Shigeru Miyamoto Addresses Nintendo’s Unique Approach Amid Gaming Industry’s AI Surge

Nintendo, a leading force in the gaming industry known for genre-defining franchises like Mario and The Legend of Zelda, continues to chart its own path as the conversation around artificial intelligence (AI) intensifies within game development.

At a recent media event for the highly anticipated Nintendo Museum opening in Kyoto on October 2, Shigeru Miyamoto, celebrated creator of Mario and Zelda, shared his perspective on Nintendo’s ongoing strategy in the face of burgeoning AI adoption across the industry. Speaking with The New York Times, Miyamoto outlined Nintendo’s distinct philosophy when it comes to emergent technologies such as AI.

While many competitors are racing to integrate AI into both development pipelines and gameplay experiences, Nintendo remains focused on its core identity and originality.

Miyamoto explained that, rather than adopting AI simply to align with prevailing industry trends, Nintendo prioritizes maintaining what makes the company unique.

He remarked that though it may seem the company is intentionally diverging from the mainstream, the intention is rooted in preserving Nintendo’s unique qualities and innovative spirit.

“When there’s widespread fascination with a technology, like AI, the industry tends to follow that single direction,” Miyamoto said in summary, “but that’s exactly when Nintendo prefers to chart a different course.” This sentiment reflects Nintendo’s broader approach to technological shifts.

The company has always distinguished itself through creative risk-taking and an emphasis on fun, accessible gameplay, rather than solely focusing on technological one-upmanship.

The Nintendo Switch, a hybrid console that became a global success with over 125 million units sold since its 2017 launch, exemplifies this philosophy.

Nintendo’s leadership has previously acknowledged AI’s potential benefits and challenges.

In an earlier statement, Nintendo President Shuntaro Furukawa noted that while AI can be leveraged in novel and creative ways, the technology also introduces concerns, particularly around intellectual property rights—an issue gaining attention as AI-generated content proliferates.

Furukawa emphasized that the company remains aware of these complexities and prioritizes responsible implementation. The opening of the Nintendo Museum in Kyoto serves as a timely backdrop for this reaffirmation of Nintendo’s ethos.

Set to open its doors to fans from October 2, the museum will showcase the company’s rich legacy and creative milestones—achieved through a philosophy of innovation on its own terms, rather than following the crowd.

As the gaming industry continues to advance with AI-powered experiences, Nintendo’s leadership, spearheaded by Miyamoto and Furukawa, remains committed to charting a path that upholds the company’s distinctive character and creative independence.

For now, fans and investors can expect Nintendo to focus on the imaginative gameplay and unique experiences that have become synonymous with its brand, whether on the Nintendo Switch, future hardware, or beyond.

Nintendo Shigeru Miyamoto AI Gaming Industry Miyamoto New York Times Nintendo Museum Kyoto Nintendo Switch Shuntaro Furukawa