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Satoru Iwata

The programmer who became Nintendo's president

Satoru Iwata rose from HAL Laboratory programmer to Nintendo president, championing innovation and accessibility until his untimely death in 2015.

NES programmersexecutivesnintendo 1959–2015

Overview

Satoru Iwata was that rarest thing: a programmer who became a beloved corporate leader. He coded games, saved struggling projects, ran HAL Laboratory, then became Nintendo’s fourth president. Under his leadership, Nintendo launched the DS and Wii, proving that innovation could outsell raw power.

Fast facts

  • Born: December 1959 in Sapporo, Japan.
  • Education: Tokyo Institute of Technology.
  • HAL Laboratory: Joined 1982, became president 1993.
  • Nintendo president: 2002-2015.
  • Famous saves: Compressed Pokémon Gold/Silver, fixed EarthBound development.
  • Died: July 11, 2015, from bile duct cancer, age 55.

The programmer president

Iwata never stopped being technical:

  • Programmed Balloon Fight, early Kirby games.
  • Reverse-engineered and compressed Pokémon Gold/Silver to fit both Johto and Kanto regions.
  • Personally debugged EarthBound when development stalled.
  • Understood games from the code level up.

This background shaped his leadership—he respected developers because he was one.

Nintendo transformation

Iwata’s presidency brought bold moves:

  • Nintendo DS (2004): Dual screens, touch input—mocked before launch, dominant after.
  • Wii (2006): Motion controls brought non-gamers to gaming.
  • “Blue ocean” strategy: Compete by expanding the market, not fighting for existing customers.
  • Nintendo Direct: Spoke directly to fans via online presentations.

Wii U struggles

Not everything succeeded:

  • Wii U (2012) confused consumers and flopped.
  • Mobile gaming ate into handheld market.
  • Iwata took 50% pay cuts rather than lay off staff.

He took responsibility publicly, a rarity among executives.

”On my business card…”

Iwata’s famous quote: “On my business card, I am a corporate president. In my mind, I am a game developer. But in my heart, I am a gamer.”

This wasn’t corporate speak—it reflected how he led.

Legacy

Iwata proved technology companies could be led with humility and creativity. His death at 55 shocked the industry. The outpouring of grief—from fans, competitors, developers worldwide—showed how rare and valued his approach was.

See also