'My name is Reggie ...' Former Nintendo of America leader on his new book, and what's next in games


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One of the most memorable lines of the past two decades in video games was delivered not by a character in a game but by an executive on stage.

“My name is Reggie. I’m about kicking ass and taking names — and we’re about making games,” declared Reggie Fils-Aimé, introducing himself during Nintendo’s presentation at the E3 convention in Los Angeles in 2004.

The line represented a new attitude from Nintendo, a statement that the legendary game company hadn’t given up in its battle against the would-be bosses of the industry, Sony and Microsoft. It marked the beginning of a resurgence for the Japanese company and its Redmond, Wash.-based subsidiary, Nintendo of America, which Fils-Aimé would go on to lead as president and chief operating officer.

But it actually wasn’t how that line was originally drafted.

The last-minute change is one of many behind-the-scenes stories told by the retired Nintendo of America executive in his new book, “Disrupting the Game: From the Bronx to the Top of Nintendo.”

The book combines Fils-Aimé’s life story with leadership insights and some eye-opening anecdotes for fans of Nintendo and video games, including inside details about his working relationships with legendary game designer Shigeru Miyamoto and late Nintendo President and CEO Satoru Iwata.

Reggie Fils-Aimé joins us on this episode of the GeekWire Podcast to talk about his career, his book, and what’s next in video games. He also shares the story of that pivotal introductory line, how it was originally supposed to be delivered, and the larger significance of the change that was made on the eve of the event.

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