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Nintendo Magic: Winning the Videogame Wars Hardcover – April 27, 2010


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Product Details

  • Hardcover: 224 pages
  • Publisher: Vertical (April 27, 2010)
  • Language: English
  • ISBN-10: 1934287229
  • ISBN-13: 978-1934287224
  • Product Dimensions: 8.5 x 6.3 x 0.9 inches
  • Shipping Weight: 9.6 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #555,145 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Osamu Inoue was born in 1974. After graduating from Keio University he joined Nikkei BP (book & magazine publisher of Nikkei, the Japanese Wall Street Journal) with a focus on personal computers and international IT development. As an editor in charge of Nikkei`s Nikkei Computer column Inoue is considered to be an expert on the development of computers within the automobile, entertainment, and services industries. As of 2009 Inoue is an exclusive reporter for Nikkei Business Online, Nikkei`s web-based news service.

Nintendo Magic: Winning the Videogame Wars is his first book.

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Customer Reviews

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Easy, interesting, and informative read.
Phyllis
Slight insight into the world of Nintendo and the Phoenix that rose from the ashes of Ataris video game crash......
C. Wheat
Final analysis : One of the best books on the business of and success in the game industry ever.
Brian

Most Helpful Customer Reviews

14 of 14 people found the following review helpful By Brian on June 17, 2010
Format: Hardcover
Books on the inner workings of Nintendo are few and far between. To-date, there have been two : "Game Over Press Start To Continue" by David Sheff and this. This book fills in a number of gaps left present in the "Game Over" book, most notably the underlying psychology and upbringing of former president Yamauchi, who almost never does interviews, and was largely responsible for Nintendo's success, and where Nintendo went after the N64 came out. The two books dovetail with each other so extraordinarily well, that reading one without the other will not present a complete picture of what led to Nintendo's previous and current success. This book also details the blunders along the way in off-shoot enterprises Nintendo tried to venture into to differentiate itself outside of the entertainment industry, which is also valuable information to the aspiring businessman.

Pros :
As far as this specific book is concerned, while the book is haphazard and scatterbrained in terms of what topic is brought up in what order, the actual *content* gives such tremendous insight into the philosophy that is Nintendo, that it is to any game developer or game businessman (or Nintendo fanboy) literal GOLD in book form. The strategies of Miyamoto, Yokoi, Iwata (current president), and Yamauchi (past president) are all here in transparent form. Anyone looking to capitalize on the mentalities that led to these men becoming the legends that they are will love this book. In succinct form, they, their personal philosophies, guiding principles, and lives are all mentioned and elaborated on with piercing consideration. Hows and whys of Nintendo's product releases (with main focus on Wii and DS-era) are covered in exhaustive detail.
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6 of 6 people found the following review helpful By Derek VanDyke on May 29, 2010
Format: Hardcover Verified Purchase
For decades, Nintendo has been synonymous with video games. Whether you're talking to a casual or die-hard gamer, grandparent or child, ask what the first thing is that comes to mind when your hear "video game", and they're likely to respond with "Nintendo" or one of its products. Now, especially, Nintendo is top of many people's minds thanks to the wild success of the Wii and DS. But it wasn't always that way, and that's what makes this book such a compelling read.

More than anything, Nintendo Magic reveals the people, philosophies, and business decisions behind the company's iconic characters and products, and even how it got into the video game business in the first place. Of course it covers the advent of the now iconic DS and Wii, but it just as importantly shows how a company that started out as a manufacturer of traditional Japanese trading cards became the king of a fledgling video game industry, only to fall from heaven at the hands of Sony, and how a shift in leadership and a re-emphasis on core principles allowed it to expand its audience to record-breaking size.

Along the way, a lot of interesting anecdotes are discussed about specific products and people that will particularly please Nintendo fans (like myself) but also give the general reader a more rounded understanding of such a mysterious company. For example, when the original DS was being developed, President Satoru Iwata demanded that it be durable enough to survive repeated falls onto concrete from up to five feet, highlighting Nintendo's obsession with durability. As explained in the book, that fixation on build quality stems from the company's core philosophy that as a toy company, a broken product is an invitation for a customer to never use it again.
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4 of 4 people found the following review helpful By SGR on August 20, 2010
Format: Hardcover Verified Purchase
This was a book I bought with semi high expectations, and was pleasantly surprised. The book is extremely informative, explaining many of Nintendo's business strategies and the reasons and origins behind them, and does a good job of explaining the company's recent success and the famous figures at Nintendo. I really enjoyed reading it and would recommend it to just about any one interested in Nintendo and how the company came to be. The only flaw I found was that the book can be a little too pro Nintendo, to the point where it makes you wonder how such a great company made such great mistakes with the Nintendo 64 and Nintendo Gamecube. But regardless, the book does an exceptional job at showing more light on the company we know so little about, and that everyone should know more of.
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3 of 4 people found the following review helpful By Matt Piersall on May 30, 2010
Format: Hardcover Verified Purchase
I recommend this book if your interested in understanding the "Nintendo Perspective". "Game Over" was a much deeper historical look at Nintendo (I recommend reading both) but due to the fact that Game Over was written in 1992 its very dated.

"Nintendo Magic" is obviously incredibly a pro Nintendo read although it there are a few chapters that really face some core issues (mainly with Japans slow adoption to change). This book definitely made me respect Iwata much more and understand the weight at which the new guard at Nintendo in many ways has made the games industry a much more profitable and better landscape.

Overall great read if you've got an airplane ride you need to fill with something.

-mtcs
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