Nintendo is home to some of the most beloved characters in the video game industry—Mario, Pikachu, Kirby, and many others. But inside the company itself is another cast of beloved characters—the army of developers that has stuck with Nintendo for most of their careers.
“It’s almost impossible for any developer who is now of working age to have grown up without at least some influence from Nintendo,” says Keza MacDonald, author of the forthcoming book Super Nintendo: The Game-Changing Company That Unlocked the Power of Play, based off years of reporting on the company as a games journalist. “It is still, to this day, making games differently from everyone else.”
Indeed Nintendo has largely sidestepped the graphics arms race that has bedeviled both its hardware and software competitors, instead focusing on what Game Boy designer Gunpei Yokoi affectionately termed “withered technology”: Using well-established technology and focusing on making something fun instead. That strategy has also allowed Nintendo to avoid the high costs and constant retraining that are hamstringing its competitors.
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The Japanese game developer embraced “the principle of finding a playful way to design things that aren’t necessarily at the cutting-edge,” explains MacDonald, who currently writes about gaming for The Guardian. “That’s been a part of Nintendo’s philosophy since before it was even making video games.”
