“General marketing wisdom says that customers need to be segmented. For product planning, the target audience needs to be identified and narrowed down… The fact of the matter is, [Shigeru] Miyamoto is the head of one R&D division, which can only launch a few titles each year. To maximise the result, we have decided to counter the common marketing wisdom and go anti-segmentation if everyone else is segmenting everything. This is easier said than done. It is a huge challenge to make a game that will please and be fun for both veteran gamers with the expected depth and novice gamers who say ‘I don’t get it’ but provide them with particular depth that can lead them to deeper points just as they become eager to play longer. Nintendo would like to tackle this enormous challenge.” – Satoru Iwata