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The key to Nintendo’s innovative spirit is “to make something you believe is fun”, says Shigeru Miyamoto

Nintendo director Shigeru Miyamoto has opened up about how the company drives innovation within the company, and well as managing its family-friendly image without appearing too infantile or “childish” for its core gaming audience.

In this week’s issue of Famitsu magazine – as translated by Siliconera (thanks, VGC) – Miyamoto repeatedly quoted the mantra “peace of mind as key to Nintendo’s child-friendly market positioning.

“If I were to express Nintendo’s qualities in words then it is also ‘peace of mind'”, Miyamoto said. “There’s peace of mind when looking at it as a parent and you can have it in your living room. We’ve put great effort into creating something that can be the center of family amusement.

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