Nintendo spokesperson extraordinaire Perrin Kaplan can handle any questions I throw at her.
So why hold back?
In today's second part of my recent interview with Kaplan, I ask her about criticisms of Nintendo's Seal of Quality insofar as it affects the quality of third party games, the lack of a consumer program in the U.S. that's as good as Japan and Europe's Club Nintendo and about her craziest days at work (surely the day that "Revolution" was re-named "Wii").
I even got her to speak Japanese -- just a little. And we discussed the Stephen Totilo Game Company. But of course!
For those interested in the full experience, start with Part One. Everyone else can read on...
Multiplayer: How do you think the Nintendo Seal of Quality is working these days? You guys just got hammered in the latest EGM for what was regarded as a glut of games. Without a formal approval process, you're seen as having everything from the world's best games to the world's lamest games on Nintendo platforms. Yet you guys are the ones who have this Seal of Quality. And there's a call in the magazine that there needs to be a formal approval process, because there's just a glut of drek.
Perrin Kaplan, vice president of marketing, Nintendo of America: Are you going off N'Gai's comment on the show in New York where he said we have just about anything on our system?
[Note: Kaplan is referring to Newsweek reporter N'Gai Croal's comment during a 'Manhunt 2'-related segment on CNN: "The other thing is Nintendo tends to not really have that strict controls on what comes out on their machines. As long as you don't get an 'AO' rating, they'll pretty much let you put it out."]
Multiplayer: No, no, I'm going by the report in EGM.
Kaplan: We do have an approval process. Publishers who are established publishers with us are free to produce their product for our system. The Stephen Totilo Company, who already has established making great games -- I can't say, 'That one game of yours is a lemon, and therefore you can't produce it.' Because you have legal rights to do that.
I think the Seal of Quality means that the products Nintendo produces will bring entertainment value. [Consider] the systems' integrity. We go through a lot of testing in our manufacturing. You hear a lot about Game Boys that have been in lakes and still work. There's a lot of different things you can do to the systems and they still work, so the quality is definitely there.
Multiplayer: For the hardware, yeah. I don't think anybody doubts the hardware. The hardware is something you guys clearly have direct control over. You guys make the hardware. The hardware is built to last. People even talk about the durability of the cartridges. You put those through the wash -- the old Game Boy cartridges -- and they work. It's the games. You've gone to a game store. You've seen the tons of games out there.
Kaplan: There is a plethora of software to pick from. Nintendo is always in the top 10 of top-selling games. So I do think that the quality of the products is there, and I think we rise to the top frequently and often. I know the reason we're sitting here and having an interview is because you and your viewers love the Nintendo products. Whether people love all of them -- I think you would expect out of libraries those sizes for the DS and the Wii not everybody would love all of them.
Multiplayer: So you don't think that -- and again, this is the premise of a couple of reports in just that most recent EGM -- you don't feel that Nintendo moreso than other platform holders is not keeping as tight constraints on quality and not keeping the quality control where it should be when you look at the contributions from third parties?
Kaplan: I have to say I disagree with the statement. Third parties will find out if their games are successful or not by mere matter of sales. And I think that that applies to any of the hardware systems. If they publish for any of the three, if the product does not sell well, it fails on its own. If they cannot get shelf space, it fails on its own. If consumers don't buy it, it fails on its own. So I do think that the poorer stuff does get sifted out and the really good products do rise to the top.
Multiplayer: Something that I've been wondering for a bit which is I sometimes look at the programs Nintendo has in Japan and the programs Nintendo has in America. And if I was an avid Nintendo gamer in Japan, I'm able to take a lot of the bar-codes and proofs of purchase and what have you and I'm able to send them back and register them to Nintendo. And Nintendo of Japan sends out all sorts of interesting tchochkes and nicknacks and you can also get games -- there's a game called "Exclamation Warriors" that is developed just for that community of people who are redeeming it. If you're a Nintendo gamer in the U.S., I'm not aware of there being any sort of program or promotion like that. Why is that?
Kaplan: So you mean like the My Nintendo, you become a member and you can earn. Europe has had that as well.
Multiplayer: Yeah, the Club Nintendo.
Kaplan: You know we've taken a really close look at what they're doing in Europe and what they're doing in Japan. You have to remember that, geographically, we're much bigger here and cost-wise, it is much more expensive to run a program like that. We try to do pre-sale with our retailers as often as possible. You're talking about a scale that is much larger. But we do look at the differences in markets and what consumers are liking. It's just a difference in scale.
Multiplayer: You're looking at it. Do you have any plans to change it?
Kaplan: We don't have anything right this minute. But let me just say that we continue to look at those kinds of programs and ways to reward consumers for their loyalty and for continuing to enjoy our products.
Multiplayer: Nintendo's moving. Nintendo Power is no longer going to be internally published. There seems to be a lot of transition at Nintendo. Can you talk about what the changes are and to what extent gamers should feel that it affects them, for better or for worse?
Kaplan: I think that because Nintendo is a hot brand there is kind of a myopic view on every little thing we're doing. Companies do relocate. They reorganize on a weekly, monthly, yearly basis. And I think Nintendo wants consumers to know that this should be seamless and there's no concern.
The quality of the products is there. The innovation continues. The passion that people have toward the brand continues. Everybody is nose-down, doing the great work we've always done. It doesn't really matter if you do it in New York, San Francisco or Redmond, it is the same Nintendo and the same passion that's applied. I think people just want to talk about it because we're a hot brand and people always want to know what's going on in the inside.
Multiplayer: Nothing's going to get worse, you're saying. Do you see any of these moves having any positive benefits to gamers?
Kaplan: In terms of gamers, I think adding new people to the mix adds to the relevance of Nintendo. It brings in innovative fresh ideas. I think being in San Francisco is going to be very good for Nintendo. We're kind of in a different hotbed of activity. The same with New York. You never know -- we can partner more often with MTV. I think at the end there will be consumers that will benefit from it, but as far as the end product I'm not so sure.
Multiplayer: Let's talk about online. Nintendo has gone from basically not having done much with online in the United States as of a few years ago to doing a lot more in terms of Wi-Fi Connect and what have you. With "Smash Brothers" coming in as probably the online game that will be most avidly consumed by Nintendo fans, where do you see online going with Nintendo and how the service might develop?
Kaplan: I think one of the things that is very important for consumers to remember is that comparisons are very easy for everybody to do. Sony does this and Microsoft does this, and, therefore, Nintendo should do this -- or vice versa. Very different companies. It's definitely apples to oranges. Our online efforts are very unique to us and unique to the innovation that we're doing and are continuing to drive forward. You'll see some things in "Smash" that are wonderful and different and very Nintendo and not necessarily something you could compare to Xbox Live.
Multiplayer: Can we talk about you for a little bit?
Kaplan: Sure.
Multiplayer: You're about to leave Nintendo. How long have you been at Nintendo? And I'm curious what your experience at the company has been like, and what you've seen change and stay the same and what have you.
Kaplan: I never expected to stay at the company this long. It's been an absolutely brilliant run. The company was in its infancy in so many different ways when I joined…
Multiplayer: Which was when?
Kaplan: Which was in 1992. A little over 15 years by the time I leave. I got to start out with Mr. Arakawa and Howard Lincoln and that was an amazing time of creativity and innovation and the competitive nature and doing things unique and differently and then the arrival of new kinds of leadership. For example, Reggie. He's got a really high bar of quality. He instills excitement in people and inspires you to do things new and differently. That passion element has continued.
I just never figured I would have done it this long. But I have fallen I love with it. This kind of entertainment is really important in people's lives. And it's been so fun to dabble in many different things. I have learned tons and I think contributed an awful whole lot.
Multiplayer: What was the craziest day you ever had at the office?
Kaplan: Oh boy. I have to say probably my finest moment ever still to this day was a GDC many years ago when it was Mr. Miyamoto's first biggest presentationAnd he, as shy as he was at the time -- and still is by nature -- came to the stage to speak, wanted to speak in Japanese because that was more comfortable for him. The audience of 3000 at the time, which was a big deal, gave him a standing ovation before he even started.
I think this made all of us overwhelmed. Because he said, 'Why? Why me?' And I said, 'That's what you don't understand. The people are in that audience because of you.' It just was such a neat moment. He has just inspired so many people to go into this field when they grow up. So that was a really really cool moment and he's so sweet. He thanks us for making him famous. And I tell him, 'it's really your work that did it.'
Multiplayer: That sounds like a fun day. Give me a crazy day. Might it have been the day you discovered the Revolution was going to be spelled W-I-I?
Kaplan: Oh boy.
Multiplayer: You remember that day.
Kaplan: I remember all the days. You know what? I am a tightrope walker. I work on something that someone else might consider their worst day. I have still reveled in it and enjoyed it. I love challenges. I love to spin a lot of plates at one time. I mean, people said, "Oh you're going to name it a Wii." And we went to work and decided how to communicate that. It wasn't like I went home and said, "That was an awful day." I might have said, "That was more challenging than usual and what did I learn today? And what can I contribute giving back?"
I've never really had a bad day. I have to say it's been a brilliant run. I go home cranky and tired because it's a nasty commute. But, no, it's been great. And nobody cares that's it's called a "Wii" or a "pizza."
Multiplayer: They sure did then.
Kaplan: But they sure don't now.
Multiplayer: How many games do you think you've given away to people for free during your 15 years of working at Nintendo? How many favors?
Kaplan: Favors? I don't do favors.
Multiplayer: Relatives don't come out of the woodwork?
Kaplan: I don't give free. People buy. Nope.
Multiplayer: You've never had to get an autograph?
Kaplan: People come to my house and try stuff out. That inspires them. I call it viral marketing.
Multiplayer: Anything else stand out from your tenure?
Kaplan: How incredible it has been to work for a company that is global and is just a household word that is known throughout the world. It has been a pleasure to work for a top brand and to say that I've had a really big part in making that happen. It's been a dream come true for me and it's been a lot of fun.
And my four-year-old daughter keeps saying, 'Do you still work at Nintendo, mommy?' And I just hope that she remembers that I did, because four's kinda young. But I'll explain to her she can do anything she wants.
Multiplayer: Cool. And since you have 15 years of experience with Nintendo under your belt, can you say something in Japanese for us now?
Kaplan: Hai.
