During E3 this week, there has been a lot of activity going on amidst Sony and Microsoft in working to boost sales amongst their specific consoles. Microsoft announced that it was making the Xbox 360 Pro, the most popular version of its console, less expensive, but Sony upped the ante by announcing that the 80GB PS3 would be made the same price as its 40GB PS3. While all this has been going on, however, Nintendo has not been sitting idle, despite the fact that it currently enjoys a favorable position on top of the gaming hardware/software heap.

Nintendo’s press conference at E3 this year showed Wii Sports Resort and Wii Music in the works, but also went into some detail regarding Nintendo’s changing corporate protocol. The President of Nintendo, Satoru Iwata, was quoted as saying that Nintendo was leading a “paradigm shift” the brought the company to the top of the gaming market via the intermediary of the DS and the Wii which caught many by surprise, and in fact still does. Many continue to have a negative view of the continued success of the company and now, they are in the position of surprising their own employees with the fact that Nintendo is currently marketing “millions of bathroom scales” otherwise known as Wii Balance Board.

This wasn’t all that the Nintendo president had to say about how his company has changed since the Wii and DS came on the market however. Another different facet of Nintendo’s current business activities is the selling of what Mr. Iwata referred to as “evergreen titles,” namely games that can enjoy good sales far past their initial release date in the manner of games such as Nintendogs and Brain Age. Nintendo’s current marketability has also been helped by the fact that gaming consoles are no longer just bought during the holidays season but on a more continual basis all throughout the year.

This rosy time, as with all good things, will not last forever however and Iwata emphasized this by saying that “we [Nintendo] cannot stand still in the game market. We always challenge ourselves to be pioneers.” Iwata’s belief was emphasized by the words of Reggie Fils-Aime, who occupies the post of Chief of Nintendo’s American branch, who said Nintendo must pull itself up and “create that next advantage” along with forcing itself to “disrupt our own thinking” by working on creating new projects and titles.