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Reginald Fils-Aimé
Born March 1961 (1961-03)
United States
Occupation President and COO of Nintendo of America

Reginald "Reggie" Fils-Aimé (pronounced /ˈfiːzɛmeɪ/) (March 1961) is President and Chief Operating Officer of Nintendo of America, the North American division of the Japan-based video game company Nintendo.[1][2] Prior to his promotion to President and Chief Operating Officer, Fils-Aimé was Executive Vice President of Sales and Marketing. He gained celebrity status among gamers following his appearance at Nintendo's May 2004 E3 press conference.[3]



Reggie Fils-Aimé was born to Haitian immigrants, who moved to the United States due to the conflicting political views of Fils-Aimé's grandparents.[4] He graduated from Brentwood High School and was accepted to Cornell University in 1979.[5] While at Cornell, he was a member of Phi Sigma Kappa. He earned a Bachelor of Science in Applied Economics in 1983.

Early career

After receiving his degree, Fils-Aimé took a position with Procter & Gamble. Following that, he took a position as Senior Director of National Marketing at Pizza Hut, where he launched the Bigfoot Pizza and The Big New Yorker.

Fils-Aimé has served as the Head of Marketing for Guinness in the United States and was responsible for all brands. He also worked as Chief Marketing Officer at Derby Cycle Corporation, directing sales and marketing efforts for eight brands. Fils-Aimé served as Managing Director and oversaw Raleigh U.K., Derby's British operations just six months in 1999.

He then joined the world's Chinese food service leader, Panda Management Co., acting as Senior Vice President. Later, he came on board to VH1 as Senior Vice President. He was responsible for a 30% increase in ratings by refocusing the channel's content to appeal to younger viewers.


Fils-Aimé joined Nintendo in December 2003 as the Executive Vice President of Sales and Marketing. He was responsible for all sales and marketing activities for Nintendo in the United States, Canada, and Latin America.

On May 25, 2006 Fils-Aimé became the President and Chief Operating Officer of Nintendo of America after former president, Tatsumi Kimishima, was moved to his new role as Chairman of the Board and Chief Executive Officer. Fils-Aimé is the first American to hold this position.

Fils-Aimé shot to fame in May 2004 with the opening line of Nintendo's E3 press conference: "My name is Reggie. I'm about kickin' ass, I'm about takin' names, and we're about makin' games." His theatrical antics gained a cult following soon after, with many gamers calling him the "Regginator"[3] and video games podcast Angry Gamer turning him into a recurring character on their show. Following the conference, many images of him spread across the Web. Reggie is considered by some to be responsible for revamping Nintendo's public relations in North America, leading many fans and members of the press to dub his arrival the "Reggielution" (after "Revolution", the code name for the Wii).[6]

He has attributed the success of the Wii to a marketing strategy laid out by Clayton Christensen:

First, how do you satisfy the core while still expanding appeal? And second, how do you leverage your strengths against entirely untapped audiences--to the so-called "blue oceans" in popular marketing speak? ... Provide a new product that actually underperforms on an established industry metric for "progress," and substitute an alternative that typically is smaller, less expensive and easier to use. Initially, the "core" of any industry will scoff. But if the product is right, enough new users will be attracted to form an alternative definition for progress.[7]

On November 5, 2007, at the encouragement of marketing professor Ed McLaughlin in the department of Applied Economics and Management at Cornell University, Fils-Aimé gave a guest lecture on Nintendo's marketing strategy targeted at gamers across a spectrum of demographics.

Fils-Aimé is a member of the Advisory Council for Cornell's Communication department.

Personal life

Fils-Aimé was previously married and divorced. Fils-Aimé is the father of three children. He has a long-term girlfriend, Stacey Sanner, whom he met at his previous career at VH1.[3]


  • Clio Award
  • AICP award for Advertising Excellence
  • Silver Edison from the American Marketing Institute
  • 2 Gold EFFIEs from the New York American Marketing Association
  • Named one of the "Marketing 100" by Advertising Age in 1998


External links


Up to date as of January 14, 2010
(Redirected to Reggie Fils-Aime article)

From Wikiquote

Reginald "Reggie" Fils-Aime (born in March 1961) is the President and Chief Operating Officer of Nintendo of America.

We plan to clean up this section soon...



  • Hello, my name is Reggie...and I'm happy...
  • The fans are great, you know, I have to tell you a story. After E³, I immediately go into interviews and other meetings. I get a phone call from my son, who is now 16 years old, telling me, "Dad, you're famous. You got all these things on the web!" And I'm, like, "You're kidding me!" I didn't know what was going on. And we had all these fansites and all this information floating around. They called it the Reggielution and they called me the Reggienator. It was pretty fun.
    • Source: [1]
    • Commenting on his fanbase that arose following his appearance at E³ 2004
  • If you're ready to move beyond pure numbers, to a place where your right brain can envision the best in innovation and the best in gameplay improvement, well, you've come to the right place.
    • Source: E³ 2005
  • The graveyard of any industry is filled with the headstones of companies who decided to keep doing things the same old way. Playing only on the margin, making things just a little bit better. That strategy works....for a while, but ultimately it's fatal. Over the years our industry has come to accept progress simply by what’s on the screen.
    • Source: E³ 2006 Press Conference
  • My name is Reggie, and I, am happy.
    • Source: E³ 2007 Press Conference

On "kickin' ass and takin' names"

  • My name is Reggie. I'm about kickin' ass, I'm about takin' names, and we're about makin' games.
  • Don't make me do it. I'll take your name.
    • Source: E³ 2005 section of before E³
  • Mr. Iwata, perhaps this year I can just take the names and you can kick know...
    • Source: E³ 2006 Press Conference [2]

On violence in video games

  • There's been nothing proven that violence in video games has an impact. As a parent though, and I'm a parent for a 20-year-old, for a 16-year-old and for a 10-year-old, and so, you know, I make choices everyday for my kids as to what games I think is appropriate for them to play. And, you know, in the end it's up to the parents, it's up to the gamers themselves working with their parents, if they're under 21, to make the smartest choice for the games they play.
  • The government is already involved from an entertainment standpoint. I mean, they regulate a large part of our entertainment. What we're trying to do as an industry is be proactive and drive it much more positively, much more effectively, than the government can, and that's what the ESA is all about[....]We think we're doing a pretty effective job, and certainly from an Nintendo perspective, we think the ESA is the way to go.
    • Source: [4]
    • Addressing regulation in the gaming industry as well as criticism of video game violence by Jack Thompson

On Nintendo

  • It's a new day. A new day for me, and a new day for Nintendo.
    • Source: E³ 2004
  • Over the years, I know you've heard a lot of Nintendo people say, "we're all about the games". Well, guess what? We are. Whether you're talking about Donkey Kong or Tetris, Madden or Mario, Metal Gear or Resident Evil, he with the best games wins. Always been that way, always will.
    • Source: E³ 2004
  • I hope if we've done anything, it's to show you that this is a new day for Nintendo. We remain all about the game, all about the gamer, or in other words, all about you.
    • Source: E³ 2004
  • Now I know many of you today walked in with numbers already swimming in your heads: 360, 16x9, 1080, 8.2 GHz. Well, we'd like to add one more number to the mix. And that number is two.
    • Source: E³ 2005 Press Event
    • Reference to the big numbers in hardware power and specifications that Microsoft and Sony had mentioned about their upcoming video game consoles
    • '2' refers to Nintendo having sold two billion games since the NES
  • Nintendo's way is to challenge conventional thinking. Not just for the sake of doing things differently, but to do things better.
    • Source: E³ 2006

On market expansion

  • We're working to overcome the overly macho nature of the current online console game world, where a handful of the high testosterone crowd fight for supremacy, while the mass of casual game players stay away.
    • Source: E³ 2005
  • The key here are two little words: the word 'or' and the word 'and'. Nintendo is not an or company, with games devoted to just this group or that group. We're an and company, with games for this group and that group and for groups that don't even call themselves gamers yet.
    • Source: E³ 2005
  • Do you know anyone who's never watched TV, never seen a movie, never read a book? Of course not. So let me ask you one more question. Do you know someone, maybe even in your own family, who's never played a video game? I bet you do. How can this be? If we want to consider ourselves a true mass medium, if we want to grow as an industry, this has to change.
    • Source: E³ 2006 Press Conference[5]

On Nintendo DS

  • DS not only changes Nintendo, it changes our industry.
    • Source: E³ 2004
  • I like to think of it like buying a car. Admit it. Your left brain looks at a vehicle in terms of the numbers. What's the horsepower? The towing capacity? The 0-60? That's our competitor's approach. But your right brain is different. There's only one question out there: sitting behind the wheel, where will this baby take me? In other words, do you want to go just a little bit faster, down the same streets you've always driven, or down a new road, to places you've never seen before? That's the difference with Nintendo DS.
    • Source: E³ 2004
  • Mario sees himself in Nintendo DS, and he feels like flying.
    • Source: E³ 2004
  • Nintendo DS is not standing still. As a tenth serious competitor decides to make a run at Game Boy, DS raises the bar on portable gaming, before they even get started.
    • Source: E³ 2004
    • Regarding Sony's PSP
  • To date, global sellthrough for Nintendo DS stands at over 5 million, or more than twice the level for the PSP. Now, I know what some of you are thinking: "Well, the PSP hasn't arrived in Europe yet." So we got there when we said we would, and they didn't. You know what? That's Sony's issue, not my problem.
    • Source: E³ 2005

On Wii

  • Prepare to let your right brain run wild.
    • Source: E³ 2005 Press Conference
  • You came to LA this week to peek into the future. But if all you want is next generation, you're in the wrong place. Because what you'll see from Nintendo is not just 'next'. Instead, it's what's absolutely new. What we're unveiling is the next leap in gaming; to a place where playing is no longer just about looks--it's about the feel. Where it's no longer confined to just the few--it's about everyone. And most of all, the next leap is not about what you see, because what you see is not always what you get. The next leap is about playing, because playing is believing.
    • Source: E³ 2006 Press Conference Opening Comments[6]
  • We want to thank everyone who wrote good things about it the day you heard it--both of you.
    • Source: E³ 2006
    • Joking about the reaction to the Wii's name when it was first announced
  • Let's face it. The bottom line of every E3 is simple: what's hot and what's not. Here's our take. What's hot is the feel of the game, the look is secondary. What's hot is the next leap, not just a small step. It's hot if it's disruptive, it's not if it's predictable. The future of our industry is inclusion, not exclusion. It's about the heat of emotion, not the chill of technology. We know that the future is right here. Wii and the DS represent the same thing: risk.
    • Source: E³ 2006 Closing statements [7]
  • Wii Fit is it.
    • Source E3 2007 press conference[8]

On Nintendo's competitors

  • Are my competitors making some mistakes? Yes they are. But I'll tell you this: Sony is a formidable company and I respect them and I don't take them lightly. We have to do what we need to do, let them do what they're going to do. If they continue to make mistakes that's their problem not mine. We are focused on making sure that we are going to be successful.
  • One of our competitors is a manufacturer in Japan who wants to capture every one of your entertainment dollars transporting all your content between all of your electronic devices on their memory sticks. We are not that company. And there is another company out there who doesn't care what you do, as long as you do it on their operating system. We are not that company either.
    • Source: E³ 2004
    • Regarding Sony and Microsoft, respectively
  • If competitors don't like our two to one advantage, dominating market share with both SP and DS, well, I've got bad news. Because we just made it two and a half to one.
  • That's Sony's issue, not my problem.
    • Source: E³ 2005 Press Conference
    • In reference to PSP not having launched in Europe
  • Shortly before Shigeru Miyamoto's keynote was about to start, Reggie himself was taking the time to sign autographs and pose for pictures, when one gamer shouted out something from the crowd.
"Kick his ass and take his name!" someone shouted from a few rows behind me.
"Who?" answered Reggie in mid-autograph.
"Phil Harrison, front row!” Sure enough, there was Phil Harrison, seated dead center, front row.
With a grin and a chuckle, Reggie replies, "Some would say we’ve already done that."


  • Matt said Zelda won't be epic without voices. I remember the last time Matt made a critically acclaimed game. It was called the Mailbag.
    • In reference to IGN Editor Matt Casamassina's comments about Zelda

External links

Wikipedia has an article about:


Up to date as of February 01, 2010

From Wikia Gaming, your source for walkthroughs, games, guides, and more!

Reginald Fils-Aime (fee-zuh-may), more commonly known as Reggie is currently President and Chief Operating Officer of Nintendo of America.


Reggie joined Nintendo in December 2003 as the Executive Vice President of Sales and Marketing. He was promoted from his previously held position of Executive Vice President of Sales and Marketing on May 25, 2006. Reggie is most known for his speech during E3 2004 at the Nintendo Press Conference, where he introduced himself stating, "I'm about kicking ass. I'm about taking names. We're about making games."

This article uses material from the "Reginald Fils-Aime" article on the Gaming wiki at Wikia and is licensed under the Creative Commons Attribution-Share Alike License.

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