CSR Report > CSR Report2019 - Putting Smiles on the Faces of Our Consumers

CSR Report

Putting Smiles on the Faces of Our Consumers / To provide all of our consumers with safe and enjoyable gaming experiences, we strive to continually create even higher quality products by learning from consumer feedback.

Putting Smiles on the Faces of Our Consumers

To provide all of our consumers with safe and enjoyable gaming experiences, we strive to continually create even higher quality products by learning from consumer feedback.

Smiles Created by Nintendo Labo

Smiles Created by Nintendo Labo

Smiles Created by Nintendo Labo

Smiles Created by Nintendo Labo

 Released in 2018, Nintendo LaboTM lets players combine specially-designed cardboard, Nintendo Switch, and Nintendo Labo software together to transform their Joy-Con*1 into various new "Toy-Con" controllers, such as a robot, a piano, a fishing rod, or an RC car.
 Players can experience the joy of Making by assembling the cardboard structures themselves while viewing animated assembly instructions displayed on the touch screen of Nintendo Switch. In addition, by Playing with their creations, consumers can Discover the mechanisms behind what they have built, allowing them to invent even more new ways to play. With the wide range of ways Nintendo Labo can be used depending on the consumer, it has been put to good use in many regions since its release.

*1 Joy-Con
Joy-Con are Nintendo Switch's pair of left and right controllers. They can be used as a single controller, as two independent controllers, or attached to the console to match the system's three play modes (TV mode, table mode and handheld mode). Joy-Con also come equipped with HD Rumble, a Motion IR Camera, accelerometers, and gyroscopes, so that when they are combined with Nintendo Labo, players can discover completely new ways to play.

Programming Workshops for Elementary School Students

Nintendo Co., Ltd.

Programming Workshops for Elementary School Students
Programming Workshops for Elementary School Students

 Since summer 2018, Nintendo Co., Ltd. has worked with a partner company to include activities using Nintendo Labo in hands-on programming workshops for elementary school students. Through this initiative, children discover the workings of Nintendo Labo while trying out different motions and thinking them over, and they think about new ways of playing based on the mechanisms that they discover. More than 750 elementary school students participated.

Cooperative Projects with Elementary Schools and Museums

Nintendo of Europe GmbH (Italy)

Cooperative Projects with Elementary Schools and Museums

 In September 2018, Nintendo of Europe (Italy) introduced Nintendo Labo as an after-school extracurricular activity in a magazine that is distributed to approximately 13,000 elementary school teachers across Italy. The article explains that in classrooms at participating schools signed up through the publication's official website, children are able to have fun using loaned Nintendo Switch and Nintendo Labo to experience the ideas of Make, Play, and Discover as one of various after-school activities. NOE is also collaborating with leading museums across Italy to hold workshops using Nintendo Labo, in which nearly 10,000 children have already participated.

Workshop at KidZania

Nintendo of Europe GmbH (UK)

Workshop at KidZania

 Nintendo of Europe (UK) has been offering a regularly scheduled workshop for visitors at KidZania, a theme park in London that gives children ages 4 to 14 the opportunity to try out different occupations. Using Nintendo Labo, children visiting the workshop make an RC car themselves and play with various Toy-Con like the robot, the fishing rod, and the piano to gain an understanding of their mechanisms. Since its opening in the summer of 2018, many children have taken part.

Labo Incorporated into the STEAM Learning Program

Nintendo Australia Pty Limited

Labo Incorporated into the STEAM Learning Program

 Nintendo Australia is providing opportunities for library staff to use Nintendo Labo in STEAM (Science, Technology, Engineering, the Arts, and Mathematics) learning programs for elementary school students.
 For six weeks during May and June 2019, trained library staff ran a weekly hour-long after-school STEAM program for elementary school students using Nintendo Labo. During the programme, the ERL staff explained to the children how Labo works using the Joy-Con's motion IR sensor, gyroscope , and accelerometer. The program also included an opportunity for the children to build their own Labo Toy-Con and showcase them to other groups. The objective of their program was to promote learning with games.

Pursuing the New Potential of Entertainment

Pursuing the New Potential of Entertainment

 The entertainment products Nintendo offers are not daily necessities. To ensure that they reach our consumers, we therefore must constantly provide consumers with new surprises and experiences.
 Given such tough circumstances, Nintendo has worked hard to develop products that anyone, regardless of age or gaming experience, can enjoy. We have utilized our unique strengths of hardware-software integrated development and our characters, beloved across generations, to achieve those ends.
 We always pursue the new potential of entertainment, taking advantage of both our accumulated experience in creating products that consumers naturally understand without resorting to reading manuals, and our ability to create enjoyable experiences that keep consumers coming back for more.

New Potential of Entertainment Nintendo has Created

Nintendo Switch

 Nintendo SwitchTM was launched on March 3, 2017 as a home console video game system that enables users to experience a wider range of gameplay styles. Users can move away from their television screens and take the Nintendo Switch system with them to play wherever they like. Users can have fun playing Nintendo Switch alone, in large groups or with anyone.

 With Nintendo Switch, three different gameplay modes, namely, TV mode, tabletop mode and handheld mode, can be selected to suit the gaming situation. By changing the mode, users can have fun anywhere, any time, with anyone. In TV mode, Nintendo Switch can be connected to a large-screen TV so that the whole family can share in the fun. Tabletop mode can be used even in locations without a TV by sharing the Nintendo Switch screen to play. Handheld mode enables users to have fun with engaging games, whenever they please.

 Nintendo Switch comes with a pair of left and right Joy-ConTM controllers that can be used independently when detached from the system. By sharing one of the Joy-Con controllers with a friend, users can start competing or cooperating with each other anywhere. We hope that, in addition to gaming veterans, people who have had little to no experience with games will also be attracted by this feature, and will have fun interacting with others.

 Nintendo Switch fully utilizes new functionality that we have investigated and researched extensively at Nintendo. The use of the HD Rumble*2 feature enables users to, for example, experience the realistic tactile sensation of ice cubes colliding in a glass if they move the Joy-Con controller, and the IR Motion Camera*3 has the ability to recognize such things as the shape and movement of objects. Incorporating such features broadens the range of expressions possible with only the Joy-Con controller, enabling users to play without looking at the screen. One example of this is 1-2-Switch, a new video game in which players can enjoy facing off while looking each other in the eye. The mini-games included in 1-2-Switch, such as Ball Count and Safe Crack, use the HD rumble feature to, for example, enable players to count the number of balls in a box, judging solely from the sensations of the Joy-Con controller in their hand, or use the Joy-Con controller as the dial on a safe and slowly turn it to work out the combination. The mini-game Eating Contest uses the IR Motion Camera to detect how many sandwiches a player has eaten, based on the chomping movements of their mouth, to determine who wins the contest. These new and fun experiences that anyone can easily enjoy were made possible through Nintendo's years of extensive research.

The HD (high-definition) rumble feature enables a rich variety of vibration movements.
The IR Motion Camera is a camera that detects the shape, movement and distance of objects.

Fostering the Next Generation

Fostering the Next Generation

Exhibit at a Learning Facility in Kyoto

Nintendo Co., Ltd.

Exhibit at a Learning Facility in Kyoto

 Nintendo Co., Ltd. collaborates on a Kyoto Manufacturers' Hall of Creativity/Workshop program run by the Kyoto Board of Education for elementary school students with a booth exhibit in the Kyoto Manufacturers' Hall of Creativity. In the booth, there is information explaining the technology used in our video game systems and the jobs involved to create game software so that students can learn about our approach to product creation. We have received positive feedback from the children visiting the booth.

Nintendo Internship Programs

Nintendo Co., Ltd.

Nintendo Internship Programs
Nintendo Internship Programs

 Nintendo is well-known for developing video games such as Super Mario, Zelda and Animal Crossing, but we also carry out various kinds of software engineering work such as the creation of operating systems, software development kits, drivers and other core components needed to run our video game systems such as Nintendo Switch and Nintendo 3DS. It also includes the development, building and operation of the servers that support the digital-download sales of our games, online battles and the Nintendo network service, which is a game-linked website. In addition, it includes sound production work that increases the appeal of the game through creating background music appropriate for the game scene and the production of sounds such as user interface control sounds and character voices that match the game. It also includes various design work such as product, CG, effects, UI/UX, package and advertisement design. The Internship program is an opportunity to showcase these jobs to a wide array of students, and for them to experience the fun and challenges that go with working on software. Having begun in 2015, the program held its fifth event in 2018, which welcomed a total of 213 students. They participated in activities involving game programming, system development, network development, sound programming, character design, stage design and UI/UX design to get a feel for working in this field at Nintendo.

Contribution From a Nintendo Character

Nintendo Co., Ltd.

Mini-calendar cover
Mini-calendar cover

 In Japan, the Children's Rights Hotline is a helpline operated by Kyoto District Legal Affairs Bureau and others that children can call for assistance if they encounter a human rights violation such as abuse or bullying. Since 1999, Nintendo Co., Ltd. has provided Mario to support the Children's Rights Hotline campaign by featuring him in a mini calendar. The mini calendar is distributed to all students attending elementary and junior high schools in Kyoto Prefecture. This campaign has been well received by everyone, especially the children.

Making Critically Ill Children's Dreams Come True

Nintendo Ibérica, S.A. (Spain)

Making Critically Ill Children's Dreams Come True

 Nintendo Ibérica responded to an invitation from the Fundación Pequeño Deseo organization, which works to fulfill the dreams of critically ill children, to help make a 5-year old boy's dream and two 11-year old girls' dreams come true in June 2017. We invited the children, who love Nintendo characters, to the Nintendo Ibérica office, and along with Mario himself, we all greeted the children wearing Mario hats and had a great day of fun taking photos and playing video games with them. All Nintendo Ibérica employees said that the look of excitement on their faces increased their motivation.

Helping Incorporate Games Into School Lessons

Nintendo Benelux B.V. (Belgium)

Helping Incorporate Games Into School Lessons

 The Belgium branch office of Nintendo Benelux took up a suggestion from an elementary school teacher who wanted to find ways to incorporate games into lessons, and began collaborating on the Gaming in the Classroom project from fiscal year 2015. Games are used in lessons for an hour each week so that students can have fun while learning. In addition, Nintendo Benelux employees attend parent meetings and spend time explaining features for safer gameplay at home, such as Parental Controls and how content ratings can be used to identify games for specific age groups.
 Nintendo Benelux is also actively involved in additional ways to participate in many charitable activities as part of their efforts to give back to society.

Support for an Ovarian Cancer Patients' Association

Nintendo of Canada Ltd.

Support for an Ovarian Cancer Patients' Association

 Nintendo of Canada participated in the Ovarian Cancer Canada Walk of Hope event in September 2017. Approximately 30 employees as well as their families and friends took part in the walk, and Nintendo of Canada set up a tent and gave several hundred participants gift bags containing merchandise such as stickers, activity books and coloring pages. Mario also participated in the walk and brought smiles to everyone involved.

Continuous Support for the Starlight Children's Foundation

Nintendo of America Inc. Nintendo of Canada Ltd. Nintendo of Europe GmbH (UK) Nintendo Australia Pty Limited

Continuous Support for the Starlight Children's Foundation

Continuous Support for the Starlight Children's Foundation

 Nintendo of America, Nintendo of Canada, Nintendo of Europe's UK branch and Nintendo Australia have long-standing partnerships with the Starlight Children's Foundation, a nonprofit organization that provides support to seriously ill children who require long-term care and to their families.
 Nintendo of Europe's UK branch continues to work with Starlight to provide Fun Centers*4 to hospitals to entertain children undergoing treatment, and supports various other Starlight events and programs, such as Starlight's annual Summer Party and Starlight wishes. Nintendo volunteers that participated in the 2017 Summer Party said that they felt honored to be a part of such an important Starlight event, and that seeing all of the families come together to have fun is the reason why they support this event every year.
 Nintendo Australia also supports Starlight through various events throughout the year and on "Starlight Day," which is an important charity event held annually in Australia. In addition, a Mario Kart event was held in fiscal year 2017 for children, which deepened the relationship between the children and Nintendo Australia. With Mario making an appearance, this event was fun for both the children and the Nintendo Australia employees.

*4 Fun Center
A mobile entertainment device combining a flat-screen TV, a video game system and a DVD player that can be freely moved around a hospital. Fun Centers can roll right up to the side of a young patient's bed, or anywhere in the hospital, making them ideal for children in various situations by reducing the children's anxiety levels and providing them with a more normalized environment. Fun Centers are also a great way for patients to spend time relaxing with family members and feel more at-home during an extended hospital stay.

Employee Comment

Don James

Don James


Nintendo of America Inc.

Starlight Brave Gowns

 For more than 25 years, the Starlight Children's Foundation and Nintendo of America have partnered to bring smiles to the faces of hospitalized kids through Starlight Fun Centers: special mobile entertainment units that are powered by Nintendo game systems and designed to bring family-friendly games, movies and more to seriously ill children and their families.
 In addition to launching another 300 Starlight Fun Centers in 2017, Starlight and Nintendo of America distributed the first Nintendo-themed Starlight Brave Gowns. We worked to create gowns that would both empower and comfort kids through their journeys. Starlight Brave Gowns feature classic Nintendo characters like Mario, Luigi, Princess Peach, Donkey Kong and Yoshi spread across brightly-colored, high-quality material, and are designed to allow easier access so that they can be worn while medical devices like IVs are being used.
 In 2017, Nintendo of America also sponsored an employee donation matching program, furnishing a second gown for every employee-gifted one. The response was heartwarming, with numerous employees participating in an initiative that altogether funded the production of nearly 11,000 gowns delivered to hospitals thus far.

Starlight Brave Gowns
Starlight Brave Gowns
Starlight Brave Gowns

 In addition to the activities mentioned above, we also cooperate with regional organizations on a variety of activities. For more information, please refer to Nintendo Co., Ltd. CSR Q&A: Community Relations.

Proposals From Super Mario Maker That Connect to More Smiles

Super Mario Maker

Super Mario Maker, a software title released first for Wii U in 2015 and then for Nintendo 3DS in 2016, not only enables players to enjoy horizontally scrolling courses, but also enables players to enjoy game creation by doing what feels like simply sketching out ideas. This software title gives players a glimpse of the work of a game developer as they create new experiences based on their own imagination. It also offers the potential for players to interact with one another. Since its release, this software title has been used in a number of regions in various ways.

Nintendo of Europe GmbH (Germany)

Support for Programs That Foster Creativity and Logical Thinking

Support for Programs That Foster Creativity and Logical Thinking

Photo: © Cologne Public Library

 Nintendo of Europe collaborates with libraries in Cologne, Germany, on various educational programs for families. Build Your Own World, using Super Mario Maker, is a program for children aged six and above and their parents or guardians held periodically throughout the year. This program encourages participants to be creative and think logically as they learn how to create their own video game levels. The program continues to be well-received by participants, and will be offered in fiscal year 2019 as well.

Nintendo of America Inc.

Game Utilization in an Educational Initiative

Game Utilization in an Educational Initiative

 As part of our mission to create differentiated and enriching experiences through our products, Nintendo of America and Scholastic Inc. partnered on a 2017 initiative that centered around Super Mario Maker. Scholastic and Nintendo of America developed content that aligned with educational standards, created a digital site that let teachers and families easily access classroom lessons, and provided student activity sheets as well as family resources.
 The purpose of the program was to inspire elementary school students in grades 2-4 through game design and engineering principles to build critical thinking, problem-solving and other essential STEM (Science, Technology, Engineering and Mathematics) skills.
 Video games offer unique opportunities to engage and motivate students through the medium's interactive nature. The lessons using Super Mario Maker cultivate problem-solving skills, inspire students to grapple with the complexities of game design and show in an organic way how a medium already celebrated for its entertainment value can also be an edifying educational tool.

Nintendo Australia Pty Limited

Support for Fun Library Learning Projects

Support for Fun Library Learning Projects

 In line with the focus on STEM subjects in Australia and throughout the world, Nintendo Australia cooperated with local libraries to create Mario Maker Mondays, a four-week after-school program for elementary school children in which participants learn how to create their own game levels of Super Mario Maker. In fiscal year 2017, the libraries conducted over 400 hours of this program, and received positive feedback from all involved. Nintendo Australia will continue to be involved in such creative projects that aid learning by using video games.

Making Things Easier to Understand and Use

Making Things Easier to Understand and Use

 At Nintendo, we work hard to develop products that appeal to all ages, regardless of gender or gaming experience.

Making Things Intuitive

 To enable users to smoothly immerse themselves within the world of a game, it must be easy to understand. We try to make gameplay as intuitive as possible, thereby minimizing the need for users to consult the operations manuals to figure out how to play a game.

Easy-to-Use Designs for Everyone

 We work hard to design games that can be enjoyed by as many people as possible, regardless of age, gender or level of gaming experience. We also seek ways to share consumer feedback with development departments and incorporate that feedback in our product development whenever possible.

Nintendo 3DS XL

 The 3D depth slider of Nintendo 3DS XL is intuitively designed so that users feel a "click" when they turn off the 3D display. With this function, users can avoid unintentional switching between 3D and 2D modes. New Nintendo 3DS XL also features the same design.

Nintendo 3DS XL

Nintendo Switch Joy-Con

 Nintendo Switch comes with a pair of left and right controllers that can be attached to the system. Each of the left and right controllers can be used in one hand and not only are all of the buttons positioned for easy operation, they are positioned to enable a wide variety of grips such as horizontal and one in each hand. In addition, the + Button and - Button are operational buttons and the icons can be used to distinguish easily between the Joy-Con controllers.


Creating Operations Manuals Everyone Can Understand

 So that all of our consumers can understand our operations manuals and package descriptions easily, we make every attempt to use simple, everyday language and terminology wherever possible. We also use illustrations to make it easier for young children to understand our manuals.
 In addition, we design the Nintendo 3DS electronic manual for readability as well, and provide users with the choice of two font sizes.

Delivering Product Appeal That Overcomes Cultural Differences and Language Barriers

 Game localization refers to the process of adapting software that has been developed for Japan, so that our consumers overseas can enjoy it naturally, without diminishing its game world or appeal.
 At Nintendo, when software developed by Nintendo Co., Ltd. is localized for overseas markets, the localization staff communicate closely with the game developers to make sure they incorporate aspects of the local culture and fine details that will entertain consumers while bringing out the game's original appeal.
 When games developed overseas are localized for the Japanese market, the same process occurs; the localization team in each country works with one another on the content review process.

For the Enjoyment of Even More Consumers

Super Mario Odyssey Initiatives

 We designed the Nintendo Switch software Super Mario Odyssey to ensure that consumers from around the world would have fun. For example, in addition to the languages used in Japan, North America and Europe, we localized the game into Chinese (simplified and traditional) and Korean*5. We also considered cultural aspects such as cityscapes, scenery, clothing, etc. so that consumers could enjoy world culture in the game. In addition, we aimed for anyone to be able to play the game without using an operations manual, and created in-game videos to help players understand how to play and to recommend control methods.

The game supports Korean from Ver. 1.1.0 onwards.

Consumer Support

Consumer Support

 We care a great deal about each and every one of our consumers, and have put various consumer service contact points in place to respond to the wide range of inquiries and requests we receive from them. Nintendo has established a system that enables relevant departments within the company to share comments we receive from our consumers.

Customer Service Window

 The consumer service contact points we have established in Japan include our Customer Service Window and Online Inquiry Window, through which we provide information and advice on issues such as product specifications and usage, as well as various campaigns. Through our Nintendo Technical Support Center, we respond to technical questions about various network services. In addition, we have expanded our support page and Q&A content to ensure that consumer questions can be answered promptly. For Nintendo Switch, we devised ways to enable users to easily access the support pages by displaying the QR Code of the page on the screen of Nintendo Switch.
 We also have set up similar consumer service centers in locations overseas where we provide support in local languages.

Employee Comment

Antonio Moatarian

Antonio Moatarian

Consumer Services

Nintendo of Europe (Germany)

Happy Consumer Care

 In fiscal year 2017, the consumer services team from Nintendo of Europe for the first time took part in gamescom, one of the largest games events in Europe. With specialized knowledge on Nintendo products and services, our team helped prepare our events team to handle various questions from consumers and also gave direct on-site support to a wide range of consumers visiting the Nintendo booth. We received various inquiries regarding our products and services, such as how to set up Parental Controls.
 The feedback from consumers at the event was very positive, and the whole team and Nintendo of Europe management felt that providing direct technical and other support to consumers at events such as gamescom is important to bring smiles to our consumers. We plan to participate in this event again this year!

Happy Consumer Care

Our System for Sharing Consumer Feedback

 Nintendo receives feedback from numerous consumers via telephone, the Internet and mail. To make the best use of this feedback when developing new products and improving services, we have established a system for sharing consumer feedback among the relevant departments within the company. We also share separately the words of appreciation and praise we receive from consumers internally as "Thank you calls" to motivate employees.

Sharing Information About Safety and Quality

 When we are informed of quality issues, we immediately investigate the concern and then quickly distribute a response to our consumers. We provide necessary information about product safety or bugs on the Nintendo website and at retail locations.

A System for Responding to Consumers' Comments

Product Repairs

 In Japan, the Nintendo Service Center was established to handle product repairs and parts sales. To enable our consumers to enjoy our products for as long as possible and because we believe that it is important from the perspective of environmental conservation, we have established a system for performing all possible repairs.
 Our overseas subsidiaries also have implemented their own repair systems to respond promptly to local repair requests.

Network Support

 At Nintendo, we offer a variety of network services, such as our online store, Nintendo eShop, online gameplay, communication among friends and users, and the sending and exchanging of data.
 To provide a sound system that is monitored and operated 24 hours a day, 365 days a year, we prepare for setbacks, monitor the server and utilize various technologies to avoid having to suspend a service. In the event of server failure, we work to investigate the cause immediately and implement necessary improvements.

Enhancing Quality and Safety

Enhancing Quality and Safety

 Nintendo prides itself on offering high-quality products that consumers of all ages can enjoy with peace of mind. Product safety and reliability are therefore key objectives.

Product Safety Principle
Safety and reliability are key factors
in creating high-quality products
Quality Principle
Provide high-quality products
that meet consumer expectations

Establishment of Safety Standards

 To ensure that our products are safe for everyone, especially young children, Nintendo has established its own design safety standards for product development. In addition to complying with the legal requirements for product safety that apply to general electronic products, we draw upon various other safety standards such as the U.S. Consumer Product Safety Improvement Act of 2008*6, the European Toy Safety Directive*7 and the Toy Safety Standards of Japan (ST Standards)*8.

*6 Consumer Product Safety Improvement Act of 2008
This U.S. law restricts the use of phthalate compounds in products as well as the use of various materials, such as lead.
*7 Toy Safety Directive
This European Union (EU) directive regulates products designed or clearly intended, whether or not exclusively, for use in play by children under 14 years of age. Such products must meet strict safety requirements related to physical, mechanical, flammable, chemical and electrical properties.
*8 Toy Safety Standards of Japan
This safety standard, established by the Japan Toy Association, covers mechanical and chemical safety and flammability.

Framework for Product Safety Assurance

 Nintendo Co., Ltd. established its Product Safety Committee, under the direct supervision of the Executive Management Committee, to ensure that employees thoroughly understand the Product Safety and Quality Principles. The Product Safety Committee ensures the safety of our products at every stage, from development all the way through production, sales and after-sale service. Thus, the Committee is working on effective management, maintenance and improvement of the system.

System to Ensure Product Safety

The Development Stage

 The development divisions conduct development in accordance with the Design Safety Rules to ensure product safety. The Design Safety Review Committee, which consists of employees from several divisions, including Marketing, Manufacturing, Quality Assurance and Legal Affairs also assesses products for safety with the goal of incorporating diverse perspectives into the verification process.
 Before production begins, during the prototype stage, mechanical and physical evaluations include tests to assess the risk of fire, electric shock and injury, drop tests, electrical integrity tests, tests for Ordinance for Enforcement of the Radio Act compliance, flammability tests, and tests that screen for harmful chemical substances. To perform these tests, we use a full range of testing devices at our facilities to ensure product compliance. We also require external agencies to certify product compliance as needed.

Design Safety Rules - Main Items
Compulsory regulations
Confirm that products comply with all public safety regulations stipulated in laws and ordinances
Safety specifications
To ensure an even higher level of safety, in addition to compulsory regulations, confirm that products comply with other applicable safety specifications
Design safety standards
Confirm that voluntarily established internal design safety standards are observed according to compulsory regulations and safety specifications
Labeling standards
Confirm that all required labels and notices (safety notices, etc.) are displayed appropriately
Confirm that safety evaluations such as FTA*9 and FMEA*10 are conducted
*9 FTA (Fault Tree Analysis)
A system that analyzes the root causes of safety hazards, such as fire and injury, and ensures safety based on the analysis results.
*10 FMEA (Failure Mode and Effect Analysis)
A method of analyzing what is affected in each failure mode and ensuring safety based on the analysis results.
The Production Stage

 We require our production partners to confirm that their products comply with Nintendo Co., Ltd. specifications by using prescribed testing methods to check their assembly processes.

The Shipment Stage

 Assembled products also must pass a finished-goods test, after which they are inspected a final time before entering the market.

Stereoscopic 3D Display Considerations

 Nintendo 3DS, Nintendo 3DS XL, New Nintendo 3DS and New Nintendo 3DS XL from the Nintendo 3DS family of gaming systems enable users to enjoy 3D images without the use of special glasses. 3D visuals are created by projecting different images to the left and right eyes. However, perception of the 3D visuals can differ significantly from person to person. For example, a person with significantly different eyesight in the left and the right eye might have difficulty seeing 3D images. For this reason, Nintendo has incorporated the 3D depth slider. This slider enables a player to adjust the strength of the 3D visuals*11. Lowering the slider gradually diminishes the 3D effect of the visuals. When the slider is all the way down, users can enjoy playing the game in 2D. This feature enables users to play any game at the level they find most appropriate.
 In addition, some studies indicate that vision may still be developing for children aged six and under, and that allowing those children to see 3D images by projecting different images to their left and right eyes might affect their visual development. To enable all consumers to enjoy systems in the Nintendo 3DS family with peace of mind, Nintendo makes it possible to play all Nintendo 3DS games in 2D display mode. We also enable parents and guardians to restrict the display of 3D images using a Parental Controls feature. Once a parent or guardian has set the restriction, the 3D feature will remain restricted until a parent or guardian unlocks it using a PIN code.
 We are also working hard to ensure that consumers are aware of this information by displaying it in prominent locations, such as the packaging, so that before purchasing a system in the Nintendo 3DS family, consumers can make informed choices as to whether or not their children should experience 3D images.

New Nintendo 3DS
For some 3D content, such as distributed 3D videos, 3D images or certain 3D game software, you can switch between the 3D and 2D display modes only. If the three-dimensional content is too strong or difficult to view, adjusting the distance between your eyes and the screen may make it more visible. If it is still difficult to view, we recommend using the 2D display mode.

Employee Training and Internal Educational Activities

 Employee training and educational activities are essential for ensuring product quality. To make sure our employees are well aware of the critical importance of ensuring the safety of our products, Nintendo Co., Ltd. provides product safety training and design safety lectures for hardware developers.
 In addition, our design and manufacturing guidelines, which incorporate a wealth of knowledge and experience, aim to share craftsmanship know-how. Since fiscal year 2011, we have been making our developers' craftsmanship knowledge and past experience available on our corporate intranet so that employees not directly involved in this area of the business can view this information at any time.

Considerations When Developing Software and Services

Considerations When Developing Software and Services

 Nintendo believes it is very important to screen out inappropriate content and ensure safety not only when developing hardware but also when developing software and services so that consumers of all ages can enjoy Nintendo products with peace of mind.

Principles on Ensuring Software Safety

 Nintendo continually offers new ways to play games such as using the entire body to manipulate the gaming system or by using an online network. Thus, in order for consumers to safely play with our products with peace of mind, we have created comprehensive software development guidelines that are updated and revised as needed, and distributed among the related departments. Based on these guidelines, we have created a company-wide system that involves multiple departments checking the safety of our software from the product development stage.

Health & Safety Information

 The Nintendo 3DS family (Nintendo 3DS, Nintendo 3DS XL, Nintendo 2DS, New Nintendo 3DS, New Nintendo 3DS XL and New Nintendo 2DS XL), Wii U and Nintendo Switch systems feature built-in "Health & Safety Information" functions. This is a function that includes all important safety precautions for using the gaming system, and it enables users to check the information at any time, even when they do not have the operations manual nearby.

"Health & Safety Information" functions

Information on Appropriate Target Age Range

 Before playing a game, there is no way of knowing what kind of content the game includes. Therefore, Nintendo provides the appropriate age range for the target audience on, for example, product packaging and the Nintendo eShop screens according to relevant laws and the rating system*12 used in each country or region.

*12 Game Rating Systems
Ratings organizations review game content and set an appropriate age rating for each game. In Japan, the CERO (Computer Entertainment Rating Organization) age-rating mark is displayed. The marks do not correlate to game difficulty level.

Maintaining a Healthy Environment for Children

 Nintendo has integrated Parental Controls into all game systems released in and after December 2006. This feature enables parents and guardians to restrict and limit their children's access to high age-rating software or online content in keeping with the ratings criteria of each country.
 In an effort to promote the widespread use of Parental Controls, Nintendo Co., Ltd. has a section on its website called Information for Parents. In addition to creating a pdf brochure summarizing the main Parental Controls features for parents and guardians who would like to print out this information, we also broadcast an informative TV commercial.
 In addition to providing this information, Nintendo Co., Ltd. has been holding seminars on appropriate use of video game systems for school supporters*13 and educators throughout Japan since fiscal year 2013. During the seminar, Nintendo staff members explain how to use Nintendo's video game systems, and offer a hands-on session in which attendees use Nintendo 3DS systems to learn about Parental Controls and filtering service settings. A total of 1,157 people have attended the seminars.
 Our overseas subsidiaries also endeavor to provide detailed information on Parental Controls settings and other hardware features and functions by placing video tutorials on their websites to increase awareness and the use rate of Parental Controls.

*13 School supporters
Retired teachers or police officers who, under the school supporter system, take on the role of connecting schools and the police by being dispatched to local elementary and junior high schools to use their specialized knowledge and experience to support and give advice to teachers.

Nintendo of America Inc.

Easy-to-Understand Product Support Video Series

 In fiscal year 2016, Nintendo of America employees created a series of easy-to-understand product support videos to ensure that consumers are able to use our products with even greater ease. These videos are accessible from the Nintendo of America website and YouTube account, and average more than 10,000 views per month. We hope that the content in this video series helps to quickly answer consumer queries, thereby reducing the burden on consumers of having to contact Nintendo for assistance. In fiscal year 2017, we further expanded this initiative, and are now creating these videos in cooperation with the developers at Nintendo Co., Ltd.

Nintendo of Europe GmbH (Germany)

Game System Features and Online Services Information for Consumers

 We believe that it is important to provide straightforward explanations of how to set up and use various product functions so that all consumers can fully enjoy our products.
 Nintendo of Europe has been creating tutorial videos which show users how to set up and use functions, such as Parental Controls, for all hardware products since the launch of Nintendo 3DS. These videos are offered in 10 languages on the website.

Nintendo of America Inc.

Website With Information for Parents and Guardians

 In fiscal year 2014, Nintendo of America launched Play Nintendo, a website directed at a young audience and their parents.
 The Parents section of the site includes helpful articles for parents and guardians so they can make informed choices about their children's use of Nintendo video game systems. Beyond offering a range of basic information about Parental Controls, online services and ratings, the website regularly updates parents and guardians with tips to ensure the health and well-being of their children.

Nintendo Australia Pty Limited

Increasing Cyber-Safety Awareness

 Nintendo Australia has continued to work with the Australian government on a cyber-safety program. Protecting children from inappropriate material on the Internet is a major issue in Australia and around the world. To promote a better Internet environment, the government runs a cyber-safety website that provides information on how to use the Internet properly and how to protect personal information on the Internet.
 Through this website, Nintendo Australia provides information in an easy-to-read Q&A format about how to use the features that can be used while Nintendo products, such as Nintendo Switch, Wii U and Nintendo 3DS, are connected to the Internet and about how to set up Parental Controls. Nintendo Australia also regularly updates its website that provides information for parents and guardians about cyber-safety and Parental Controls in the Parents section.

Nintendo of Europe GmbH (Germany)

Recognition as a Company Devoted to Child & Youth Protection

Youth Protection Seal of Quality

 For Nintendo, the protection of minors' use of our online services is a top priority. Nintendo of Europe voluntarily allows the USK (Unterhaltungssoftware Selbstkontrolle), a self-regulatory body responsible for video game classification in Germany, to examine all of its online services for legal compliance with the German regulations on youth protection. As a result, since 2013, Nintendo of Europe has held the Youth Protection Seal of Quality, a distinction displayed on the website signifying that the company is a trustworthy content provider, devoted to child and youth protection.

Nintendo Australia Pty Limited

Raising Awareness for Parental Controls

 Nintendo Australia has made raising awareness of Parental Controls the focus of our CSR activities. This feature is vital for providing children with a safe and healthy environment in which to enjoy our games, so we are increasing our efforts to inform consumers about it. For example, we have created materials for parents explaining this feature and have distributed these materials at a variety of game-related events. In fiscal year 2017, we participated in International Games Day, an annual event for families held at Melbourne libraries. We showcased Nintendo software and distributed the Parental Controls flyer to the approximately 100 parents or guardians and children in attendance.

Nintendo Co., Ltd.

Participation in a Symposium for Safe Internet Use

Participation in a Symposium for Safe Internet Use

 Children are beginning to use the Internet at increasingly younger ages. A symposium was held in Osaka in July 2018 to not only share the current situation and latest information on the subject, but also to offer advice on avoiding problems online. The symposium involved children and their guardians, educators, and industry personnel.
 Nintendo Co., Ltd. was invited to participate in the symposium with presentations on ways children can use video game systems safely. The call was raised for more effective use of the Parental Controls featured in Nintendo 3DS. We also sent a representative who participated as a panelist in a workshop on internet issues that included elementary and junior high school children, the Kyoto Prefectural Police advisor on Internet safety, and an ad hoc instructor for cellphone use from the Kyoto Municipal Board of Education.

Know More About What Your Children Play

 Nintendo feels that providing ways for parents and guardians to become more involved in their children's gaming experiences encourages better family communication. For this reason, we designed the Nintendo 3DS family of systems to automatically record which game titles are played and for how long each day so that parents and guardians can be better informed about their children's gaming activities.
 With Nintendo Switch, parents and guardians can restrict system functions according to their children's ages. In addition, by linking the system to the free smart device application, Nintendo Switch Parental Controls, parents and guardians can monitor their children's daily gameplay activities and receive a monthly summary report through push notification to find out which games their children are interested in.

The title of Nintendo 3DS software and the time played are recorded automatically in the Activity Log for each day.

Nintendo Switch Parental Controls is a free application that enables parents and guardians to easily monitor their children's game play activities on a smart device by linking the application to their Nintendo Switch system.

Eliminating Inappropriate Content in Communication Features

 Some software and applications are designed to enable user-generated content (UGC), such as user-generated images, text and music, which can be shared with other users. Such software encourages expansive communication by enabling consumers to express themselves more freely. However, in rare instances, some individuals could intentionally create an unpleasant situation for other users by distributing inappropriate content. To eliminate such inappropriate content, we have incorporated a user reporting function into certain services that enable users to communicate and exchange content, so that they can report content they feel is inappropriate. Reported content that is deemed inappropriate is removed immediately.

Nintendo 3DS Family Efforts

 On the Nintendo 3DS family of systems, we have strengthened measures to prevent unintentional exposure to inappropriate content. At the same time, we have improved strategies to protect individual privacy. For example, you can attach a message to a Mii*14, then exchange that message in StreetPass*15; however, we have implemented safeguards that make it difficult to include vulgar words and personal information, both in the name of the Mii and in the message.

*14 Mii
MiiA character whose face can be designed to resemble you or someone you want to characterize. Mii characters can be used on the Nintendo 3DS family, Wii U and Nintendo Switch.
*15 StreetPass
When the StreetPass feature is turned on, it enables the exchange of game data between two systems in the Nintendo 3DS family as their owners pass each other.

Considerations for Online Purchases

 Although some of Nintendo's software and services can be purchased online through Nintendo eShop, Parental Controls settings can be used to restrict such purchases.

Considerations for Smart Device Software

 Nintendo remains committed to our involvement in marking applications for appropriate age ranges, in creating systems to remove inappropriate content, in preventing problems before they occur and in detecting issues early on to allow consumers to use applications for smart devices safely and with peace of mind.

Compliance System for Payment Services Laws

 Nintendo offers consumers Nintendo eShop Cards as a way to purchase our products. With this type of payment method, we receive money from consumers in advance of providing the products or services, so we must avoid situations in which we cannot provide them. To ensure that consumers can enjoy our products and services with peace of mind, we have a system to review and comply with the applicable laws in each country.
 At Nintendo Co., Ltd., payment methods such as Nintendo Prepaid Cards are subject to the Prepaid Payments Instruments chapter of the Payment Services Act. Therefore, we have registered as an issuer that abides by the provisions of Prepaid Payments Instruments and established a system to comply with the Payment Services Act under the supervision of the Financial Services Agency and Kinki Local Finance Bureau.

Proper Handling of Credit Card Information

 To ensure that cardholder information is handled appropriately, Nintendo operates according to related laws and the Payment Card Industry Data Security Standard (PCI DSS). Due to a revision to the Installment Sales Act in June 2018, all merchants that have contracts with credit card companies are obliged to appropriately manage information such as credit card numbers. Nintendo systems and business processes dealing with credit card numbers therefore comply with PCI DSS, the internationally unified standard for the protection of cardholder information. Nintendo Co., Ltd. leads initiatives to maintain compliance in consultation with external specialists, and activities are conducted not only in Japan, but on a global basis in close cooperation with subsidiaries abroad.

Global meeting with an external specialist

Global meeting with an external specialist

Eco-Friendly Product Considerations

Eco-Friendly Product Considerations

 Nintendo has established internal standards for designing eco-friendly products that take into consideration the global environment throughout the whole product lifecycle, from the product planning stage through disposal. We constantly work to improve our product development processes and include ways to decrease our environmental impact through incorporating designs that improve energy efficiency, selecting component materials with a lower environmental load from the viewpoint of appropriate chemical substance control and selecting easily recyclable packaging materials.
 In addition, we have established the Product Subcommittee Meeting under the supervision of the Environment Committee so that employees from relevant departments can come together when necessary to discuss and exchange opinions on environmentally friendly ideas that can be incorporated into our products.

Our Approach to Chemical Substance Control

 Nintendo controls and regulates its use of chemical substances with the goal of preventing adverse health effects and reducing our environmental impact. These substances are designated by Nintendo as Environment Related Substances and controlled based on their classification in three categories: Banned Substances, Restricted-Use Substances, and Substances Under Application Control.

Environment-Related Substances (Revised October 2017)
Banned Substances
Restricted-use substances currently subject to enacted legislation or substances subject to regulatory directives which Nintendo deems inappropriate for use.
Restricted-Use Substances
Substances that may be used in certain products in consideration of safety and product characteristics, but use is restricted for environmental reasons.
Substances Under Application Control
Substances that, with prolonged exposure, pose a potential health risk, and in Nintendo's view, require continuous monitoring of their content levels.

For more information about our efforts, please refer to Nintendo Co., Ltd. CSR Q&A: Environmental Measures.

Green Procurement*16

 Nintendo maintains strict control over the manufacture of its products and applies Green Procurement standards from the material phase in order to manufacture products that are free of toxic chemical substances. In particular, we have established Green Procurement Specifications to protect the environment. Production partners*17 and component parts that meet our standards are certified as Green Suppliers and Green Parts.
 Our overseas subsidiaries cooperate with us in the promotion of green procurement practices. All operations manuals, packaging and shipping containers for which each subsidiary is responsible, from planning to production, must use materials in line with the standards that are established according to the status of the respective country and that are based on Nintendo Co., Ltd.'s Green Procurement Specifications.

*16 Green Procurement
Prioritizing the selection and procurement of products and component parts that are environmentally friendly and free from harmful substances.
*17 Production partners
Business partners involved in the production of Nintendo products, including first-tier suppliers directly contracted with Nintendo, and cooperative factories upstream from those business partners, to which Nintendo outsources product assembly, and the suppliers of component parts and materials.
Green Supplier and Green Part Certification

 Nintendo Co., Ltd. verifies that each production site, including offices and factories, of our production partners complies with our Green Procurement Specifications.
 In certifying Green Suppliers, we review production partner reports on the chemical substance contamination risk of the parts they manufacture, and we have a system to verify the on-site situation. We also have a system in place to certify Green Parts in line with the Green Supplier certification process.

Working Toward Eliminating the Use of Specific Chemical Substances

 Nintendo Co., Ltd. has accumulated expertise in chemical substance management of the entire supply chain, including upstream part and component manufacturers, in accordance with the RoHS Directive*18 and the REACH Regulation in Europe, and the Consumer Product Safety Improvement Act*19 in the U.S.
 Among the legally restricted chemical substances, we give particular attention to verifying the chemical substance contamination route of pollutants that come from raw materials, indirect materials and manufacturing equipment involved in the part manufacturing process. We share this accumulated knowledge on chemical substance management with each production partner with the intent of achieving a manufacturing process throughout the entire supply chain that consumers can trust.

*18 RoHS Directive
A European Union (EU) Directive that restricts the use of lead, mercury, cadmium, hexavalent chromium, polybrominated biphenyls, polybrominated diphenyl ether and four newly added phthalate esters, phthalic acid bis, phthalate butyl benzyl, dibutyl phthalate and diisobutyl phthalate in certain types of electrical and electronic equipment.
*19 Consumer Product Safety Improvement Act
A U.S. law that restricts the use of phthalate esters in products and the use of lead on a product's surface.
Verification Testing of Chemical Substances Contained in Products

 When deemed necessary or appropriate, Nintendo Co., Ltd. analyzes the chemical substances contained in the component parts of our products to verify that all products comply with our Green Procurement standards. Testing is performed either in-house or through external services.

Energy-Saving Design

 Nintendo is committed to developing products that are as energy-efficient as possible. Even after our products are launched, we continually work to lower their energy requirements.

Nintendo 3DS Family

 We incorporated a power-saving mode into the Nintendo 3DS family of systems, which increases battery life by automatically adjusting screen brightness and color based on what is being displayed.

Nintendo Switch

 Nintendo Switch has an Auto-Brightness Adjustment function that uses a sensor to adjust the brightness of the screen depending on the lighting conditions of the surrounding area. This reduces battery power consumption when in handheld and tabletop modes.

Promoting Resource Conservation, Recyclable Design

 In designing our products, Nintendo gives consideration to recycling efficiency by reducing the use of composite materials*20, and instead working to improve material degradability. Additionally, we clearly indicate the materials used in our products. We also work to reduce the use of unnecessary resources by minimizing the amount of packaging wherever possible.

*20 Composite materials
Materials comprised of two or more different raw materials, such as "paper + aluminum" or "paper + plastic," which are generally more difficult to recycle.

Environmental Considerations for Operations Manuals

 To promote paper conservation, Nintendo Co., Ltd. is working to digitize operations manuals included with hardware and software in cooperation with overseas subsidiaries.
 For Nintendo Switch, which was launched in March 2017, we post operations manuals on Nintendo support web pages instead of providing printed versions. In addition, for Nintendo Switch software published by Nintendo, instructions on gameplay controls, etc. are now displayed on-screen.

Nintendo Switch support web page

Nintendo Switch support web page

Electronic manual for New Nintendo 3DS

Electronic manual for New Nintendo 3DS

Reducing Environmental Impact Through Digital Sales

 In July 2012, we started to digitally distribute software previously sold only in a packaged format. After downloading software, consumers do not need to exchange the game cards to play a different game since game data is conveniently saved on the system, or on an SD card or USB media. From a long-term standpoint, digital distribution will contribute to conserving natural resources used in the packaging and operations manuals and reduce CO2 emissions.

Eco-Friendly Transportation

 Nintendo works in many ways to reduce environmental impact from the transportation of products to retailers. We review transportation routes, promote modal shift*21, design transport packaging with consideration to load efficiency, choose eco-friendly carriers and reuse packing materials.

*21 Modal Shift
Prioritization of eco-friendly transportation methods such as by rail or sea.

Post-Sales Recycling

 Nintendo considers the promotion of product and packaging recycling one of its most important initiatives. In the various countries we operate, we provide consumers with information regarding recycling, and participate in take-back and recycling programs. To learn more about our local recycling efforts, please refer to Nintendo Co., Ltd. CSR Q&A: Environmental Measures.

Nintendo Co., Ltd.

Working With the Act on Promotion of Recycling of Small Waste Electrical and Electronic Equipment

 Some Nintendo products, including game systems, AC adapters, cables, and peripherals, fall under the terms of the Act on Promotion of Recycling of Small Waste Electrical and Electronic Equipment. This law was formulated to promote the collection and recycling of used, small home appliances. Companies that manufacture and sell small home appliances must take the environment into consideration by working to design products that can be easily recycled. Nintendo Co., Ltd. has been involved for some years now in eco-friendly design, taking into consideration materials that conserve resources, are safe, and can be easily disassembled.
 Although it is the responsibility of the consumer to dispose of small home appliances in conjunction with local regulations, we share information on how to dispose of and recycle our products on the various product support web pages. Our hope is that we will increase awareness of this new law among our consumers.
Link to support web pages (Japanese only)

Consumer Privacy

Consumer Privacy

Protecting Consumers' Important Information

 Nintendo respects consumer privacy and considers the protection of consumer information an important responsibility.
 The information Nintendo collects from consumers largely consists of information necessary for the provision of network services and contact details when carrying out product repairs. We always clearly specify how we will use consumer information in our terms of use and strictly handle this information in adherence with internal regulations. In addition, we revise and enhance our internal systems in compliance with the laws and standards related to the handling of information. We have also established service centers to handle consumer inquiries.

Utilization and Protection of Intellectual Property

Utilization and Protection of Intellectual Property

Utilization of Intellectual Property

 Nintendo announced that starting in fiscal year 2014, it would move toward an approach of actively utilizing its abundance of character IPs, such as Mario. We aim to further increase the value of our character IPs so they are loved for a long time, by creating new connections and having them come into contact with more consumers in places other than video game platforms.
 Under this approach we seek to create new connections with consumers with the global launch of game-compatible character IP figures called amiibo, distribution of smart-device applications such as Super Mario Run in various regions throughout the world, and collaborations with Universal Studios.

Intellectual Property Protection

 Intellectual property is the fruit of Nintendo's research and development, and serves as the foundation of Nintendo's business. Recognizing the critical importance of protecting our intellectual property, Nintendo takes anti-counterfeiting protection measures in cooperation with industry groups, as well as customs and investigative agencies in many regions. We continue to take legal action against those who infringe upon our intellectual property. We also educate the public about the importance of intellectual property protection.
 Also, in order to gain the cooperation of the broader community in strengthening efforts to eliminate counterfeit products, Nintendo Co., Ltd. and each major company in the Nintendo Group has a page on its website that enables individuals to provide information on the sale and distribution of counterfeit products. We have been able to act on information received to combat piracy by taking actions such as sending out warning letters to infringers, requesting the removal of counterfeit products listed on Internet auction sites and filing import suspension petitions with customs. Moreover, in malignant cases, we file civil litigation and criminal complaints.
 For example, Nintendo Co., Ltd. won a lawsuit in February 2009 in which it sought to make the importation and sales of game copying devices, such as Magicom, illegal in Japan. Subsequently, suits based on Japan's Unfair Competition Prevention Act were filed, seeking injunctions and compensation from businesses importing and selling those devices. Japan's Supreme Court decided in January 2016 that Nintendo Co., Ltd. was entitled to receive a total of more than 95 million yen as compensation for losses from the defendants.
 We are determined to continue to pursue legal action, both civil and criminal, in the future against not only Magicom, but also against illegal devices, or products that infringe our intellectual property rights.

Nintendo Co., Ltd.

Seminars on Intellectual Property

 At Nintendo Co., Ltd., it is increasingly important for each employee involved in product development to be equipped with knowledge about intellectual property. Therefore, we hold seminars for employees several times per year to cover related topics.
 We believe these efforts let our employees take a more active role in applying and protecting intellectual property rights. This prevents cases where the product ideas that we work so hard to produce might be used by a third party because we failed to protect them, as well as cases where we might unknowingly use intellectual property that belongs to a third party.

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