Shigeru Miyamoto said Nintendo designed the DS and Wii to make video games feel like an ordinary activity, rather than something that divided people into “gamers” and “non-gamers”. He compared gaming with reading, arguing that people are not usually categorised as book readers or non-book readers; the aim was therefore to broaden games’ social acceptance.

The comments were made in an interview with Famitsu, translated by GamesRadar+. Miyamoto presented the DS and Wii as hardware intended to reach people beyond established players, reflecting Nintendo’s wider strategy of using accessible controls and experiences to expand the audience for games.