Nokia was one of the pioneers of mobile gaming due to the popularity of "Snake", which came pre-loaded on many products. In 2002, Nokia attempted to break into the handheld gaming market with the N-Gage. Nokia's head of entertainment and media, Ilkka Raiskinen, once quoted "Game Boy is for 10-year-olds", stating that N-Gage is more suited to a mature audience. However, the device was a failure, unable to challenge the dominant market leader Nintendo. Nokia attempted to revive N-Gage as a platform for their S60 smartphones, which eventually launched in 2008.