Reggie Fils-Aimé: 'I don’t mind how you interact with our IP as long as you’re interacting with it every day'

Reggie Fils-Aimé, in an interview with TIME’s Matt Peckham:

TIME: Mr. Iwata once said of the Wii that he wanted it to be “something that you turn on right after turning on the TV.” Do you still think like that?

Reggie Fils-Aimé: I would say that our thinking has evolved, in that we envision the consumer having a direct experience with our intellectual property (IP) as the core foundation of the company. Meaning, I want you to love what you’re doing with Zelda, with Animal Crossing, with Smash Bros. Nurturing that love for the IP is the overarching objective.

How we will do that will now be executed in a variety of different ways. It’ll still be executed with a dedicated gaming system or systems. It’ll be executed through mobile. It’ll be executed through licensed merchandise. It’ll be executed in other ways, like what we are doing with Universal Studios. So it’s not so much changing the way you interact with your TV. It really is all about how you interact with our IP.

And part of the reason why this has evolved is, you talk to a lot of millennials, and they don’t really have the same type of engagement with their TV that I grew up with. They’re interacting with other screens now, and they’re just as happy interacting with those other screens. And so that has caused us to really continue refining our proposition. In the end, I don’t mind how you interact with our IP as long as you’re interacting with it every day.