In 2004 Nintendo was in a bit of a rut. Sales of its Gamecube console had been less than expected, and Nintendo had begun to build a reputation as a company that makes games for little kids.
When Reggie Fils-Aimé was hired as Executive Vice President of Sales and Marketing in December 2003, he knew that it was time to change the way that gamers see Nintendo. Determined to make an impact during his first E3 press conference in 2004, even though he was hesitant to do so, Reggie stepped on stage and said one of the most unexpected lines in gaming history:
“My name is Reggie. I’m about kicking a**, I’m about taking names, and we’re about making games.”