How is Nintendo positioning itself for the future of reality? In an interview with Bloomberg West, Reggie Fils-Aime (the head honcho at Nintendo of America) broached the the topic directly. In short, Fils-Aime doesn’t think virtual reality is ready for most consumers and, in that same vein, Nintendo:
For [Nintendo], we want to make sure technology is mainstream. We want to make sure that the technology represents strong value to the consumer….
So the way we look at VR, or even AR which we have within our Nintendo 3DS system, for us the technology has to be at a point where it could be mainstream, and then it takes content creating companies like us to really make things the consumer wants to experience, that they want to jump into the particular technology, that’s how we move it forward.
We’ve been looking at the VR space since the days of the Virtual Boy. With us, we want to make sure our next content is going to be main stream, mass market approachable. And when something like VR is at that point, you can expect Nintendo to be there.
When asked about the prospect of virtual reality generally, Fils-Aime had this to say:
I think VR is a bit out there for mainstream, mass market applications — applications that consumers can invest a lot of time in, versus short snacks of entertainment.
This observation isn’t a one off in the industry — Take-Two’s CEO Strauss Zelnick has mentioned that his company is holding back for development in VR until a market exists.