Satoru Iwata (Japanese: 岩田 聡; December 6, 1959 – July 11, 2015) was a Japanese businessman, video game programmer, and producer. From 2002 to 2015, he served as the fourth president of Nintendo and as the chief executive officer (CEO) of Nintendo of America from 2013 until his death. Iwata helped increase the popularity of video games by focusing on creative and fun games rather than the most advanced hardware.
Iwata was born in Sapporo, Japan. He became interested in video games early in life and created his first simple game while in high school. He studied computer science at the Tokyo Institute of Technology. In 1980, he joined HAL Laboratory, a game developer, while still in university. At HAL, he worked as a programmer and partnered with Nintendo to create his first commercial game in 1983. Iwata contributed to games such as EarthBound and many titles in the Kirby series. After HAL faced financial difficulties, Iwata became its president in 1993 at the request of Nintendo’s president, Hiroshi Yamauchi. He helped restore the company’s financial stability. Later, he worked on the Pokémon and Super Smash Bros. series. In 2000, Iwata joined Nintendo as head of its corporate planning division.
Under Iwata’s leadership, Nintendo grew significantly. When Yamauchi retired, Iwata became Nintendo’s president in May 2002. He oversaw the development of the Nintendo DS and Wii consoles, which helped the company achieve financial success. As a self-described gamer, Iwata focused on making video games appealing to people of all ages using a "blue ocean" business strategy. By 2009, Nintendo reached record profits, and Barron’s magazine ranked Iwata among the top 30 CEOs worldwide. He later expanded his strategy to create standalone products for the Wii, which evolved into a 10-year plan. However, later consoles like the Nintendo 3DS and Wii U were less profitable than the Wii, and Nintendo’s sales dropped by two-thirds between 2009 and 2012. The company experienced its first operating losses in 30 years during this time. In 2011 and 2014, Iwata voluntarily reduced his salary by half. In 2015, he shifted some of Nintendo’s focus to the growing mobile game market, forming a major partnership with mobile provider DeNA that month. Throughout his career, Iwata connected with Nintendo fans through social media and regular appearances in Iwata Asks and Nintendo Direct, becoming the company’s public face.
In June 2014, doctors discovered a tumor in Iwata’s bile duct during a routine physical exam. The tumor was removed, and he returned to work in October 2014. The issue returned in 2015, and Iwata died on July 11 at the age of 55 due to complications from the tumor. Members of the gaming industry and fans worldwide honored him through public statements and social media. Temporary memorials were created in his memory. After his death, Iwata was awarded the Lifetime Achievement Award at the 2015 Golden Joystick Awards and the 2016 D.I.C.E. Awards.
Early life
Satoru Iwata was born on December 6, 1959, and grew up in Sapporo, Japan. His father worked as a government official in the region. During middle and high school, Iwata showed leadership by serving as class president, student council president, and club president at different times. His first experience with computers was in middle school, when he used a demo computer that connected to telephone lines. Iwata often played a simple number game called Game 31 on the Sapporo subway until he learned how to play it perfectly. Using money from a dish-washing job and some extra money from his father, Iwata bought an HP-65, the first programmable calculator, in 1974. After starting at Hokkaido Sapporo South High School in April 1975, he began creating his own games during his junior year. These simple number games, such as Volleyball and Missile Attack, used an electronic calculator that he shared with his classmates.
In 1978, Iwata received his first computer, a Commodore PET. He took the machine apart to study how it worked. The computer had a central processing unit (MOS 6502), which was the same type used in the Nintendo Entertainment System (NES), a video game console for which Iwata later made games. After high school, Iwata entered the Tokyo Institute of Technology in April 1978, where he studied computer science. A professor named Tomohiko Uematsu noticed Iwata’s skill in writing software and said Iwata could program faster and more accurately than any of his other students.
While in school, Iwata worked as an unpaid intern at Commodore Japan, helping the company’s head engineer, Yash Terakura, with technical and software tasks. He took the job to learn more about computers and details not widely known. Terakura later became Iwata’s mentor, teaching him about hardware engineering to build on Iwata’s strong software knowledge. Iwata and friends rented an apartment in Akihabara and formed a group where they created and coded games. Classmates nearby called Iwata’s room "Game Center Iwata." He often showed his games to the computer department at Seibu department store. By 1980, employees there invited Iwata to join their company, HAL Laboratory, Inc.
HAL Laboratory
While studying at university, Iwata worked as a part-time programmer at HAL Laboratory in 1980. One of their first projects was an extra device that allowed older computers to show graphics for video games. Using this device, Iwata and other members of HAL created several games that were similar to Namco’s Rally-X and Galaxian. HAL became the first company to get a license from Namco to make games. After graduating in 1982, Iwata joined HAL full-time as its fifth employee and only programmer. Around this time, Iwata’s father became mayor of Muroran. His family did not support his career choice, and his father did not speak to him for six months after Iwata joined HAL.
In 1983, Iwata became HAL’s coordinator for software production. During this time, he helped HAL build a relationship with Nintendo so they could create games for the newly released Nintendo Entertainment System (NES). Iwata personally traveled to Kyoto to ask Nintendo for permission to make games for the NES, and Nintendo agreed. His first game published for sale was Joust for the NES, which was based on a 1982 arcade game. Other games he worked on included Balloon Fight, NES Open Tournament Golf, EarthBound, and the Kirby series. Nintendo asked other developers to create Open Tournament Golf, but they refused because they thought the game’s large data could not fit on an NES cartridge. Iwata took the chance to develop the game, which was very challenging because he had to create his own way to compress data to fit all 18 courses into the game. Similarly, HAL had to program a special scrolling effect for F-1 Race because the NES hardware did not support it at first.
Iwata’s skill in programming earned him respect from other programmers and gamers. He often worked on weekends and holidays because of his dedication. When HAL faced financial trouble, Iwata became its president in 1993 at the request of Nintendo’s president, Hiroshi Yamauchi. With help from Nintendo, Iwata helped HAL reduce its ¥1.5 billion debt and improve its finances within six years. Without management experience, Iwata studied books and asked others for advice to learn how to lead better.
Although he was not working for Nintendo at the time, Iwata helped develop Pokémon Gold and Silver, which were released for the Game Boy Color in 1999. He created tools to compress graphics for these games. While acting as a liaison between Game Freak and Nintendo, he helped program Pokémon Stadium for the Nintendo 64 by studying the original code from Pokémon Red and Green and adapting the battle system into the new game in one week. According to Tsunekazu Ishihara, president of The Pokémon Company, Iwata played a key role in bringing Pokémon to Western markets. While leading HAL, he planned how to translate the games for Western audiences after studying the code for Red and Green. This work was completed by Teruki Murakawa, and Western versions of the games were released two years after their Japanese launch. Iwata also helped Masahiro Sakurai develop Super Smash Bros. for the Nintendo 64.
Nintendo
In 2000, Iwata joined Nintendo as the head of its corporate planning division and became a member of the board of directors. Over the next two years, he worked to lower the cost and time needed to develop games while keeping their quality. During his first two years at Nintendo, the company's profits increased by 20% and 41%, which may have been partly due to his efforts. When Yamauchi, who had been Nintendo's president since 1949, retired on May 24, 2002, Iwata became the company's fourth president with Yamauchi's approval. He was the first president not related to the Yamauchi family by blood or marriage since Nintendo was founded in 1889. Yamauchi left the company with a final request: "that Nintendo create entirely new ideas and develop hardware and software that reflect these ideas." Iwata inherited a company that encouraged individualism, with a policy to create new positions as needed. However, this made it harder for some departments to work together efficiently.
At the time of Iwata's promotion, Nintendo was still profitable but not performing as well as other console makers. The GameCube, a recently released console, was selling poorly compared to Sony's PlayStation 2 and Microsoft's Xbox. His presidency began as online gaming became more popular, and Nintendo had not yet entered this area. Iwata took a cautious approach, saying, "We are not against online gaming, but we are being practical." He also strengthened Nintendo's relationship with Capcom, which helped improve the GameCube's appeal. In a 2002 interview, Iwata said he believed the gaming industry was becoming too exclusive and wanted to create hardware and games that appealed to all players, not just those focused on high-end graphics.
One of Iwata's first actions as president was to meet directly with the company's 40 department heads and 150 other employees. This was different from Yamauchi's practice of rarely meeting with employees and giving only one speech per year. Shigeru Miyamoto described the previous work environment as "stuffy" and said Iwata "improved the ventilation." Iwata understood that his position as president would not guarantee employee cooperation, so he focused on communicating with them personally. If employees disagreed with his ideas, he encouraged them to follow their own plans, saying, "creators only improve by taking risks." He also used more data and science in business decisions, unlike Yamauchi, who relied on intuition. Iwata promoted Miyamoto, Genyo Takeda, Yoshihiro Mori, and Shinji Hatano to representative directors on the board, matching his own rank.
In 2003, Iwata emphasized the urgency of changes in the gaming market during a keynote speech at the Tokyo Game Show. He reflected on the industry's history and noted declining interest in video games. Sales in Japan had dropped since the late 1990s and continued into the early 2000s. Competition between Nintendo and Sony led to consoles with more powerful hardware, but the Nintendo 64 was too difficult for developers, causing software to suffer. After a year-long study, Nintendo decided to focus on software instead of hardware. In 2004, the company reorganized, consolidating departments created under Yamauchi. Iwata encouraged collaboration across the company and later started the "User Expansion Project" in 2005, allowing employees not involved in game development to suggest new game ideas.
In a March 2004 interview, Iwata said, "Games have come to a dead end." He argued that developers wasted too much time focusing on core gamers and would struggle to profit without appealing to average players. He aimed to prove that Nintendo, seen as a traditional company, could become a leader in entertainment innovation. Iwata used a "blue ocean" strategy, focusing on creating new markets instead of competing on technical features. Drawing from his experience as a game developer, he worked to produce unique and fun hardware and games.
Iwata helped revive Nintendo's handheld business by shifting from the Game Boy Advance to the Nintendo DS, which had a unique design and a touchscreen that enabled new types of games. The idea for using two screens on a single device came from Yamauchi before his retirement, while Miyamoto suggested the touchscreen. Miyamoto led the development of the DS and its prototypes. The Nintendo DS became one of the best-selling consoles, with over 154 million units sold by September 2014. In June 2004, Iwata met with Dr. Ryuta Kawashima to create a game for non-gamers, which became Brain Age: Train Your Brain in Minutes a Day!, released in May 2005. Iwata personally oversaw the series, even skipping a public event on the day of the DS's release in Japan. Miyamoto supported the project and sent a protégé, Kouichi Kawamoto, to help develop the game. The Brain Age series contributed to the DS's popularity, selling over 30 million copies by December 2008.
Later versions of the DS, the DS Lite and DSi, also sold well. The DS Lite improved the original with brighter screens and a slimmer design, meeting consumer demand. Released in March 2006 in Japan and globally three months later, the DS Lite sold nearly 94 million units. Iwata aimed to increase ownership from one per household to one per person. The DSi, the third version, continued this idea, with the "i" symbolizing a single person. Despite concerns about market saturation, Iwata believed the DSi would succeed, especially in Europe. The DSi added features like cameras, SD card support, and the "Nintendo DSi Shop." The quick releases of the DS Lite and DSi, about 18 months apart instead of the usual five years, helped reduce the price drop that often discouraged early buyers.
Video games should be one thing: fun. Fun for everyone.
Discussions between Iwata, Miyamoto, and Takeda about a new home console began in early 2003. With Yamauchi's encouragement, Iwata pushed for a revolutionary product that became the Wii. He assigned Takeda to the project, telling him to "go off the tech roadmap."
Illness and death
On June 5, 2014, Nintendo announced that Satoru Iwata would not attend E3 2014 because of health issues. On June 24, Iwata shared a message with shareholders, explaining that he had surgery the week before to remove a tumor found during a regular checkup. After about four months of recovery from the successful surgery, he returned to work in October. During this time, he lost a significant amount of weight but said he felt healthier. Iwata made his first public appearance on a Nintendo Direct announcement on November 5, though he looked tired and pale. He accepted this calmly and updated his Mii avatar, digital characters used in Nintendo games, in June 2015 to show his slimmer appearance.
On January 28, 2015, Iwata developed a high fever and was suspected of having the flu, which led to the postponement of a shareholder meeting. Later, after attending another shareholder meeting on June 26, Iwata became ill again and was hospitalized. Despite this, he continued working from his hospital bed using his laptop, offering feedback on the game Pokémon Go to Tsunekazu Ishihara. Iwata passed away on July 11, 2015, at the age of 55, due to complications from the tumor at Kyoto University Hospital. He was survived by his wife, Kayoko. Nintendo announced his death the next day.
Flags at Nintendo’s headquarters were lowered to half-staff on July 13. Nintendo’s regional offices observed a day of silence on July 13 across all social media accounts to honor Iwata. Many in the gaming industry and fans expressed sadness and gratitude for his contributions on social media. Memorials were created worldwide, including at the Japanese Embassy in Moscow, Russia, and the Nintendo World Store in Manhattan, New York. Shuhei Yoshida, president of SCE Worldwide Studios, said, “I pray that Mr. Iwata, who contributed so much to the gaming industry, rests in peace.” Junichi Masuda, a composer and director known for Pokémon games, tweeted, “He was a man who understood Pokémon and a great leader. When I visited, he was well. I will pray for his soul from the bottom of my heart.” The Tokyo Institute of Technology released a memorial statement on August 4, with former classmates and professors sharing memories of Iwata. At the Game Awards 2015, Reggie Fils-Aimé honored Iwata, calling him “fearless” and “unique.”
Hours after Iwata’s death, a photo of a rainbow over Nintendo’s Kyoto headquarters was posted on Twitter and widely shared. It was called “the Rainbow Road to Heaven,” referencing a stage in the Mario Kart series. Buddhist funeral services were held in Kyoto on July 16 and 17. Despite stormy weather from Typhoon Nangka, about 4,100 people attended to pay respects. Attendees included Reggie Fils-Aimé, Shigeru Miyamoto, Genyo Takeda, and Iwata’s close friend, Masahiro Sakurai. After the funeral, Iwata’s remains were cremated, and his ashes were buried in an undisclosed location in Kyoto.
After Iwata’s death, general directors Shigeru Miyamoto and Genyo Takeda temporarily managed Nintendo together. On September 14, Nintendo announced that Tatsumi Kimishima, head of its Human Resources Division and former CEO of Nintendo of America, would become the fifth president of Nintendo.
Influence and legacy
On my business card, I am a corporate president. In my mind, I am a game developer. But in my heart, I am a gamer.
Throughout his life, Satoru Iwata was known for unusual ideas and changing the way people think about gaming. He was seen as the best example of Nintendo: playful, quirky, humorous, and fun. Iwata’s skill in programming made many people call him a "genius" in that field, with some comparing him to a Japanese Bill Gates. His direct involvement in business earned respect from both game creators and players. The beginning of Iwata’s "Heart of a Gamer" speech at GDC 2005 is considered the most important part of who he was: a modest businessman who loved video games. He, along with others at Nintendo like Shigeru Miyamoto, helped grow the gaming market and created a new type of game. Instead of competing directly with companies like Microsoft and Sony, Iwata focused on reaching new players, which helped him achieve his goals. Because of this, he was called a "gentle revolutionary." The simple design of the Nintendo DS and Wii helped more people enjoy games. Chris Kohler from Wired magazine said, "Thanks to Nintendo’s Satoru Iwata, we’re all gamers now," referring to how the popularity of video games increased after the DS and Wii were released. Although many people respected Iwata, he faced criticism for being too firm about moving Nintendo into the mobile market. After Iwata passed away, Reggie Fils-Aimé said, "… it will be years before his impact on both Nintendo and the entire video game industry will be fully appreciated."
In October 2015, a fan-made Amiibo featuring Iwata’s Mii avatar was made and sold for US$1,900 on eBay; all the money was given to the Child’s Play charity in his memory. Iwata was honored with the Lifetime Achievement Award at the 2015 Golden Joystick Awards and the 2016 DICE Awards after his death. At the 2016 Game Developers Choice Awards, Iwata was recognized with a short animated film created by David Hellman, the artist who worked on Braid. In July 2019, a book titled Iwata-san was published in Japan by Yasuda Nagata. The book includes parts from many Iwata Asks interviews and interviews with Iwata’s close friends, including Shigeru Miyamoto and Shigesato Itoi, after his death. Because of public interest, the book is being translated into multiple languages by the Tuttle-Mori Agency. Viz Media released the book as Ask Iwata in North America on April 13, 2021.
A tribute reading, "This game is dedicated to our wingman who fell in battle," was added to the end of the credits for Star Fox Zero. Another possible tribute appears in The Legend of Zelda: Breath of the Wild, a game developed around the time of Iwata’s death. A non-playable character who looks like Satoru Iwata asks the player to climb Satori Mountain to find the mystical Lord of the Mountain, who is also called "Satori." Because of the similarity between "Satori" and "Satoru" and the idea that the Lord of the Mountain is a guiding spirit, this quest is believed to be a tribute to Iwata. Both the non-playable character and the Lord of the Mountain appear again in The Legend of Zelda: Tears of the Kingdom.
In September 2017, people who modify games found that an emulated version of the NES game Golf, which Iwata programmed, is included in the Nintendo Switch firmware. This can be accessed by moving the Joy-Con controllers in a way similar to how Iwata moved his hands during Nintendo Direct presentations when the system clock is set to July 11, the day of his death. Nintendo later removed this feature with a system update. In Pokémon Ultra Sun and Ultra Moon, visiting the Game Freak building with Pokémon from Pokémon Gold and Silver causes a non-player character to mention how they struggled to transfer data to Game Boy Color game cards until helped by an "amazing guy," which refers to Iwata’s work on Gold and Silver that allowed the game to include the full world from Pokémon Red and Blue without making the world too large.