Time Magazine has released an article about the Nintendo Wii console, A time’s reporter was allowed to try the new wii controller and play some game demos.

Here are some important aspects of the Article:

“the industry is deeply troubled. Fewer innovative games are being published, and gamers are getting bored. Games have become so expensive to create that companies won’t risk money on fresh ideas”

“Here’s Microsoft’s plan for the Xbox 360: faster chips and better online service. And here’s Sony’s plan for the Playstation 3: faster chips and better online service. But Iwata thinks that with a sufficiently innovative approach, Nintendo can reinvent gaming and in the process turn nongamers into gamers.”

“Iwata has noticed is something that most gamers have long ago forgotten: to nongamers, video games are really hard. Like hard as in homework. The standard video-game controller is a kind of Siamese-twin affair, two joysticks fused together and studded with buttons, two triggers and a four-way toggle switch called a d-pad. In a game like Halo, players have to manipulate both joysticks simultaneously while working both triggers and pounding half a dozen buttons at the same time. The learning curve is steep.”

“Nintendo threw away the controller-as-we-know-it and replaced it with something that nobody in his right mind would recognize as video-game hardware at all: a short, stubby, wireless wand that resembles nothing so much as a TV remote control. Humble as it looks on the outside, it’s packed full of gadgetry: it’s part laser pointer and part motion sensor, so it knows where you’re aiming it, when and how fast you move it and how far it is from the TV screen. There’s a strong whiff of voodoo about it. If you want your character on the screen to swing a sword, you just swing the controller. If you want to aim your gun, you just aim the wand and pull the trigger.”

After playing the Wariowar minigames , he commented:

“It’s a remarkable experience. Instead of passively playing the games, with the new controller you physically perform them. You act them out. It’s almost like theater: the fourth wall between game and player dissolves. The sense of immersion–the illusion that you, personally, are projected into the game world–is powerful. And there’s an instant party atmosphere in the room. One advantage of the new controller is that it not only is fun, it looks fun. When you play with an old-style controller, you look like a loser, a blank-eyed joystick fondler. But when you’re jumping around and shaking your hulamaker, everybody’s having a good time.”

“We created a task force internally at Nintendo,” Iwata says, “whose objective was to come up with games that would attract people who don’t play games.” Last year they set out to design a game for the elderly. Amazingly, they succeeded. Brain Age is a set of electronic puzzles (including Sudoku) that purports to keep aging minds nimble. It was released for one of Nintendo’s portable platforms, the Nintendo DS, last year. So far, it has sold 2 million copies, many of them to people who had never bought a game before.”

“The name Wii not wii-thstanding, Nintendo has grasped two important notions that have eluded its competitors. The first is, Don’t listen to your customers. The hard-core gaming community is extremely vocal–they blog a lot–but if Nintendo kept listening to them, hard-core gamers would be the only audience it ever had. “[Wii] was unimaginable for them,” Iwata says. “And because it was unimaginable, they could not say that they wanted it. If you are simply listening to requests from the customer, you can satisfy their needs, but you can never surprise them. Sony and Microsoft make daily-necessity kinds of things. They have to listen to the needs of the customers and try to comply with their requests. That kind of approach has been deeply ingrained in their minds.”

“Cutting-edge design has become more important than cutting-edge technology. There is a persistent belief among engineers that consumers want more power and more features. That is incorrect. Look at Apple’s iPod, a device that didn’t and doesn’t do much more than the competition. It won because it’s easier, and sexier, to use. In many ways, Nintendo is the Apple of the gaming world”

Full Story: A Game For All Ages

Tags: Time Magazine, Nintendo Wii console, wii controller, game demos, Iwata