Reggie Fils-Aimé
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| Reggie Fils-Aimé | |
|---|---|
| |
| Full name | Reginald Fils-Aimé |
| Born | March 25, 1961 (age 63)[?] |
| Super Mario–related role(s) | President & Chief Operating Officer (COO) of Nintendo of America (2006-2019) |
- “My name is Reggie, I'm about kickin' ass, I'm about takin' names, and we're about makin' games.”
- —Reggie Fils-Aimé
Reginald "Reggie" Fils-Aimé is the former president and Chief Operating Officer of Nintendo's North American branch. He was therefore responsible for all Nintendo-related activities in the United States, Canada, and Latin America, though he is widely known in other branches as well for his E3 performances. His career at Nintendo began in 2003 as Executive Vice President of Sales and Marketing, a position he held until 2006, when he was promoted to president, replacing Tatsumi Kimishima, who had held the position since 2002.
Graduating Cornell University with a degree in Applied Economics in 1983, Reggie's management experience is not limited to his time at Nintendo. Since his graduation from Cornell, he has worked for Proctor & Gamble, Guinness World Records, Panda Management Company, Derby Cycle Corporation, Pizza Hut, and most recently, VH1. Notable accomplishments of his at these establishments include the launching of the Bigfoot Pizza (Pizza Hut) and raising over thirty-five million dollars in disaster relief following the September 11 attacks (VH1).[1]
Reggie gained notoriety among the gaming community at the 2004 Electronic Entertainment Expo (E3), where he introduced himself with the above quote. Many fans now know him as the "Regginator" (which eventually became his Mii's nickname), and he is attributed with sparking a new era for Nintendo, one of improved public relations, which fans and the press dubbed the "Reggielution".[2] He made regular appearances at subsequent E3s, being one of the three main sources of information for upcoming hardware and software (occasionally providing information on Nintendo's sales accomplishments and goals), the other two sources being Shigeru Miyamoto and Satoru Iwata. His most notable presentations introduced gamers to the Nintendo DS (E3 2004), the Game Boy Micro (E3 2005), specifications of the Nintendo 3DS (E3 2010), and the Wii U GamePad (E3 2011). He also discussed and displayed trailers for a variety of games, including Super Mario Galaxy and Luigi's Mansion: Dark Moon.
Reggie appears as the main character of a series of sketches by the producers of Robot Chicken from Nintendo's E3 2014 YouTube video, where he introduces the E3 presentation as a whole. In response to a indignant fan who asks for the release of Mother 3, Reggie consumes a Fire Flower to transform into a fire form and set the fan on fire. With Mario's help, Reggie also stops the ambush of the presentation by Wario, Ganondorf, and a Bullet Bill. When the same fan from earlier complains about the lack of Star Fox in the presentation, Reggie uses his laser vision to vaporize the fan completely.
On February 21st, 2019, Reggie announced that he would be retiring from his position as President of Nintendo of America, with Doug Bowser replacing him as president as of April 15, 2019.[3]
Awards
- 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
Quotes
- "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." (criticizing Sony and Microsoft at E3 2004)
- "That's Sony's issue, not my problem." (referring to how the PlayStation Portable had not reached Europe when promised, but the Nintendo DS had - E3 2005)
- "Nintendo's way is to challenge conventional thinking. Not just for the sake of doing things differently, but to do things better." (E3 2006)
- "My body is ready." (before demonstrating Wii Fit alongside Miyamoto at E3 2007)
- "I feel just like a purple Pikmin." (E3 2012)
- "While I go Reggie on these fools, here's what's new." (E3 2014 Robot Chicken sketch)
Gallery
Reggie at a promotional New Super Mario Bros. Wii event
Reggie in a life-sized replica of the Bumble V kart from Mario Kart 7, at the 2011 LA Auto Show
Reggie promoting New Super Mario Bros. U
Reggie in an E3 2014 sketch by the producers of Robot Chicken
Reggie's fire form in an E3 2014 sketch by the producers of Robot Chicken
Reggie holding a phone with Super Mario Run on it
Trivia
- Shortly after the North American launch of the Nintendo 3DS, a QR code was made available on the Internet, which, when scanned, provides the 3DS user with Reggie's Mii.[4] The Mii has since been updated, slightly shorter in stature with more prominent lips and brown as his favorite color instead of blue. His Mii was in the trailer for Mii Fighters in Super Smash Bros. for Nintendo 3DS / Wii U.
- The first game he played on a console was Super Mario World.[5]
- Reggie considers Blooper as the worst item of the Mario Kart series.[6]
References
- ^ Reggie Fils-Aime Biography. IGN. Archived December 22, 2007, 03:55:48 UTC from the original via Wayback Machine. Retrieved May 30, 2024.
- ^ Lin, John (July 18, 2006). Meet A Gamer – Reggie Fils-Aime. The Game Feed (English). Archived November 20, 2006, 04:55:45 UTC from the original via Wayback Machine. Retrieved May 30, 2024.
- ^ Nintendo of America (February 21, 2019). Nintendo fans, Reggie has a message for all of you. Please take a look.. X (American English). Retrieved May 30, 2024.
- ^ The Reggie Mii: Is Your 3DS Ready?. Nintendo 3DS Blog. Archived March 20, 2011, 23:29:29 UTC from the original via Wayback Machine. Retrieved May 30, 2024.
- ^ Dempsey, Bobbi (November 18, 2007). Life as the Regginator. New York Times (American English). Retrieved May 30, 2024.
- ^ Mullins, Jenna (June 17, 2016). Nintendo Boss Finally Confirms the Absolute Worst Item in Mario Kart. E! News. Retrieved May 30, 2024.
