Satoru Iwata
Following up on his 2002 interview, Iwata said there was a problem in the gaming market in his keynote speech at the 2003 Tokyo Game Show. During this speech, he thought about the history of the industry and that there was less interest in video games. Starting at the end of the 1990s, were fewer sales in the Japanese market. This continued into the early 2000s. Competition between Nintendo and Sony meant consoles were more focused on powerful hardware. However, the Nintendo 64 was too difficult for developers to make games. Because of this, software was not as good. Iwata asked for an analysis to be done. Nintendo decided that focusing on hardware was not the best way to promote video games. They decided to focus on software. In 2004, there was a big change within Nintendo. Iwata merged various departments created under Yamauchi. He wanted to have collaborative work throughout the company. He later created a "User Expansion Project" in 2005. Employees normally not related to game development would give ideas for new games.