch

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"The perfectionism of the Japanese is certainly a reason why Nintendo games are so easy to handle and intuitively understandable."

Dr. Bernd Fakesch

Wirtschaftsforum: You are the author of a book about leadership through employee participation. How exactly do you implement this method in your position as General Manager of Nintendo?

Dr. Bernd Fakesch: Yes, 'Leadership through Employee Participation' is the title of my doctoral thesis published in 1991. The type of management I advocate in it, and which I also practice here at Nintendo Germany, is characterized mainly by cooperative leadership and flat hierarchies. I simply rely on the competence and the responsible actions of our employees. This makes the processes much faster, more flexible, and ultimately more productive than if one person at the top had to make every decision. Especially in our industry, speed and flexibility are a big plus.

Implementing this is only possible in a good, trusting work environment. For example, you also need a certain error culture. People only show motivation and initiative when the joy of success is greater than the fear of failure. On the whole, companies that focus on involving their employees are more successful than those with rigid hierarchies.

Wirtschaftsforum: To conclude, a personal question: What game do you most enjoy playing in your free time?

Dr. Bernd Fakesch

Dr. Bernd Fakesch

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"People only show motivation and initiative when the joy of success is greater than the fear of failing occasionally."

Dr. Bernd Fakesch

Dr. Bernd Fakesch: Right now, it's clearly Mario Kart 8 Deluxe for Nintendo Switch. In this turbulent kart racing game, up to eight players can hit the track simultaneously. Different racing experiences can be balanced with the help of driving assistants like smart-steering and auto-accelerate, making Mario Kart the ideal game to play with family or a group of friends.

Currently, my wife and children are into another novelty for Nintendo Switch: ARMS, a very strategic, motion-controlled boxing game. You control your avatar on the screen by holding a controller, a Joy-Con, in each hand and swinging them like boxing gloves. The unique aspect of the game is that you can equip each character with a set of new arms that each have their own strengths and weaknesses. Thus, it's not just about quick reactions and accuracy, but also about strategic skill. I think ARMS is a good example of how Nintendo adds an additional, unexpected twist to a well-known game idea. That's where the magic also unfolds in the boxing ring.

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