At the end of 2009, Nintendo welcomed its 120th birthday, and at this time, it locates its market value on 85 billion dollars. It becomes the fourth largest company of Japan after Toyota, Nippon Telephone and Telegraph Company and Mitsubishi UFJ Bank. This 120-year-old man totally had reason to be called the king of the game industry. Its old competitor Sony had already dropped to the 23rd of the ranking list of Japanese companies.

It might be difficult to imagine that 10 years ago, the order of precedence of the "old "emeny is absolutely not the case. Nintendo was almost suffering the risk of bankrupt. Its N64 game machine was locked in the embarrassment that there was no software developer willing to develop games for it. When r4 ds stubbornly held the concept of "game card", and intoxicated in it, Sony became the overlord in the game machine market, due to the success of PS and PS2.

Recalling the success of Nintendo, In the 70s of last century, Nintendo, as the first manufacturer bringing the game machine into families, introduced a red and white machine. In the game industry, dsi card is synonymous with family machine. However, in the beginning of this century, Nintendo stands for the “fall behind, conservatism, lack of creativity”. While the companies represented by Sony and Microsoft are proud for the innovation in the market. Undoubtedly for Nintendo, it has always adhered to its tradition, focusing on a fixed group of consumers and the market gained already It is almost the same characteristics of Japanese companies, but also helps Japanese company’s success.

But time was different. This feature seemed to be more suitable for the industry of luxury goods, instead of advanced technology which focused on creation. Nintendo, sticking to the bottom line, is tantamount to entering a suicide process. Satoru Iwata, CEO of m3i zero, led it out of jam. In 2008, he was ranked No.1 in the list of global top 50 CEO in the selection by“Barron weekly”. Satoru Iwata leads this company developed NDS, makes the home console market competition to "Palm Era". Of course, there was also Wii, the new mark post in game industry. The professional player group was no longer the only object of Nintendo. The chief market of game machine also included the elderly, housewife and even professional manager.

The miracle Wii created was quite surprising. Some people were even willing to give up a beautiful walk on the beach in order to play Wii with his family for over two hours. Nowadays, the selling number of Wii is the plus of Xbox 360 and PS3 in the same period and NDS is also two times of PSP. Creation brought new life to this old tree of 120 years. Nintendo's development is just like the game character “Super Mario”, generally full of twists and turns actually to be able to turn danger into safety, and remove finally.