nintendos late president satoru iwata oversaw the videogame makers global growth as super mario and pokemon became household namesask iwata was published after his death from cancer in 2015 at age 55 this month viz media is publishing the english translation of the book which came out in japanese in 2019on my business card i am a corporate president in my mind i am a game developer but in my heart i am a gamer iwata once said one of many quotes that stand out in the bookthroughout the book iwata outlines his vision for nintendo co which was to offer entertainment that everyone in the family could enjoy regardless of age gender and game playing skills the company culture he fostered encouraged individual game creators showing he was one of them at heartiwata was of a younger generation than the vanguard of japanese manufacturing leaders who have grabbed global attention soichiro honda founder of the automaker that carries his name momofuku ando inventor of the instant noodle akio morita who started sony in a repair shop amid bombed out rubblekyotobased nintendo started out making traditional japanese playing cards iwata took over in 2002 and presided over video game offerings like the wii console and the nintendo ds handheld as well as games played on cell phonesthe companys performance has had ups and downs like a super mario rollercoaster ride but has done well lately as people stuck at home due to the pandemic turned to games profits for the nine months through december doubled from a year earlier to nearly 377 billion yen 34 billionthat good fortune might not last as normal activities resume with vaccine rollouts a change likely to crimp sales to the casual game users who make up nintendo players rather than the core gamers rival consoles tend to attractthe hopedfor end to the pandemic is likely to coincide analysts say with a peak in the socalled life cycle or duration of consumer appeal of nintendos console offerings like the switch questions also remain about nintendos ability to monetize on the growing sector of mobile gamesconsoles could continue to evolve such as those with virtual reality analysts say nintendo also has intellectual property driving lucrative businesses such as merchandizing and theme parksall those businesses thrived under iwatas presidencykenshu kikuzawa professor of business administration at keio university believes that japanese companies strengths come from its traditional practices like lifetime employment and pay raises by seniority which still characterize major japanese companies including nintendothat in turns breeds employee loyalty which kikuzawa believes is important in the creative work that drives nintendojapanese companies should stick to being japanese doing what they do best craftsmanshiplike manufacturing kikuzawa said exactly as iwata led nintendonintendo is in many ways a very oldfashioned japanese company he said ultimately nintendo employees just really love nintendo loyalty to the company is fiercethat kind of emotional commitment allows a company to overcome difficulties even during periods of financial losses as employees hang on and work hard