C S R R e p o r t 2 011
CSR Report 2011
We extend our deepest condolences to those who have lost their lives as a result of the
Great East Japan Earthquake and tsunami, and we express our sincere sympathy to those who
are still suffering from these disasters.
Entertainment, which we produce and offer, is not essential to life. However, we believe in its
great potential to make people smile, create opportunities for human connections and help
make our world a happier place.
As a company that offers such entertainment, we will continue to do our utmost to assist
people in finding their smiles.
We wish for the earliest possible recovery and revitalization of the disaster areas.
Satoru Iwata
President, Nintendo Co., Ltd.
Contents
03
President’s Message
05
Global CSR Activities
07
Creating Smiles -- Global Report --
Our Editorial Policy
CSR (Corporate Social Responsibility) generally refers to how a company should fulfill its
responsibility to society and the global environment. At Nintendo, where our business is games
and entertainment, we define CSR as putting smiles on the faces of everyone Nintendo touches.
This CSR report describes how we are working to achieve the goal of bringing smiles to
everyone involved with Nintendo.
Reporting Scope
The scope of this report covers the activities and data of the Nintendo Group (Nintendo Co., Ltd. and
its consolidated subsidiaries). Any information not within this scope is explicitly identified as such.
For the purposes of this report, the term “Nintendo” refers to the entire Nintendo Group.
Nintendo Co., Ltd. is referred to by its complete name.
In addition, the environmental data cited applies mainly to Nintendo Co., Ltd. and its primary
overseas subsidiaries and branch offices, as listed below.
Nintendo Co., Ltd. is ultimately in charge of planning, product development and production,
while incorporating the opinions and legal advice of its subsidiaries.
• Nintendo of America Inc.
• Nintendo Ibérica, S.A. (Spain, Portugal)
• Nintendo of Canada Ltd.
• Nintendo Benelux B.V. (Netherlands, Belgium)
• Nintendo Australia Pty. Ltd.
• Nintendo of Europe GmbH, UK Branch
• Nintendo of Europe GmbH (Germany)
• Nintendo of Europe GmbH, Italy Branch
• Nintendo France S.A.R.L.
• Nintendo of Korea Co., Ltd.
Reporting Period
This report generally covers activities from fiscal year 2010 (April 2010 through March 2011). Data
for financial results, employees and environment include figures through the end of March of
each fiscal year; however, environmental data for fiscal year 2010 covers January 2010 through
December 2010.
Publication Date
Publication date of English report: July 2011 (The next English report will be published in July 2012)
• “Wii” refers to the Wii hardware.
• “Nintendo 3DS” refers to the Nintendo 3DS hardware.
• “Nintendo DS” includes the Nintendo DS, Nintendo DS Lite, Nintendo DSi and Nintendo DSi XL hardware.
• For supplemental information, visit the Nintendo website of Japan:
http://www.nintendo.co.jp/csr/en/
08
Report 1
Picturing the Smiles
11
Report 2
Bringing the Joy of Drawing to a Large Audience
13
Report 3
A Workplace Where Employees are Encouraged to
Peform to Their Full Potential
14
Report 4
Imagining the Smiles of Future Generations
15
Everyone Nintendo Touches
17
Bringing Smiles to Our Consumers
25
Working With Our Business Partners
29
Maximizing Our Employees’ Strengths
35
Bringing Smiles to Future Generations
41
Bringing Smiles to the Community
45
Reliable and Trustworthy Business Practices
49
A Message Regarding Nintendo’s CSR Activities
50
Nintendo Overview
Translation Note
This document has been translated from the Japanese original for reference purposes only. In the event of
any discrepancy between this translation and the Japanese original, the original shall prevail. Nintendo
assumes no responsibility for this translation or for direct, indirect or any other forms of damage arising from
this translation.
President’s Message
Bringing Surprise and
Delight to Our Consumers
What is the Role of Video Gaming in a Society
Where Interpersonal Relationships are Changing?
Before we launch any new product, anxiet y sometimes
overshadows my sense of anticipation because I worry about
whether Nintendo’s true vision will be communicated to our
consumers. At Nintendo, we strive to develop products that will
bring smiles and a sense of wonder to more and more people;
yet, we cannot know for sure how consumers will react until the
new product is released. So with each new product, I fervently
hope for a good launch.
My goal for the launch of the Nintendo 3DS system is to see
more people experience it than have thus far experienced the
Nintendo DS. I am certain that even those who until now have
had no interest in video games would enjoy the 3D images of
the Nintendo 3DS. I think that if we can get these people to feel
surprised and react with “Wow! This is fun,” and “It’s really 3D!,”
we will have succeeded in moving one step closer to our goal of
expanding the gaming population.
Recently, social-networking services have become increasingly
popular. I think these services developed out of people’s strong
desire to reach out and communicate with others over the
Internet, as direct communication declines; however, maintaining
relationships via the Internet requires active effort. It seems that,
although some people communicate well via this networked
medium, others do not yet feel comfortable with this sort of
communication. So, in addition to the 3D features of the
Nintendo 3DS, we focused on improving its communication
features. Wherever you go, if you have your Nintendo 3DS with
you and the StreetPass feature is enabled, you can exchange
game data with the Nintendo 3DS systems of people around you.
Although the Nintendo DS has a similar feature, called Tag
Mode, communication via the Nintendo DS is possible only
when two users have inserted the same software into their
systems. The Nintendo 3DS can communicate with other
Nintendo 3DS systems, even without software inserted. We
believe the improved communication features of the Nintendo
3DS will foster enjoyable, loose-knit connections.
Ninten do has a lo ng -s t an din g co mmitm ent to s o cial
entertainment, which makes entertainment more fun by adding
a social element that helps build relationships with other people.
Nintendo started out in the playing-card business, so social
entertainment is literally part of our roots. As a company, we
have always of fered enter tainment that is based on
interpersonal relationships. This unique background enables us
03
to offer games that we hope will have family members talking to
each other more, becoming closer to each other by having fun
together. This is something that social-networking technologies
have thus far failed to deliver.
likely to conceal problems. We believe in continued dialogue
with our production partners to maintain an unbiased position
throughout the process, and to encourage full cooperation
when enacting solutions and enable continued improvements.
Safe Viewing of 3D Images
For a Better Future
The Nintendo 3DS system creates 3D visuals by projecting
different images to the left and right eyes. The brain combines
these images and perceives them as three-dimensional. Due to
theories that the ability to see three-dimensional objects does
not mature until the age of six, and that long periods of viewing
3D images could impac t a child’s developing vision, the
Nintendo 3DS features Parental Controls that enable parents and
guardians to prevent the system from displaying 3D images
without their approval. Moreover, the Nintendo 3DS packaging
prominently displays information stating that children six years
old or younger should not view 3D images without parental
consent. Although it is rare for companies to label their products
with information that could adversely affect sales, we believe it is
important to provide information proactively to ensure that
parents and guardians understand that even their young
children can enjoy the Nintendo 3DS safely.
When we set out to expand the gaming population, we
targeted people from 5 to 95 years of age. While this initially
seemed an impossible goal, I have been told that people aged
95 and older are enjoying titles like Wii Sports Resort, which was
introduced in Japan during June 2009. This is just one example
of how we have overcome our preconceived barriers. We are
committed to benefiting society by bringing smiles to more
people, and we intend to accomplish our goals by continually
overcoming such preconceptions, and by discovering and
fulfilling consumers’ unmet needs. I hope that everyone at
Nintendo and everyone involved with Nintendo will move
forward with me in our efforts to create a better future.
* This interview was conducted on February 10, 2011, before the
launch of the Nintendo 3DS system.
Satoru Iwata
President, Nintendo Co., Ltd.
Building Productive Partnerships
At Nintendo, before completing a product we work closely
with a wide range of stakeholders, par ticularly the par ts
manufacturers. We must have absolute confidence in the quality
of each part to ensure that consumers can enjoy our products
safely. To that end, we must communicate our fundamental
parts procurement approach to our suppliers, the suppliers’
component manufac turers and even the manufac turers’
vendors. Consumers will lose confidence in our products if we
do not communicate our high safet y and environmental
standards. To facilitate this, during fiscal year 2010, we held
green procurement seminars for 170 suppliers in China, where
many of our production partners are based.
We also strongly emphasize a number of CSR issues, including
raw materials and the work environments of our partners’
production processes. Resolving these issues can be difficult
when communication breaks down. If companies fail to work as
equals with their production partners, these partners are more
04
Global CSR Activities
To put smiles on the faces of everyone Nintendo touches, we are promoting many CSR activities worldwide.
Here are some of our activities.
Nintendo Co., Ltd.
Nintendo of Europe GmbH (Germany)
Europe
656 employees
1,744 employees
The Americas
Nintendo France S.A.R.L.
Nintendo of America Inc.
53 employees
Nintendo Ibérica, S.A. (Spain, Portugal)
1,204 employees
Japan
89 employees
Nintendo of Canada Ltd.
70 employees
Nintendo Benelux B.V. (Netherlands, Belgium)
43 employees
Nintendo of Europe GmbH, UK Branch
36 employees
Nintendo of Europe GmbH, Italy Branch
39 employees
Nintendo Australia Pty. Ltd.
97 employees
France
Japan
Organizes Wii events for seniors
Japan
Spain
Promotion of the “Smile-Spreading Project” has a positive impact on employees
P.08
Organizes Art Academy workshops throughout Spain
P.11
Held green procurement seminars for production partners in China
P.37
Supported a program that encourages intergenerational communication
P.42
Holds Nintendo Game Seminar to contribute to Japan’s truly world-class game culture
P.41
Supported a program run by Odivelas City Hall that seeks to enrich the lives of senior citizens
P.42
Netherlands
North America
LEED Gold status certification awarded to Nintendo of America’s new headquarters
P.14
Launched six-week campaign to raise health awareness among employees
P.34
Offers Take-Back Program for Nintendo products
P.38
Supports Starlight Children’s Foundation by providing game systems to hospitals
P.43
Canada
Supported the community through volunteer work by visiting a local senior center
Portugal
Oceania
The Americas
P.44
Europe
Provided the Nintendo DSi XL and Art Academy to an elementary school;
sent instructors to help the students learn how to draw
P.11
Belgium
Converted to the use of electricity generated from 100% renewable energy
P.39
United Kingdom
Joined a UK government-run program to support employees who are raising children
P.32
Joined a program run by the UK government that promotes cycling to work
P.40
Game systems that were donated through Starlight Children’s Foundation
are now being enjoyed by about 500,000 children
P.43
Italy
Germany
05
P.42
Cooperated with a famous museum in organizing a children’s painting class that uses Art Academy
P.12
Supported a campaign to raise people’s awareness of parental controls
P.43
Promotes a work environment that enables employees with children
to reach their full potential without giving up their careers
P.13
Reinforced employee understanding of the Code of Conduct through an e-learning system
P.30
Raises employee health awareness through encouraging their participation in a running event
P.34
Supported a project in which teachers use Wii or Nintendo DS to teach Math, English or P.E.
P.43
Conducted an office tour for girls in their early teens to expand their knowledge of potential career opportunities
P.44
Organized a drawing event in which participants drew pictures of the Sydney Opera House using Art Academy
P.12
Launched the charity initiative “Spielend Familien-Talente fördern,” to foster music, sports and art activities
P.44
Supports Starlight Children’s Foundation by inviting children and their families to the Australian headquarters
P.43
Oceania
Australia
06
笑 顔
創 造
Global
Report
1
Japan
Picturing the Smiles
~ The Smile-Spreading Project ~
To discover the key to making more consumers smile, Nintendo Co., Ltd. launched the “Smile-Spreading Project” in fiscal
year 2009, which continued into fiscal year 2010. Mr. Mitsuo Amano, the project leader, will outline our progress since the
Project’s inception.
The Origin of the Smile-Spreading Project
Af ter releasing the Nintendo DS and the Wii, Nintendo
succeeded in delivering our products to more than 200 million
people. Employee morale soared; but, at the same time, we
began receiving an unprecedented number of consumer
comments and requests.
All employees tried diligently to answer demands, but
sometimes we did not have enough time to think from the
perspectives of consumers and other departments. We noticed
disparities in how different departments perceived the same
problem. While Nintendo’s rapidly increasing consumer base
impacted our external environment, the growing number of new
Nintendo employees affected our internal environment. The
proportion of people with diverse problem-solving experience
Delivery Seminar participants experience the software debugging process
shrank as newer employees joined the company, and we did not
have the time for substantial knowledge sharing. In order to solve
these problems, we initiated the Smile-Spreading Project.
C r e at in g Smiles
-- G l o b a l R e p o r t -To achieve Nintendo’s goal
of putting smiles on the faces of everyone we touch,
we are leading initiatives all over the world.
Here are a few highlights of the unique activities
we participated in during fiscal year 2010.
A Lot to Learn
Forging an execution plan for the Smile-Spreading Project took
time, especially as it became clear to the project participants,
who are key members of each department, that much more
information had to be shared, so we invested the time needed to
get everyone on the same page. As project members became
acutely aware of the importance of “knowing each other,” we
implemented the “Delivery Seminar.” This seminar is one of the
project’s key efforts that involves employees visiting other
depar tments to describe their own depar tment ’s role at
Nintendo. In just 30 to 45 minutes of lecturing, participants are
surprised by new facts, and the lecturer often gains insight
through analysis of his or her daily work.
Mitsuo Amano
General Manager
Quality Assurance Department
Nintendo Co., Ltd.
07
08
Comments
From Participants
Deep Discussion Solidified the Project’s Foundations
Our immediate goal for this project is to improve the quality of
our products and services. However, this is only one step along
the way in reaching our ultimate aim, which is to make consumers
smile. We named this project the Smile-Spreading Project in order
to show this fact explicitly.
But the scope of “Smile-Spreading” was too broad. In order to
promote this project, we thought it important to show the ways
in which we could get closer to our goal. We needed a word that
was easy to understand and could unify the employees. While
searching for that word, I noticed that the first step of this project
should be to improve “Consumer Sensitivity” (the ability to
empathize with consumers) through “Awareness” (to know more
about consumers, and about employees in other departments
and the work they do). Therefore, we decided to subtitle the
projec t with “Consumer Sensitivit y Training Begins With
Awareness.”
To tell the truth, it was not easy to decide the project name and
the subtitle, because the understanding of consumer satisfaction
differed slightly among departments. However, by having a
thorough discussion on the execution plan and project name, I
think the direction of this project became even clearer, and the
foundations of the subsequent activities became firm. At times I
felt like we were taking a detour, but now I think we are on the
right track.
Tying Each Employee’s Effort to Consumers’ Smiles
The “Group Discussion & Customer Service Window Tour” is
one of the ef for ts linked to “Awareness.” In this training,
employees, who do not usually communicate directly with
consumers, participate in a group discussion on consumer
satisfaction and visit the Customer Service Window. The aim of
the Group Discussion & Customer Service Window Tour is for
employees to get first-hand experience working at our call center
and to learn about consumers’ points of view. In short, the aim is
“to know more about our consumers.” In the group discussion,
participants introduce their jobs and how they are linked to
consumers. They also share their findings from the Customer
Ser vice Window Tour and discuss consumers’ comments.
T hrough this training, we want each employee to think
proactively about “Customer Satisfaction,” and we would like to
further promote a corporate culture of working together, as a
whole company, to solve problems.
09
Total number of employees who participated
in the Group Discussion & Customer Service Window Tour
148
300
Fiscal year 2010
Fiscal year 2011
(target number)
employees
employees
Employee Bonds Will Sustain Our Future
All efforts in this project are aimed at encouraging direct
communication between employees. The use of the intranet is
one form of communication within the company, but talking to
people in person helps us share our values more deeply and
better understand what is important to other departments.
It was a big challenge for me to be a leader of this project, but I
have gained more friends than I had made in the past 20 years. I
also realized that there are many extremely talented people
around me, which made me stop feeling anxious about new
tasks. Because it is difficult to show the effects of this project in
quantitative data, and because big changes do not happen in a
short period of time, some people were somewhat negative at
the beginning. However, this negativity seemed to disappear.
After all, I believe if a person is inspired, his or her attitude will
change. I now strongly believe that even if we suffer setbacks, we
will be able to overcome anything if we employees stick together
and continue striving to make more people smile.
As a Lecturer of the Delivery Seminar
Participating in the Group Discussion
& Customer Service Window Tour
Everyone Sees Things Differently
Reaffirming Our Connection With Consumers
As a lecturer of the Delivery Seminar on “green procurement,”
which is the basis of creating products free of harmful substances, I
recognized the difficulties of communicating something to people
whose specialized fields are dif ferent from mine. Also, the
questionnaires returned by the attendees after the seminars taught
me that the points that lecturers think they have to explain in detail
sometimes differ from the points attendees wish to learn about in
detail. In addition, I believe this lecture provided a good opportunity
for attendees to understand the importance and difficulty of creating
safe products that are free of harmful
substances. I would like to continue to
strive to better understand and promote
green procurement while keeping in
mind that people’s perspectives differ
depending on their standpoints.
Participating in the tour was a great way to learn more about
our consumers’ needs; it also brought Nintendo employees
closer. I also learned about different perspectives and ways of
thinking. The most impressive thing at the Group Discussion
was the question, “When we say 'Customer Satisfaction,’ who is
the 'customer’?” It is very difficult to answer all of the requests
and inquiries from consumers; however, this question helped
me to reconfirm the link between myself and consumers, and I
realized how important it is to put top priority on “how it should
be for consumers,” rather than on each
department’s position or convenience.
Specifications Group
Product Evaluation & Engineering Department
Uji Plant, Nintendo Co., Ltd.
Assistant Manager, Quality Control Group
EAD Administration Department
Nintendo Co., Ltd.
Obiko Sasaki
Yasuhiro Kawaguchi
My Experience as a Customer Service Tour Guide
Participating in the Group Discussion
& Customer Service Window Tour
Communicating With Employees in Other Departments
Directly Experiencing Consumers’ Thoughts
To put smiles on the faces of consumers, we have to respond
to them with heartfelt smiles, and with pride and trust in our
products. As a person in charge of the telephone window, I
regarded this Customer Service Window Tour as a chance to
d e li ver o ur th o u ght s an d i d eas to p e o p l e f ro m oth er
departments. Based on this understanding, I cooperated with
other staf f memb ers to ensure that the tour would b e
beneficial. After it was over, one of the attendees wrote to me,
thanking me for my “kind and gentle correspondence with
consumers.” That made me feel great!
T his tour insp ire d m e to ans wer
phone calls from consumers even
more enthusiastically, as a company
representative.
In my usual role, I do not get the chance to hear requests or
inquiries directly from our consumers, so the tour was an
eye-opening experience for me. Talking directly with our
consumers made me realize how challenging it is to describe
how to use our products. In addition, my gratitude grew for
those consumers who keep playing with our products, even
af ter having them repaired. I am currently developing a
network service. I would like to keep consumers’ perspectives
in mind and seek to deploy a service that is easy to understand,
so that as many consumers as
possible can have a stress-free service
experience.
Customer Support Group
Repair & Maintenance Center
Nintendo Co., Ltd.
Network Business Group
Network Business Department
Nintendo Co., Ltd.
Keiko Kimura
Yoko Ota
10
Bringing the Joy of Drawing to a Large Audience
Global
Report
~ Drawing Lessons With Art Academy ~
2
“How can I draw a picture well?” We have all asked ourselves this question at least once before. Nintendo would like to help
the people we serve have fun and enjoy more fulfilling lives. One of our proposals for this is Art Academy, which we launched
The Art Academy software teaches
drawing techniques while a user
draws pictures with the stylus.
(European version)
globally in fiscal year 2010, for the Nintendo DS.
Spain
Portugal
Italy
Enjoy Art More!
Learning How to Draw at a Museum
Throughout Spain, we have been holding a workshop called “Art Academy Tour.” In this workshop, famous artists from each region deliver
a lecture about the development of painting techniques, and then ask participants to draw pictures using Art Academy. The participants said,
“Now that I know how easy it is to start painting, I am really interested in it!” Also, our Portugal branch began a workshop using Art Academy in
cooperation with the Berardo Collection Museum, which is known for its international modern art collection. Anyone can take part in this
workshop and learn how to draw in the museum. We are very happy that we could start a workshop that enables
participants to enjoy art, while using new technologies, in a museum thematically focused on the development of art
in the 20th century.
Since we wanted to have as many people as possible know about Art Academy, it was a great pleasure for us to partner with Pinacoteca di
Brera, a museum in Milan famous for housing some of the finest collections of Italian paintings. Pinacoteca di Brera uses Art Academy as a tool
in its art course for children. After an art expert teaches participants about the use of shadow and color, using a famous painting as a model,
the participants are asked to practice the same techniques with Art Academy. The children who participated were fully absorbed in the new
experience of learning art through a gaming system. Inspired by the efforts of Pinacoteca di Brera, museums in other
regions also have expressed interest in the use of Art Academy at their facilities.
Nicolas Wegnez
Francesca Prandoni
Marketing Director, Marketing Department
Nintendo Ibérica, S.A. (Spain)
PR Manager, Marketing Department
Drawing a picture while listening to an artist’ s explanation (Spain)
An art class taking place in front of some famous paintings
Australia
Netherlands
A Chance to Discover Hidden Talents
A Wonderful Time With Mika Popov
Art Academy has been used as an instructional tool in an art class for third-grade students at an elementary school in Zeeland, Netherlands.
We proposed that the school try Art Academy, and they agreed. We provided the Nintendo DSi XL and Art Academy for use as educational
materials, and sent to the school three instructors specialized in art to help with this project. Even students who did not like art enjoyed
Art Academy more than we had expected, and exclamations of, “I want to draw more pictures!” could be heard everywhere. This project also
helped teachers spot students’ hidden talents.
In November 2010, we held an event during which participants could learn drawing techniques from an accomplished artist, Mr. Mika
Popov, using Art Academy. One hundred participants were given the challenge of drawing their own version of the Sydney Opera House; at
the end of this event, the winning entries received prizes. Mr. Popov, the grandson of the architect who designed the Sydney Opera House,
told anecdotes about this famous landmark while teaching participants how to draw.
It was very impressive for us to see the participants having such fun while learning to draw, and we believe it was a
wonderful experience for everyone involved.
Heather Murphy
Bianca Stirnweis-van Dort
PR Manager, Marketing Department
PR & Events Manager, Marketing Department
Nintendo Benelux B.V. (Netherlands)
11
Nintendo of Europe GmbH, Italy Branch
A student drawing with the help of an instructor
A family enjoys drawing with Mr. Popov
Nintendo Australia Pty. Ltd.
12
Germany
Global
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Global
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4
A Workplace Where Employees are Encouraged
to Perform to Their Full Potential
~ The Story of a Female Senior Manager ~
America
Imagining the Smiles of Future Generations
~ The New Eco-Friendly Headquarters ~
In October 2010, Nintendo of America’s new headquarters, completed in April 2010 in Redmond, Washington, received
LEED*1 Gold certification from the U.S. Green Building Council.
Achieving a good work-life balance is a challenge for both companies and employees. It is especially difficult for employees
who have children or who cannot work for extended periods due to personal reasons. Providing a workplace where all
employees can perform to their full potential while maintaining work-life balance benefits both the company and its
Reduction of the Data Center’s Power Consumption
employees. Although there are many hurdles, Nintendo is cooperating with employees as much as possible. This article
The data center, which houses the corporate servers, consumes
35% of the power used in the building. By reducing data center
power consumption, we significantly reduce the building’s overall
building power consumption and lower our CO 2 emissions.
profiles the career of Ms. Sylvia Graf-Schumer: a senior manager and a mother.
Developing Together as a Team
In my case, I was able to continue working because I could
adapt my tasks to my flexible working model, with the full
support of my boss and colleagues. However, the time I have for
face -to -face meetings is limited, so I always have to be
well-prepared and mindful of my business priorities. I have
delegated some of my tasks to my very capable team members,
all of whom are reliable and able to work independently in their
respective areas of responsibility. I believe that this strong sense
of responsibility is a key part of Nintendo’s corporate culture.
Sylvia Graf-Schumer with her team
Changing Perceptions Toward Working Women
In the 1990s, the public perception of working mothers began
to change in Germany. Before that, it was believed that the “ideal
mother” should stay at home; however, society began to realize
that women with children were important human resources. I
started at Nintendo of Europe in 1998, when this change in
perception was gradually growing in society.
With Company Support
In 2004, when interest in the proactive employment of women
was quite high, I was promoted to the position of Senior
Manager. The following year, I became pregnant and had my
baby boy in 2006. Since I wanted to pursue my career while
raising my child, I asked for more flexible working conditions,
which the company granted. I was the first manager in my
department to request this. The company’s support in this regard
enabled me to balance my work and parenting responsibilities.
As a result, I have become more focused and dedicated to my
job.
Being a Good Role Model
There are still relatively few women working in senior
managerial positions in Germany, and even fewer who have
young children. A large number of women who have children
give up their careers because they have no other choice. Despite
this situation, I am very happy that I can balance my career with
my personal life and my family, and I am grateful for the kind
support Nintendo has provided me. Several women in my
department are working mothers, and they are motivated to
work hard because they want to reciprocate the company’s
support with their achievements. We support each other, and I
strive to establish a supportive working environment. In that way,
I try to serve as a good role model for others, which helps put a
smile on everyone’s face.
Typical data centers use up to half of their power to cool the
equipment; however, in this new building, by using outside air for
cooling while exhausting the hot air from the room with special
vents, we have succeeded in reducing the energy used for
cooling by up to 90%.
We can see the “Living Roof” from our meeting space
A Building in Harmony With Its Environment
When Nintendo of America set out to build a new headquarters,
we wanted to implement as many environmentally friendly
technologies as we could. We wanted to construct a new
headquarters that would reduce our environmental impact and
provide a healthy atmosphere for employees. During the
proposal process for the building, Nintendo executives decided
that th e b uilding sh ould b e design e d to achieve LEED
certification. Upon completion, Nintendo of America’s new
headquar ters was awarded LEED Gold status, placing it
among the nation’s top-rated buildings for sustainability and
environmental friendliness.
Examples of environmental technologies
• Use of drip-delivery irrigation minimizes irrigation water use by 57%.
• Low-flow plumbing systems reduce water consumption by 34.5%.
• Automatic dimming of indoor lights based on the available amount of external
natural lighting lowers electricity consumption.
Encouraging Eco-Friendliness
Sustainability is something we really have focused on in recent
years, and working in a building that places such an emphasis on
conservation undoubtedly has a positive effect on employees.
Every day, hundreds of employees use biodegradable eating
utensils and wash their hands at sinks made, in part, from
recycled glass. Furthermore, the Nintendo of America Green
Team promotes environmental efforts throughout the company.
For ins tance, the team sp onsors semiannual employe e
electronics recycling events that let employees bring electronics
from home to be repurposed through a vocational program that
supports the technical acquisition of electronics repair skills for
low-income families, or to be donated to a local nonprofit
organization for use by disaster victims. In fiscal year 2010,
Nintendo employees turned in more than 10,000 pounds (4.5 tons)
of electronics to be repurposed, recycled or reused. We will
continue to work proactively to raise our employees’ environmental
awareness and environmental conservation.
*1
LEED - Leadership in Energy and Environmental Design
LEED is a system that comprehensively evaluates the environmental quality of a
building’s design, construction, operations and maintenance solutions.
Eco-Friendliness Brings Comfort to Employees
Sylvia Graf-Schumer
Senior Manager, European Publisher Business
Nintendo of Europe GmbH (Germany)
In constructing the new building, not only did we employ
environmental technologies, we also incorporated several
renewable or recycled materials. For example, the floors and wall
paneling were fashioned of bamboo, a renewable material known
for its rapid grow th rate. The “Living Roof ” was especially
well-received because it supports energy efficiency and provides
an open-air garden that employees and guests can enjoy.
Sara Hatfield
Assistant Project Manager
Real Estate and Special Projects
Nintendo of America Inc.
13
14
Everyone Nintendo Touches
Related pages PP.17-24
Consumers
We strive to put smiles on the faces of everyone we touch,
whether they are directly or indirectly involved with Nintendo, now and in the future.
Nintendo’s top priority is ensuring that each and every one of our consumers can fully
enjoy our products. To achieve this, we listen closely to our consumers, learn from
what they tell us, then commit ourselves to creating the highest-quality products.
Communication Channels
• Customer Service Window • Nintendo Repair & Maintenance Center • Retailers
• Provide Information via Nintendo’ s Websites • Webpage for Reporting Counterfeit Products
Numbers Linked
to Smiles
Cumulative Hardware Unit Sales
Wii
Related pages PP.25-28
Business Partners
2008
2010
Communication Channels
• New Product Information Sessions • CSR Procurement
2008
15
companies
29
companies
2010
2008
42
companies
Nintendo conducts regular on-site inspections at the facilities of its principal production partners.
• Development Partners
Nintendo’s products include the innovations and technologies of many of our
development partners. We strive to create better products in collaboration with
those development partners.
Employees
Nintendo employs the fabless production model, a system that outsources
material supply and product manufacture. Together with our production
partners, we work to continuously improve our production processes.
101.78
million units
Nintendo is committed to creating
and maintaining an environment
where all employees can show
and develop their strengths while
realizing their maximum potential.
2009
2008
Nintendo seeks to promote the growth of the gaming industry together with
publishers who develop and sell their own branded software for Nintendo’s
game systems.
2010
4,130
employees
2009
4,425
employees
4,712
employees
Nintendo operates worldwide to bring smiles
to as many people as possible.
Communication Channels
• Green Procurement • CSR Report
4.2
Nintendo strives to maximize its
corporate value and build positive,
satisfying and trusting relationships
with our investors and shareholders
through returns on profit, and the
timely and appropriate disclosure of
impor tant information to create
long-term partnerships.
Communication Channels
• General Meeting of Shareholders
• Financial Results Briefing
• Corporate Management Policy Briefing
• Disclosure of Information Available via
Nintendo Website
• Disclosure of Information Available via
Annual Report
Numbers Linked
to Smiles
Cumulative Software Unit Sales
Wii
2008
353.02
million units
2009
3.9
t-CO2
per employee
544.83
million units
9.43
2010
Nintendo 3DS
2008
million units
566.92
million units
2009
Total number of software units for the Wii, Nintendo 3DS and
Nintendo DS sold by Nintendo all over the world, excluding
the number of downloaded software units.
718.50
million units
2010
Related pages PP.41-44
Contributions
716.09
million units
839.48
million units
Nintendo is committed to being a responsible corporate citizen that is
recognized for unique contributions to society.
Communication Channel
• Community Contribution Programs in Various Countries
CO2 Emissions per Employee
2009
146.42
million units
Shareholders
and Investors
Nintendo DS
One of Nintendo’s goals is to put smiles on the faces of children
today and in the future. To hand down a better environment to
future generations, we are committed to maximizing environmental
protection in our product design processes and in our business
activities around the world.
t-CO2
per employee
2010
Related pages PP.45-48
2010
2008
128.89
million units
Communication Channels
• President’s Address
• Health Consultation Room
• Periodic Consultations
• Health and Safety Committee
• Sharing Information via the Intranet
• Publishers
3.9
t-CO2
2010
per employee
To bring smiles to the next generation, Nintendo is committed to environmental conservation.
15
3.61
Nintendo strives to provide products that can be enjoyed by
all people, regardless of gender, age, gaming experience or
skill level.
Number of Employees (Consolidated)
To put smiles on the faces of as many consumers in the world as possible,
Nintendo is committed to building better cooperative relationships with our
sales partners, including wholesalers and retailers.
Numbers Linked
to Smiles
86.01
million units
Numbers Linked
to Smiles
• Sales Partners
Future Generations
2010
Related pages P.29-34
• Production Partners (Suppliers and Production Factories)
Related pages PP.35-40
70.93
million units
million units
Nintendo DS
Cumulative On-Site Inspections
2009
2009
Nintendo 3DS
Nintendo is continually working to build better
relationships with our business partners.
Numbers Linked
to Smiles
50.39
million units
Numbers Linked
to Smiles
2008
199
participants
Cumulative Game Seminar Graduates
2009
234
participants
2010
269
participants
To contribute both to the future of the gaming industry and to the development of the gaming
culture, Nintendo uses its own resources to hold the Nintendo Game Seminar.
16
Bringing Smiles to Our Consumers
To provide all of our consumers with safe and enjoyable gaming experiences,
we strive to create the highest-quality products while listening closely to our consumers’ comments and concerns.
Achieving Quality and Safety
The Development Stage
At Nintendo, we emphasize safety and reliability in manufacturing products
of the highest quality so that consumers of all ages can enjoy them with peace
of mind.
Product Safety Principle
Quality Principle
Safety and reliability are key factors
in creating high-quality products.
Provide high-quality products that
meet consumers’ expectations.
Establish Strict Safety Standards
*1
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 generally to consumer
electronic products, we respect various other safety standards, such as the U.S. Consumer
Product Safety Improvement Act of 2008*1, the European Toy Safety Directive*2 and the
Toy Safety Standards of Japan*3.
A U. S . re gulatio n that res t r ic t s th e us e o f
phthalate compounds in products as well as the
use of various materials, such as lead, on the
surface of any product.
*2
Framework for Product Safety Assurance
Nintendo Co., Ltd. established its Product Safety Committee, under direct supervision of
the Executive Management Committee, to ensure employees’ understanding of the
Product Safety Principle and the Quality Principle. Through effective management,
maintenance and improvement of Nintendo’s Product Safety Assurance System, the
Product Safety Committee ensures the safe manufacture and provision of our products at
every stage, from planning, development and production, all the way to after-sales service.
System to Ensure Product Safety
Consumer Product Safety Improvement Act
of 2008
*3
Toy Safety Directive
A European Union (EU) directive that regulates
products designed or clearly intended for use in
play by children under 14 years of age. Such
products must meet strict safety requirements
related to physical, mechanical, f lammable,
chemical and electrical properties.
Toy Safety Standards of Japan
Safety standards established by the Japan Toy
Association that cover mechanical and chemical
safety, and flammability.
The Design Safety Review Committee consists of employees from several divisions,
including Engineering, Quality Assurance and Legal Affairs, to screen product designs for
safety, particularly during the design and development stages. The Committee reviews the
reports and prototypes created by the product development departments to assess the
safety of each product from a wide range of perspectives.
During the prototype stage, mechanical and physical evaluations include drop tests,
temperature resistance tests, electromagnetic wave evaluations, flammability tests and
tests for harmful chemical substances that might be contained in or eluted from the
product (see P. 37). 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. Fiscal year 2010 saw no serious accidents or concerns related to
product design.
Design Safety Review
Committee - Review Items
1
2
Product Safety Assurance System
Planning
Procurement
Production
Shipment
After-Sales
Confirm that products
meet the design safety
standards. (P. 18)
Ve r i f y t h a t p r o d u c t
parts satisfy Nintendo’s
criteria. (P. 36)
E s tablish sound safet y
validation methods for
production partners. (P. 18)
Confirm that products
m e et th e sp e ci f ie d
safety standards. (P. 18)
Ensure that end-user problems and
feedback are promptly communicated
to the relevant departments. (PP. 23 – 24)
Safety specifications
Confirm that products comply with
additional s afet y sp e cifications if
applicable
3
Design safety standards
Confirm that internal design safety
standards are observed
The Production Stage
We require our production partners (see P. 25) to confirm that their products comply with
Nintendo Co., Ltd. specifications by using prescribed testing methods to check their
assembly processes.
4
Labeling standards
Confirm the appropriate display of all
required labels and notices
The Shipment Stage
5
FTA, FMEA
Conf irm completion of F TA* 4 and
FMEA*5 safety evaluations
Assembled products also must pass a finished-goods test, after which they are inspected
a final time before entering the market.
*4
FTA (Fault Tree Analysis)
A system that analyzes the root causes of safety
hazards, such as fire and injur y, to develop
appropriate steps for their prevention.
*5
FMEA (Failure Mode and Effect Analysis)
A method of improving product safet y and
reliability through analysis of how each failure
mode would affect the product.
Executive Management Committee
Product Safety Committee
Laws/Regulations
Confirm that products comply with all
applicable legal regulations
Feedback
17
18
Putting Safety First
Stereoscopic 3D Display Considerations
The Nintendo 3DS system, which went on sale in Japan in February of 2011, is a gaming
device that enables users to enjoy 3D images without the use of special glasses.
The system creates 3D visuals by projecting different images to the left and right eyes.
However, perception of the 3D visuals can differ significantly from person to person, depending
on such variables as the distance at which the Nintendo 3DS is held and the distance between
an individual’s eyes. These factors can affect how easy and comfortable it is to view the 3D
visuals. For this reason, Nintendo has incorporated the 3D Depth Slider into the Nintendo 3DS
system. This slider enables the player to adjust the strength of the 3D visuals. Lowering the 3D
Depth Slider gradually diminishes the 3D effect of the visuals until, 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 the vision of children aged six and under can still be
developing, and that allowing those children to see 3D images by providing different images to
their left and right eyes might affect their visual development. So that all consumers can enjoy the
Nintendo 3DS with peace of mind, Nintendo not only makes it possible for all Nintendo 3DS
games to be played in 2D display mode, we also enable parents and guardians to restrict the
display of 3D images on the Nintendo 3DS system using a Parental Controls feature. We are also
working hard to ensure that consumers are aware of this information by displaying it in prominent
locations, such as on the packaging, so that before purchasing a Nintendo 3DS, consumers can
make informed choices as to whether their children should experience 3D images.
Educating Employees About Product Safety
To ensure that all Nintendo products meet the highest standards of safety and quality, it is
essential to educate all Nintendo employees about product safety. To make sure our employees
are well aware of the critical importance of ensuring that our products are safe, Nintendo Co.,
Ltd. provides product safety training where necessary. In fiscal year 2010, Nintendo Co., Ltd.
provided product safety training to 134 new recruits and to 244 employees from the
development and manufacturing departments. As part of our employee education program,
we distribute internal guidelines in order to share accumulated expertise in design and
production. We also periodically revise the guidelines to ensure that they are used effectively.
Since May 1993, we have also issued the “Quality Assurance News,” a periodic newsletter that
provides all employees with additional information and updates on product safety issues.
3D Depth Slider
When the 3D Depth Slider is all
the way down, the 3D visuals
become 2D.
Nintendo believes it is very important to screen out inappropriate content
and ensure safety when developing software and services so that consumers
of all ages can enjoy Nintendo products with peace of mind.
3D Screen
This screen can show 3D visuals.
Ensuring Software Safety
When planning the launch of exciting new game controls that enable users to use their
entire bodies instead of just their hands, as well as when planning leading-edge online
games and content, we create and distribute comprehensive software development
guidelines, which are revised as needed. To promote the safety and security of our
consumers, these guidelines also highlight key points and emphasize continuous process
improvement. We apply the same thoroughness to our sof tware testing, using a
company-wide system applied from the earliest stages of product development.
Information on Appropriate Target Age Range
*1
Before playing a game, one has no way of knowing what kind of content the game
includes. Therefore, Nintendo provides ratings information according to the ratings
system*1 used in each country or region.
Ratings System
Ratings organizations review game content and
set an appropriate age rating for each game. In
Japan, the CERO (Computer Enter tainment
R a t i n g O r g a n i z a t i o n) a g e - r a t i n g m a r k i s
displayed.
WEB For more information on the ratings systems used
in each region where our products are sold, visit
Nintendo Co., Ltd.’s CSR Q&A: Consumer Relations.
Nintendo Co., Ltd.
Communicating Age Rating Information With Colored Packages
Starting in January 2010, Nintendo Co., Ltd. changed the color of the packages for Wii
software sold in Japan so that consumers could more easily notice the age rating. Now,
Wii games rated for age 15 and over are black, while other games remain white. This
method is used for Nintendo 3DS software packages as well.
Delivering Information Proactively
for Consumers’ Peace of Mind
Nintendo Co., Ltd.
White-based package
Black-based package
Yoshitaka Nakano
Mechanical Design Group, Research & Engineering Department
In researching individual differences in 3D perception, we hold extensive internal
discussions to determine the best way to deliver to consumers the information we gain
from the research. We currently provide necessary information in many locations, such as
on our websites and on product packaging, to ensure that consumers are well-informed
about the safe use of the Nintendo 3DS system. For us as developers, it is particularly
important to ensure that consumers have access to accurate information they can use to
comfortably enjoy the 3D functionality of the Nintendo 3DS system.
19
* Nintendo DS software packages do not use color to categorize each age rating, but display the applicable
CERO age-rating marks clearly on the package labels.
* The marks do not correlate to game difficulty level.
20
Making Things Easier to Understand, Easier to Use
A Healthy Environment for Children
*1
Parental Controls are not available for
Nintendo DS software.
Nintendo has integrated Parental Controls into the Wii, Nintendo DSi, Nintendo DSi XL
and Nintendo 3DS*1. This feature enables parents and guardians to restrict and limit their
children’s access to high age-rating software or online content.
Making Things Intuitive
Quick and easy navigation of a new game world is one of Nintendo’s highest priorities.
With this in mind, we try to make gameplay as intuitive as possible, thereby minimizing the
need for users to consult the instructions to figure out how to play a game.
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 communication. For this reason,
we designed the Wii and the Nintendo 3DS 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.
Usability 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 actively solicit consumer
feedback and seek ways of incorporating that feedback in our product development
whenever possible. One example of our efforts at making things easier to use: the edge of
the upper cover of the Nintendo 3DS is curved to make it easier to open. As a result, the
upper cover can be opened from any point along its edge.
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 communications by enabling consumers to express
themselves more freely. However, in rare instances, malicious individuals could create an
unpleasant situation for other consumers by distributing inappropriate content. To
minimize inadvertent user exposure to inappropriate content, we are working together
with our development partners to implement safeguards to exclude inappropriate content
when using our systems.
The use of UGC has advanced even further on the Nintendo 3DS system. As a result, we
have worked even harder to prevent unintentional exposure to inappropriate content on
the Nintendo 3DS system while, at the same time, improving strategies to protect
individual privacy. For example, you can attach a message to a Mii*2 in the Nintendo 3DS
On the Nintendo 3DS, the title of the game and the
time played are automatically recorded in the Activity
Log for each day.
*2
system; then exchange that message in StreetPass* 3 , but safeguards have been
implemented to make it difficult to include vulgar words or personal information, either in
the name of the Mii or in the message.
Mii
A character whose
face can be designed
to res emb l e yo ur s e l f
or someone you want
t o charac terize. Mii
characters can be used
on the Wii and the
Nintendo 3DS.
Since the edge of the upper cover of the Nintendo 3DS
is curved, the cover can be opened from any point
along its edge.
Creating Operations Manuals Everyone Can Understand
So that all of our consumers can easily understand our operations manuals and package
descriptions, we make every attempt to use simple, everyday language and terminology
wherever possible. We also use multiple illustrations to make it easier for young children to
understand our manuals.
Aiming for User-Friendly Products
*3
21
At Nintendo, we work hard to develop products and services that appeal to
the widest range of people, including males and females of all ages,
regardless of their level of gaming experience.
StreetPass
When the StreetPass feature is turned on, it
enables the exchange of game data between
two Nintendo 3DS systems as their owners pass
one another.
Nintendo Co., Ltd.
Yuji Konishi
Design Group, Research & Engineering Department
In order to make Nintendo products enjoyable for every consumer, we always work to
provide products that are even more user-friendly. For example, we have adopted a
wireless switch for the Nintendo 3DS system so that consumers can easily turn off the
wireless communication function when they are in locations that prohibit wireless
communication such as hospitals or priority seating on trains. In addition, we use the
easy-to-read Universal Design font in our operations manuals.
22
Responding Effectively to Consumers
We care a great deal about what consumers think of our games and have
various consumer service channels in place, including telephone and online
contact points, to respond to the wide range of inquiries and requests we
receive from our diverse consumer demographic. Nintendo has established a
system that enables the relevant departments within the company to share
comments we receive from our consumers.
Customer Service Window
Repairs and Maintenance
A System for Responding to Consumers’
Comments (Nintendo Co., Ltd.)
The Customer Service Window in Japan provides information and advice on issues such
as product specifications and usage, as well as various campaigns. In addition, we
established the Nintendo Technical Support Center to respond to consumer questions
about various network services.
We have also set up similar customer service centers in locations around the world where
we provide support in the local languages.
Consumers’ Comments
Inquiries
Suggestions
Requests
Complaints
Touching Consumers’ Hearts
Through Repairs
Nintendo Co., Ltd.
Telephone / E-mail / Letters
Nobuyuki Suenaga
Customer Support Group, Repair & Maintenance Center
Our System for Sharing Consumer Feedback
Nintendo receives feedback from numerous consumers via telephone, 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 relevant
departments within the company. To further broaden our involvement in sharing
consumer feedback, in September 2009, Nintendo Co., Ltd. launched the Smile-Spreading
Project and began various activities (see PP. 8 – 10).
In Japan, the Nintendo Repair & Maintenance Center handles product repairs. This Center
provides extensive repair services so that our consumers can enjoy our products for as long
as possible. From the aspect of environmental conservation, we also believe that product
repair is a vitally important service that helps reduce product waste. Our overseas
subsidiaries also have implemented their own repair systems to respond promptly to local
repair requests.
Service Sections
Customer Service Window
Nintendo Technical Support Center
Nintendo Repair & Maintenance Center
When products are sent to Nintendo for repair, we try not only to fix them, but also to
return them in even better condition, by cleaning the insides of the products. One
memorable instance involved a software repair request for a console that is no longer sold.
We informed the consumer by phone about the possible reason for the defect, and then
repaired the product. After that, we received a warm-hearted thank you card from the
consumer. I was so glad to realize anew that our products are treasured for such a long
time, and that I am engaged in a truly satisfying job.
Sharing and Handling of Information
Sharing Information About Safety and Software Quality
When we are informed of quality issues, we immediately confirm the facts and then
quickly distribute accurate information to consumers. We provide necessary information
about product safety and information about defects or bugs on the Nintendo website as
well as at retail locations.
Development
General Affairs
Manufacturing
Corporate
Communications
Analysis/
Deliberation
Marketing
Countermeasure
Discussion of Vital Issues
CS Meeting*
(Chair: President)
Health & Safety Information
For the Nintendo 3DS s ystem, we have
included a new application called Health &
Safety Information. This application displays
important safety precautions found in the
operations manual, enabling users to review
these precautions at any time on the Nintendo
3DS system, even when they do not have the
operations manual with them.
23
Incorporate into new products
Improve services
Improve quality
* Customer Satisfaction Meeting
Health & Safety Information
Overview of Fiscal Year 2010 and Future Issues
Nintendo strives to deliver safe products to all global consumers aged 5 to 95,
irrespective of their living conditions and customs. To achieve this goal, we not only
comply with each countr y’s safety regulations, we also verif y and confirm
observance of these regulations at every stage of production, including planning,
development, design and manufacture, in order to uphold the strict standards of
credibility, safety and environmental standards that Nintendo has established based
on our many years of experience. Furthermore, we always try to ensure that our
products, which are new and innovative, are sufficiently safe from the consumer’s
perspective. We recognize that, in today’s world, achieving our safety goals requires
great skill from both Nintendo and our business partners, and we continue to work
together consistently to improve our techniques.
Satoshi Nishiumi
General Manager
Product Evaluation & Engineering Department
Uji Plant, Nintendo Co., Ltd.
24
Working With Our Business Partners
We build good relationships with our production, development and sales partners,
and work hard to build partnerships that provide better products for consumers.
Working With Our Production Partners
Nintendo employs a fabless production model, meaning that we do not
own the facilities that manufacture our products. We work with production
partners*1 around the world to improve the quality, safety and efficiency of
the entire production process.
By sharing our ideas and best practices with our production partners, we
strengthen our working relationships with them as we aim to bring smiles to
the faces of the consumers who ultimately use our products. We encourage
our production partners to improve their technical strengths and maintain
healthy corporate cultures within their organizations, which in turn helps us to
achieve our CSR goals.
*1
Production Partners
The manufacturing factories to which Nintendo
out sources assembly and the suppliers of
component parts and materials.
CSR Procurement Guidelines
With emphasis on building trust and achieving mutual understanding, Nintendo Co., Ltd.
works closely with our production partners to implement and refine good business
practices in their procurement processes. Additionally, in April 2011, we revised the
Nintendo CSR Procurement Guidelines, originally issued in July 2008, to provide a more
specific guide for our production partners regarding the adoption of socially responsible
procurement practices. The Nintendo CSR Procurement Guidelines are distributed to each of
the nearly 300 production partners with whom we work closely to facilitate and encourage
compliance in every phase of production.
Production Partner Inspections
One of the important ways in which Nintendo Co., Ltd. works with production partners to
ensure CSR compliance is to ask them periodically to submit the Business Partner Status
Survey, a report that affords us an overview of their current situation. In addition, we
conduct on-site inspections to help our partners reach and maintain the standards
stipulated in the Nintendo CSR Procurement Guidelines. In fiscal year 2010, we carried out
on-site inspections at 13 major production partners (including 5 new partners) and worked
with them to initiate any improvements deemed necessary. While the main purpose of
these inspections is to give us a first-hand look at on-site conditions, they also give us an
opportunity to communicate the Nintendo CSR procurement concept to our production
partners. We will continue to carry out such inspections while promoting the fulfillment of
our objectives.
Procedure for
On-Site Inspections
• Inter view administrators and
supervisors
• Inspect records of overtime work,
holidays and employment agreements
• Confirm the process and inspect
the site by touring the facility
• Hold discussions and debriefings
with facility management regarding
o bs e r v ati o ns a n d p ro du c ti o n
operations
• Check worker morale and satisfaction
On-Site Inspection Example
On-Site Inspection Flow
Nintendo CSR Procurement Guidelines
On-site inspection example
Conduct on-site inspection
1. Pr o m ote comp liance an d
respect for human rights
• Check operational status of both internal and working guidelines
• Check labor unions and worker representation
• Check child labor protection guidelines and operational status
• Check wage structure
•Check whether probation period rules for new workers are being followed
Confirm actual on-site conditions pursuant to
Nintendo CSR Procurement Guidelines
2. Ensure occupational health
and safety
• Check whether required certified personnel are present
• Check records of facility patrols by certified personnel
• Check status of employee medical checkups
• Confirm facility conditions
3. Practice of corporate ethics
and fair trade
• Confirm implementation of audits for internal controls
4. Environmental conservation
• Confirm implementation of environmental management system
5. Product safety assurances
and quality guarantees
• Confirm implementation of quality management system
6. Thoroughness of information
management
•Confirm implementation of document management policies and controls
•Confirm implementation of rules concerning use of computers
7. P o l i c i e s a n d c o n t r o l s f o r
emergency response planning
• Confirm presence of adequate fire extinguishers and
that fire drills are being carried out
• Evaluate country risk
8. Contributions to society
• Review status of company’ s community support activities
Provide feedback
Provide production partner with summary of
results and reguired improvements
Follow-up
Conduct follow-up survey to track improvement
progress
Production Partner’s Comments
Communication at Production Level
Enhances CSR Activities
Past Record of On-Site Inspections
FY2007
8 companies (8 companies)
FY2008
7 companies (5 companies)
FY2009
14 companies (7 companies)
Wen Yingchung
FY2010
13 companies (5 companies)
Vice President, Factory General Manager
CNP Department, CCPBG Division
HONGFUJIN PRECISION ELECTRONS (YANTAI) CO., LTD.
We set up a special division to promote CSR awareness among the workers, and
now the entire company is working hard to enhance our CSR activities. We are
currently focusing on educating the workers about quality and refining work
procedures. In addition, we are also working to build a pleasant working environment
by enriching our benefit programs, such as by rewarding long-term workers, and by
working to improve the convenience of commuting. Not only does Nintendo
conduct written sur veys, it also tries to understand our actual situation by
communicating with workers to get a feel for the atmosphere at the production level.
We believe that a strong cooperative relationship has been created between us and
Nintendo. We would like to continue promoting our CSR activities with Nintendo.
* The parenthetic numbers refer to companies
that were newly inspected.
25
26
Working With Our Development Partners
Nintendo develops game systems and software, both independently and in
collaboration with a wide range of development partners. The key essentials
in designing attractive products with our development partners are sharing
values regarding collaborative product development, mutual respect for the
roles and abilities of those involved, and a strong sense of appreciation for the
contribution of each individual in the process.
Cooperation With On-Site Sales Promotion
Development Partner’s Comments
Conveying the Fascination of 3D Images
Safely and Without Glasses
Akira Imai
Department General Manager, Display Device Development Group
Module Technology Development Department
Advanced Technology Development Center
Sharp Corporation
It is almost 10 years since we first introduced our 3D screen to Nintendo. Since
then, we have developed several prototypes together, and finally succeeded in
completing the product for the Nintendo 3DS. We have gone through various trials
and errors during the joint development, but we have always shared the two
important points: “without glasses” and “safety.”
The joy of 3D can be achieved only when software and hardware are harmonized.
We believe Nintendo is the best partner to make people around the world
fascinated by the new 3D images. We are committed to evolving 3D screens without
veering away from the two key points.
Nintendo Co., Ltd.’s sales staff supports individual retailers by providing promotional tools
and product display concepts. Since the February 2011 launch of the Nintendo 3DS system,
we have worked with retailers to provide three types of in-store fixtures where consumers
can experience the 3D images on the Nintendo 3DS system, so they can fully understand
and appreciate its appeal.
Consumers can enjoy the Nintendo 3DS on in-store demo units, which we provided in
about 50 retail stores. The Nintendo 3DS product demo & display shelves, installed at about
300 retail stores, enable consumers to enjoy playing the Nintendo 3DS and to receive
information on such topics as the latest Nintendo 3DS software.
Furthermore, we have began replacing the Nintendo DS station, which was available in
more than 1,000 retail stores, with a new fixture, called Nintendo 3DS Station, in about 1,500
retail stores*1. The Nintendo 3DS Station enables consumers to enjoy many kinds of content
Nintendo 3DS in-store demo unit & display wall
Nintendo 3DS Station (content delivery system)
not only for the Nintendo 3DS but also for the Nintendo DS. Consumers can watch TV
commercials and trailers on the latest software, and can use various network services.
Nintendo of Canada Ltd.
Actively Supporting Retail Store Staff to Provide Even Better Service
In fiscal year 2009, to help explain products to both retail store staff and consumers,
certain Nintendo of Canada staff members worked as assistants alongside retail store staff
during the Christmas holidays. This initiative prompted favorable reviews from both
consumers and store staff.
Working With Our Sales Partners
To expand our consumer base, we must cooperate with our sales partners in
effectively conveying the appeal of our products to consumers around the
world. Nintendo continues to build relationships based on trust and
encourages open communication with its sales partners.
Nintendo 3DS product demo & display shelves
*1 For more information about the Nintendo 3DS
network services, visit Nintendo Co., Ltd.’s website.
New Product Information Sessions
For newly released products, Nintendo Co., Ltd. regularly holds new product information
sessions during which our sales staff directly explains the products’ special features to our
sales partners. During such sessions, our sales partners gain knowledge and experience by
playing with each product, which helps them to understand its appeal and aids them in
selling the products with confidence. These information sessions also have become an
important way for us to gather information about consumer reaction and feedback from
the retail store staff. Many sales partners attended these sessions in fiscal year 2010, and it
has proven to be a valuable opportunity for a candid exchange of opinions.
Our overseas subsidiaries also are creating opportunities to share the appeal of new
products with their respective sales partners. For example, to help sales partners better
understand the appeal of Nintendo products, Nintendo Australia has created a space at its
headquarters where partners can come freely to try new products at any time.
Overview of Fiscal Year 2010 and Future Issues
A new product information session
27
We want all kinds of users, regardless of age, gender or gaming experience, to
enjoy our products. In order to accomplish this goal, it is important to clearly
communicate the features of our products to consumers so that they can feel their
charm. Our sales partners understand this aim well, and they have helped us in
many ways, including the construction of demonstration spaces.
The appeal of the Nintendo 3DS can be best understood by consumers when
they actually see the device. Therefore, it becomes more important to build a
demonstration that enables the consumer to interact with the product. In order to
provide consumers with surprise and fun, and to deliver smiles to as many
consumers as possible, we look forward to continued cooperation with our sales
partners.
Hiroyuki Fukuda
Manager, Group No.1
Sales & Marketing Department No.1
Marketing Division, Nintendo Co., Ltd.
28
Maximizing Our Employees’ Strengths
Nintendo is committed to creating and maintaining a working environment where all employees can apply
and expand their strengths to realize their full potential and benefit the company as a whole.
Benefiting the Company as a Whole
We recognize that the strengths and talents of each employee underlie
Nintendo’s competitive edge. We strongly believe that promoting the
development of each employee to his or her fullest potential is the best way
to increase the long-term collective strength of the company and is the best
path to individual job satisfaction.
Nintendo’s Ideals for Employees
In the entertainment business there is a constant demand for fresh ideas. To continue
introducing products that make people happy, Nintendo strives to foster in its employees
the ideals of intellectual curiosity, originality and flexibility, open communication,
consideration of others and a strong spirit of service. Accordingly, at Nintendo Co., Ltd., we
have distributed the Nintendo Code of Conduct, to which all employees should conform.
These guidelines comprise the Nintendo Standards of Behavior and Nintendo DNA — the
spirit and strength of our prized heritage. Our overseas subsidiaries have also implemented
their own codes of conduct, adapted to the laws and regulations of their respective
countries.
Human Resource Development
Nintendo understands the importance of cultivating its human resources to assist each
employee in achieving Nintendo’s Ideals. For example, in addition to orientation training for
all new employees, active on-the-job training in each department and a full range of
in-house development programs, Nintendo Co., Ltd. provides opportunities for employees
to attend external seminars for career growth. Periodically, the company also provides
opportunities for employees to review their competencies and create development plans
to help polish their job skills while focusing on their professional career growth.
One unique aspect of the Nintendo Co., Ltd. in-house development program is that it
provides many opportunities for employees to exchange opinions candidly with others
outside of their departments. Through such exchanges we hope our employees will make
new discoveries that broaden their perspectives, learn new ways to communicate with
others and improve their facilitation*1 skills.
Likewise, our overseas subsidiaries also provide appropriate development opportunities
for employees. For example, employees with many different native languages work
together at our Europ ean subsidiaries. To optimally supp or t smooth internal
communications, these subsidiaries offer their employees assistance, if needed, for instance
in English language instruction as English is the common business language.
29
Nintendo of Europe GmbH
Improving Our Understanding of the Code of Conduct Through E-Learning
Nintendo Ideals
for Employees
Open Communication
Gain the understanding and empathy
of those around you, and contribute
your strengths to the team.
Consideration for
Viewpoints of Others
In October 2010, Nintendo of Europe created an electronic, intranet tool for employees
to refresh and test their knowledge about the Code of Conduct. Previously, instruction on
the Code of Conduct was provided through training seminars to all permanent staff at each
of the Nintendo offices in Europe. Delivery of these seminars was extremely challenging
due to the large number of employees requiring instruction, as well as difficulty timing
the seminars so that most employees could attend. Therefore, a multi-language Code of
Conduct e-learning course was developed, by which employees could review their
understanding of the Code of Conduct. This had the advantage that employees could work
their way through the course at their own pace and at their convenience. The course
required employees’ active participation for successful completion. Employee feedback to
the course has been overwhelmingly positive, and Nintendo of Europe plans to develop
similar e-learning programs for its employees in the future.
Learning about the Code of Conduct via the intranet
Avoid self-centered ways of thinking
and be conscious of the viewpoints of
others.
Spirit of Service
Ta ke p r i d e in h e lp in g ot h e r s an d
bringing happiness to them.
Intellectual Curiosity
B e o p e n to n e w in fo r m at i o n a n d
experiences, especially in the face of
progress and dramatic change.
Originality and Flexibility
Do not rely on past successes and
ideas, but formulate new, innovative
proposals.
*1 Facilitation
The process of supporting meeting participants
by p ro m otin g th e e xchan g e o f i d eas an d
information, and by summarizing the
participants’ points of view so that participants
can perform creative and intellectual activities
effectively and smoothly as a group.
Evaluation System for Personal Development
Nintendo Co., Ltd. uses biannual evaluations to provide employees with opportunities to
work on their personal career development plans. Employees are given a proprietary set of
evaluation competencies that derive from the Nintendo Ideals to help them craft their own
personal development plans. Before employees are evaluated by their managers, they are
given the opportunity to conduct self-evaluations of their professional behavior and
accomplishments. Comparing this self-evaluation with their managers’ feedback provides
employees an opportunity to discuss any discrepancies in perception and outline new
goals for personal development.
The biannual evaluations also afford employees the opportunity to make proposals to
the company. This process encourages employees to show initiative and increases their
ability to contribute to the company. We also use this process to actively solicit the opinions
of our employees as part of an ongoing policy improvement process.
30
Promoting a Diverse Work Environment
Trends in the Number of Employees (consolidated)
Equal Opportunity and Respect for Diversity
(Number)
Nintendo recognizes the importance of employing individuals with a wide array of
abilities in augmenting the collective strength of the company. We respect, and aim to
make full use of, the multifaceted talents and strengths of each employee. In addition, our
employee assessments are based on merit, which is in line with strict laws governing the
fair treatment of employees, regardless of gender, age, nationality or disability.
2006
3,768
2008
4,130
2009
*1
100 Best Workplaces
A ranking of the best workplaces, selected by
t h e G reat Pl a ce to Wo r k ® I ns t i t u te u n d e r
common global standards.
*2
Kurumin Mark
This is a symbol granted by Japan’s Ministry of
Health, Labor and Welfare to enterprises and
organizations that ac tively suppor t raising
children in accordance with the Japanese Act for
Measures to Support the Development of the
Next Generation.
Nintendo strives to provide an environment that enables employees to fully exercise their
talents while maintaining a healthy work-life balance. For example, Nintendo of Europe and
Nintendo Benelux held “Bring Your Child to Work” days to promote communication
between employees and their families. In fiscal year 2010, Nintendo of Canada was once
again selected by the Great Place to Work® Institute as one of the 100 Best Workplaces*1 in
3,373
2007
Balancing Work and Family
Canada. They were also selected for this list in fiscal year 2009.
4,425
266
2010
Respect for Human Rights
(FY)
• We respect the rights of all people. We are also committed to ensuring a proper
understanding of human rights issues.
• We do not discriminate or incite discrimination, through our words or actions, on the
basis of such factors as race, ethnicity, nationality, ideas, religion, beliefs, origin,
social standing or status, profession, gender, age or disability.
• We do not condone sexual harassment or any other form of harassment, including
ostracism and verbal abuse.
• We appreciate the different cultures and practices of the countries in which we
operate, and we do not act in any way that would be deemed discriminatory or
inappropriate in those contexts.
1,925
Although many Japanese companies set the retirement age at 60, Nintendo Co., Ltd.
strives to guarantee secure employment until the age of 65. To help employees with their
retirement planning, the company periodically invites expert instructors for life-planning
sessions.
Laws and customs differ from country to country, so our overseas subsidiaries do not
implement a mandatory retirement age.
Preventing Harassment
Nintendo Co., Ltd. clearly prohibits sexual harassment and other acts of harassment in its
Code of Conduct, which is distributed to every employee, and in its Compliance Manual.
These documents contain concrete examples of instances of harassment and precautions
for every workplace. We take complaints regarding harassment seriously, and respond
promptly and appropriately. The overseas subsidiaries also explicitly prohibit acts of
harassment in their versions of the Code of Conduct.
916
4,712
Actively Supporting Childcare
Japan
Europe
North America
Asia / Oceania
Ratio of Male & Female Employees for FY2010
Female
Male
* Composition ratio of
33%
67%
From Nintendo Co., Ltd.’ s Code of Conduct
Secure Employment of Older Employees
1,605
male and female
employe es hire d by
Nintendo Co., Ltd.
and its main overseas
subsidiaries at the
end of March 2011.
Employee Status (Nintendo Co., Ltd. only)
FY
2008
Overall
Average
years of
Male
continuous
employment
Female
Turnover rate
Percentage of female
managerial staff
12.7
FY
2009
12.6
We are currently working to raise employee awareness of the company’s childcare leave policy
and to create a workplace environment that facilitates childcare leave.
How Our System Goes Beyond the Law and
Supports Employees’ Work-Life Balance (Nintendo Co., Ltd. only)
Childcare leave
Reemployment system
Up to two years after childbirth
Reemployment of individuals who previously had
chosen to resign from their positions for the
purpose of providing extended child or family care
FY
2010
12.4
12.9
12.7
12.6
11.7
12.1
11.9
2.05% 0.84% 1.37%
4.35% 4.76% 4.00%
Percentage of employees
2.08% 2.01% 2.13%
with disabilities*
* Legal requirement: 1.8%
To help our employees balance work and childcare, Nintendo Co., Ltd. has developed a
system to support employees with childcare issues, as well as employees with a wide range of
other working conditions, including employees who do not raise children. In recognition of
these efforts, Nintendo Co., Ltd. was certified to display the Kurumin Mark*2 in fiscal year 2010.
Family and medical care leave
Up to six months per dependent
Refresh leave system
Offers special holidays to employees who have
worked for a certain number of years
Reduced work hours/childcare option
Work-hour reduction of up to two hours per day
until the employee’ s children finish the third
grade in elementary school (approximately age
nine)
Reduced work hours/family care option
Work-hour reduction of up to two hours per day
for a limit of six months per dependent
Annual paid holiday extension system
Gives employees the option to extend their periods
of accumulated paid holidays for certain purposes
Half-day paid vacation program
Usage Status (Nintendo Co., Ltd. only)
Number of employees
taking maternity leave
N u m b e r o f Male
employees
taking child
Female
care leave
Number of employees taking
family and medical care leave
Rate of paid vacation
taken
FY
2008
FY
2009
FY
2010
19
23
11
1
2
1
30
37
26
0
1
0
69.6% 68.9% 69.6%
Employees can take half-day paid vacations, with
no limitations on the numbers of days or other
conditions
Nintendo of Europe GmbH, UK Branch
Childcare Vouchers
A big issue for working parents is finding reliable and relatively inexpensive day care for
their children. In the UK, there is a program supported by the government through which
employers can provide employees with a portion of their salary in the form of a “childcare
voucher” (for example, to use for childcare facilities). Because this voucher is tax-exempt,
employees do not have to pay tax on this portion of their salaries. Nintendo of Europe’s UK
branch has participated in this program since fiscal year 2008. By taking advantage of this
program, employees are able to find good day care facilities for their children, and they
can concentrate on their work.
31
32
Creating a Safe and Healthy Workplace
Because physical and mental well-being is essential to employee work
satisfaction and skill development, Nintendo has implemented measures
aimed at promoting employee well-being.
Ensuring Health and Safety in the Workplace
At Nintendo Co., Ltd., representatives of the Health Committee, who serve at our
headquarters and branch offices, and representatives of our Health and Safety Committee,
who serve at our plants, actively engage in efforts to promote health and safety. In addition
to routine inspection tours, the committee members set goals for improving medical
checkup results and increase employee awareness through the creation of health and
safety posters. Committee members also work to raise company awareness through
various means such as attending workshops on lifesaving and disaster-prevention training.
Nintendo of America Inc.
Promoting Employees’ Health and Safety Awareness
Nintendo of America ran a six-week Healthy Challenge campaign starting in
July 2010 to raise health awareness among its employees. Employees formed
four-person teams and competed to see which team could complete the most
exercise and other healthy activities during this period. This campaign helped
employees have fun and improve their health while learning healthy habits. As a
safety initiative, Nintendo of America has broadened the learning of healthy
habits by offering First Aid and CPR classes, using a new online training service,
through its employee safety intranet site, allowing all employees the opportunity
to learn these valuable lifesaving skills. The company remains committed to
raising its employees’ awareness of health and safety.
Members of the winning team of the Healthy Challenge campaign
The Importance of the Health Committee
Nintendo of Europe GmbH (Germany)
J.P. Morgan Chase Corporate Challenge Run
Nintendo Co., Ltd.
Hirotaka Uemura
Network Operation Group, Network Business Department
Through active discussions of the Health Committee, lectures on health from an
occupational health physician and emergency drills at a disaster-prevention center, I
realized that our company is seriously working on “building a safe and healthy working
environment.” In particular, at the disaster-prevention center, we learned how to use
disaster-prevention tools which cannot be used properly without experience, as well as
lifesaving techniques (cardiac massage is more effective than artificial respiration, etc.) . It
was a great experience for me.
On June 9, 2010, 270 members of Nintendo of Europe participated in a
world-famous corporate run. This run is held to raise money for charity. Nintendo
of Europe has taken part in this event ever y year since 2005, not only to
contribute to society, but also to enhance employee health consciousness. Also,
because employees from several departments participate in this event, it is a
good chance to strengthen communication and build bonds between the
employees.
Employees who participated in the run
Physical and Mental Well-Being
Nintendo Co., Ltd. supports the physical and mental health of its employees. For
example, the company supports proactive employee health maintenance plans and has
established a health consultation room. This room is staffed by an occupational health
physician, for consultations on physical and mental problems. In July 2009, the company
further strengthened its support system by ensuring that a full-time health nurse is always
available.
In addition to facilitating in-person visits with an occupational health physician for help
with mental health issues, Nintendo Co., Ltd. has introduced a system of mental health
support designed for the prevention and early detection of mental health problems. This
system supports self-care as well as training and education for managers. Each overseas
subsidiary has also developed support systems aimed at improving the well-being of its
employees. For example, Nintendo of America actively works to create opportunities for
employees to become aware of health in their daily lives by offering healthy meals in its
cafeteria, designed by the company’s Health Promotion Committee. They also provide full
support for mental and physical health.
33
Overview of Fiscal Year 2010 and Future Issues
Nintendo employees have various characteristics and abilities. In order to achieve
our CSR goal as a group, it is important that each employee reaches his or her full
potential, while we maintain an organizational culture in which employees admire
and value each other. The common understanding at Nintendo, that the most
important thing is to make our consumers smile, comes from the “Nintendo DNA”:
“the spirit of valuing originality and flexibility” and “honesty and earnestness,” and
we fully recognize that it is our responsibility to uphold these values. Also, in fiscal
year 2010, Nintendo Co., Ltd. was certified by the Health, Labor and Welfare Ministry
of Japan as a company that proactively supports childcare. We would like to
continue our efforts at building a working environment where employees can strike
a healthy work-life balance, and keep working in a healthy and lively way.
Keiko Nakamura
Manager, Human Resources Group
Personnel Department
Nintendo Co., Ltd.
34
Bringing Smiles to Future Generations
Nintendo believes that leaving a better environment to the next generation is one of its most important
responsibilities and is therefore taking positive steps to protect the global environment.
Eco-Friendly Products
Nintendo has established internal standards for designing eco-friendly
products that respect the global environment, from the initial product
planning stage all the way through to product end-of-life disposal. We work
constantly to improve our product development processes and include ways
to decrease our environmental impact, including incorporating designs that
improve energy efficiency to reduce CO 2 emissions, selecting component
materials with a lower environmental load from the viewpoint of appropriate
chemical substance control and selecting packaging materials that can be
more easily recycled to conserve resources.
Our Approach to Chemical Substance Control
Nintendo applies strict internal controls to its use of chemical substances. These
standards incorporate the precautionary principle*1, with the goal of preventing adverse
health effects and reducing our environmental impact. Pursuant to Nintendo standards,
Environment-Related Substances are subject to various restrictions, depending on their
classifications as: Banned Substances, Substances Subject to Early Withdrawal or
Substances Under Application Control. We are also working toward compliance with the
REACH Regulation*2.
Green Procurement *3
*1
Precautionary Principle
Proactively avoiding or minimizing the use of
chemical substances that could pose a health or
environmental risk, even if causation has not
been scientifically proven.
*2
REACH Regulation
A regulatory framework in the European Union (EU)
that deals with the Registration, Evaluation,
Authorisation and Restriction of Chemicals. REACH
requires the registration and management of
chemicals in the EU in accordance with their use.
Nintendo periodically checks the use of chemical
substances by its production partners to verify
whether any parts contain Substances of Very High
Concern (SVHC); if so, Nintendo is obligated to report
the fact. None of Nintendo’s products contain
substances that require REACH registration.
Environment-Related Substances（Revised August 2010)
Substances Subject to Early Withdrawal
Substances under Application Control
Restric ted-use substances currently subjec t to
enacted legislation or substances that Nintendo
deems inappropriate for use.
Substances expected to be classified as Banned
Substances due to the enactment of future
legislation. As part of our risk management and
environmental protection ef forts, Nintendo
plans to switch over to alternative substances
and remove such substances from our products
as soon as possible.
Substances that, with prolonged exposure, pose a
potential health risk, and in Nintendo’ s view,
require continual monitoring of their content
levels.
Cadmium and Cadmium Compounds, Hexavalent Chromium
Compounds, Lead and Lead Compounds, Mercury and Mercury
Compounds, Tributyl Tin Oxide (TBTO), Tributyl Tins (TBTs) and
Triphenyl Tins ( TPTs), Dibut yltins (DBTs), Dioc t yltins (DOTs),
Polybrominated Biphenyls (PBBs), Polybrominated Diphenyl Ethers
(PBDEs), Polychlorinated Biphenyls (PCBs), Polychloronaphthalenes
(PCNs), Shor t Chain Chlorinated Paraf fins (SCCPs), Asbestos,
A zo colorant s and A zo dyes, O zone - D epleting Subs tances,
Radioac tive Subs tances, Phthalate E s ters (six subs tances),
PFOS-Related Substances, Benzene, Dimethyl Fumarate
Polyvinyl Chloride (PVC), Chlorinated Compounds, Bromine
Compounds
Substances Regulated by Nintendo
Natural Rubber (may cause allergic reactions)
WEB
35
Green Procurement
Prioritizing the selection and procurement of
p r o d u c t s a n d co m p o n e n t p a r t s t h a t a r e
environmentally friendly and free from harmful
substances.
*4
Production Partners
The manufacturing factories to which Nintendo
outsources product assembly and the suppliers
of component parts and materials.
Green Supplier and Green Part Certification
We certify Green Suppliers and Green Parts on-site at the suppliers’ production facilities.
Each Green Part is certified separately by category. As of the end of March 2011, Nintendo
has certified a total of 641 Green Suppliers and 13,949 Green Parts. Nintendo Co., Ltd.
requires its production partners to perform their own analyses of the chemicals contained
in the parts they deliver to Nintendo, especially for certain substances of particular concern,
such as phthalate esters, which are categorized as Banned Substances. We also issue
manufacturing process guidelines to our production partners, which specify methods for
controlling the use of such substances, because there is always a risk of contamination
during the manufacturing process, even if these substances are not used in the raw
materials.
Green Procurement Project
Banned Substances
Substances Subject to Legal Regulation
With respect to product safety and environmental protection, Nintendo Co., Ltd.
maintains strict control over its manufacturing processes and applies green procurement
standards to ensure that its products do not contain any toxic chemical substances. To
protect the environment, Nintendo Co., Ltd. has established its own Green Procurement
Specifications. Production partners*4 and component parts that meet our standards are
certified as Green Suppliers and Green Parts; these parts are managed in a database.
*3
Antimony and Antimony Compounds, Arsenic and Arsenic
Compounds, Beryllium and Beryllium Compounds, Bismuth
and Bismuth Compounds, Nickel and Nickel Compounds,
Selenium and Selenium Compounds, Brominated Flame
Retardant s (BFR s) (e xcluding PBBs and PBDE s), Bis
(2-methoxyethyl) phthalate, Bisphenol A, Alkylphenols (carbon
atoms: 5 to 9), 2,4-Dichlorophenol, Di(2-ethylhexyl) adipate,
B en zop h en on e, O c t a chloros t y ren e, Tr ichloro ethy len e,
Tetrachloroethylene, the REACH Candidate List of SVHC for
Authorization
Since fiscal year 2005, Nintendo Co., Ltd. has been applying the green procurement
principles. As part of this initiative, we hold monthly project meetings to discuss our
compliance with laws and regulations in various countries, and how we can strengthen our
environmental efforts going forward. To further increase environmental awareness, since
July 2008, we have regularly held seminars for those departments that relate to green
procurement. In fiscal year 2010, a total of six seminars were held, with 169 employees
participating.
Our overseas subsidiaries also promote green procurement practices. All manuals,
packaging and shipping containers for which each subsidiary is responsible, from planning
to production, must use materials that meet Nintendo Co., Ltd.’s Green Procurement
Specifications.
For more information about our efforts, visit Nintendo Co., Ltd.’ s CSR Q&A: Environmental Measures.
36
Working Toward Eliminating the Use of Specific Chemical Substances
*1
Nintendo manages chemical substances in accordance with the RoHS Directive*1. We
have also obtained GS Certification* 2 and evaluate the use of allergens and other
substances. As part of our ongoing efforts to reduce our environmental impact, we are
aggressively seeking replacement materials for polyvinyl chloride and bromide fire
retardants, which we categorize as either Substances Subject to Early Withdrawal or
Substances Under Application Control. Whenever and wherever possible, we seek
substitutes that can guarantee product safety and quality. For example, we have eliminated
all polyvinyl chloride in our plastic playing cards and internal components of our game
systems, and have incorporated halogen-free components in some of our products. Also,
our Nintendo 3DS Game Cards contain halogen-free printed circuit boards.
*2
RoHS Directive
A European Union (EU) Directive that restricts
the use of lead, mercury, cadmium, hexavalent
chromium, polybrominated biphenyls and
polybrominated diphenyl ether flame retardants
in cer tain t ypes of electrical and electronic
equipment.
GS Certification
A product safety certification mark recognized
throughout Germany which provides verification
that a product has been tested by an independent
testing authority as compliant with requirements
of the German Equipment Safety Law.
Verification Testing of Chemical Substances Contained in Products
To ensure that our products contain no Banned Substances, Nintendo Co., Ltd. has a
department that specializes in chemical analyses. Chemical substances contained in the
component parts are monitored by testing, generally at the final stage of the specification
reviews or during the mass production trials. We use in-house equipment for the majority
of these tests, but when necessary or appropriate, we also use the services of an
international third-party certification organization.
Energy-Saving Design
*3
Ecodesign Directive
The Ecodesign Directive is a European Union (EU)
framework directive that sets binding requirements
for various categories of energy-related products
that influence their environmental design and
development. Some of Nintendo’s products meet
the standby power and external power supply
requirements.
*4
Composite Materials
Materials comprised of two or more significantly
different raw materials, such as “paper + aluminum”
or “paper + plastic,” which are generally more
difficult to recycle.
Nintendo is committed to developing energy-efficient products that conserve energy.
Even after our products are launched, we work to lower their energy requirements. In
addition, we have redesigned the Wii, Nintendo DSi and Nintendo DSi XL for the European
market to satisfy the energy-consumption requirements of the Ecodesign Directive*3. Even
before the requirement came into effect, the Nintendo 3DS had already satisfied the
applicable requirements for external power supplies without having to be redesigned.
Furthermore, the Nintendo DSi, Nintendo DSi XL and Nintendo 3DS AC adapters (for 100
to 120V markets and for the European market) have achieved an energy performance level
equivalent to the external power supply requirements for Level V energy performance
stipulated by the International Efficiency Marking Protocol for External Power Supplies.
Promoting Resource Conservation, Recyclable Design
In designing its products, Nintendo avoids relying on the use of composite materials*4,
and instead favors materials that are easily separable and, hence, more recyclable. In
addition, we clearly indicate what materials are used in our products. We also are working
to reduce the use of unnecessary resources by minimizing the amount of packaging we
use wherever possible.
Post-Sales Recycling
Nintendo considers the promotion of products and packaging recycling to be one of its
most important initiatives. In the various countries in which we operate, we provide
consumers with information regarding recycling, and participate in take-back and recycling
programs.
Nintendo Co., Ltd.
Green Procurement Seminars for Our Production Partners in China
WEB Post-Sales Recycling
To learn more about our local recycling efforts,
visit Nintendo Co., Ltd.’s CSR Q&A: Environmental
Measures.
Nintendo Co., Ltd. has worked to improve the ability of all production partners
to manage chemical substances by distributing guidelines on chemical
management, as well as by conducting on-site audits. To facilitate this, in
September 2010, we held seminars on green procurement at three venues in
China. These seminars targeted 170 companies, including our production
partners and their suppliers, such as those that manufacture raw materials. We
explained Nintendo’s approach to green procurement, regulations and standards
related to Nintendo products, methods for managing chemical substances and
other information. The seminars enabled us to share Nintendo’s vision for
chemical substance management by directly communicating with our
production partners.
37
Product Take-Back Program
Nintendo of America Inc.
Robert Peltzer
Sr. Product Support Analyst, Field Service
A green procurement seminar in China
Nintendo of America provides a wide range of initiatives for promoting product
recycling. For example, it provides information on the recycling of gaming systems,
rechargeable batteries and other products on its website. It also offers a free take-back
program via an online system and a toll-free telephone number. Nintendo of America
partners with EPA (Environmental Protection Agency) R2 certified recyclers to ensure any
recycled items are handled appropriately. In calender year 2010, Nintendo of America
processed 815 tons of returned products, of which 65% was reused and 35% recycled.
38
Environmentally Conscious Business Activities
Nintendo employs the fabless production model, in which we outsource all
of our production processes, such as product manufacturing and assembly, to
domestic and overseas production partners. Nintendo’s environmental efforts
focus mainly on its business processes, and we advance our initiatives to
conserve energy and make more effective use of limited resources. We also
continually strive to track the environmental efforts in our production
partners’ production processes.
Energy-Saving Activities
Whenever a new office is designed and built for Nintendo, we always take into account
environmental considerations. These include incorporating eco-friendly air conditioning
and facility lighting. For example, Nintendo of America’s new headquarters, which was
completed in April 2010, received LEED Gold certification (see P. 14). Our European
subsidiaries have also adopted energy conservation measures, including the use of
renewable energy*1.
Reducing Water Use
Nintendo recognizes that water scarcity is a serious issue in various regions around the
world, and that water will remain a precious resource in the years to come. With this in
mind, we have taken steps to reduce our water usage, including installing water-conserving
equipment when building new offices. In addition, some of our overseas subsidiaries are
also conserving water resources by, for example, employing septic systems that reuse
stored rainwater for toilets or irrigation.
*1
Renewable Energy
Energy that comes from natural resources, such as
sunlight or wind, that is naturally renewable.
CO2 emissions
Total
(Tons-CO2)
2007
16,105
Due in part to an increase in our number of employees, Nintendo’s total CO2 emissions in
2008
17,240
fiscal year 2010 were 7% higher than the fiscal year 2009 level. In contrast, however, on a
per-employee basis our CO2 emissions tend to decrease year by year, and we will continue
our efforts to conserve energy.
2009
17,087
(FY)
Bertus de Jong
General Manager
0.96
2008
0.94
2010
The Belgium branch office of Nintendo Benelux currently gets 100% of its electricity
from renewable energy sources. We investigated how our offices could help build a
sustainable society, and since June 2009, all electricity used in our office has been obtained
from renewable energy sources, which eases the load on the environment.
(FY)
2009
(1,000m3)
83
109
2010
117
(FY)
* Excludes information for Nintendo of Europe’ s Italy branch.
information for Nintendo of Korea for fiscal years 2007
* Excludes
to 2009.
revised the water usage from Nintendo of America for fiscal
* We
years 2007 to 2009.
Nintendo believes that environmental education is a critical part of its efforts to preserve
the environment. Nintendo Co., Ltd. continually works to increase awareness within its
organization, publicizing its monthly CO 2 emissions and energy-use figures on the
corporate intranet and calling for employees’ assistance in activities to save energy.
Participating in Ride2Work Program to Encourage People to Cycle to Work
4.3
2007
2009
2008
90
Nintendo of Europe GmbH, UK Branch
Emissions per employee (Tons- CO2 per employee)
Emissions per sales unit (Tons-CO2 per 100-million-yen unit)
Nintendo Benelux B.V.
2007
18,221
2010
Per Unit of Output
Active Use of Renewable Energy
Implementing Environmental Education
Water Usage
4.2
Ride2Work is a program backed by the British government that encourages people to
cycle instead of driving to work. It provides tax incentives to offset the cost of purchasing
a bicycle. Nintendo of Europe’ s UK branch has been participating in this program since
October 2009, in the belief that this initiative contributes to both the health of its
employees and preservation of the environment.
3.9
1.19
3.9
1.80
information for Nintendo of Korea for fiscal years 2007
* Excludes
to 2009.
revised the amount of CO 2 emissions from Nintendo Co.,
* We
Ltd. for fiscal years 2008 and 2009.
Overview of Fiscal Year 2010 and Future Issues
Promoting Waste Reduction and Recycling
We recognize the importance of resources, and work hard both to minimize the
production of waste and to separate any waste products for recycling. We also strive for
effective resource utilization. At each of its offices, Nintendo Co., Ltd. has established a
system of waste processing and management, including recycling, and has appointed a
supervisor to oversee such efforts at each location.
Similar systems for waste management and recycling have also been put into place at
our overseas subsidiaries. Current efforts include conversion from paper to electronic
workflows to reduce paper consumption.
39
Amount of Waste
2007
2008
2009
2010
5,147
(Tons)
7,227
6,751
6,178
(FY)
* Excludes information for Nintendo of Europe’ s Italy branch.
revised the amount of waste from Nintendo of America
* We
and Nintendo Ibérica for fiscal years 2007 to 2009.
Nintendo is striving to develop products that surprise people in a positive way all
over the world and to put smiles on their faces. With this aim in mind, we are
working on making people smile from an environmental perspective as well. For
example, we made the Nintendo 3DS Game Card case 3mm thinner, and we created
many holes in it to reduce the amount of plastic used to produce it. In addition, for
the nintendogs + cats Game Card case, we adopted a design that enables consumers
to see the faces of the puppies and the kittens through the holes so that simply
opening the case will make them smile. We will continue developing products in a
Nintendo way, aiming to link our environmental consideration with consumers’
smiles.
Kenichi Sugino
Manager, Design Group
Research & Engineering Department
Nintendo Co., Ltd.
40
Bringing Smiles to the Community
Nintendo continually seeks ways to serve
and contribute to the community in a Nintendo way.
Nintendo’s Unique Contributions
Maintaining a wholesome society is an integral part of Nintendo’s business.
As a corporate citizen, we endeavor to contribute to society, by considering
the kinds of contributions we can best offer.
Cooperation With a Program to Enhance Intergenerational Communication
Nintendo Ibérica, S.A. (Spain, Portugal)
Nintendo Ibérica’s Spain and Portugal offices have cooperated with a program that
fosters communication between elderly people and children. The Spain office collaborated
with Ballesol, a company that operates senior centers, to support an event that enabled the
elderly to team up with children and enjoy Wii Sports Resort and Wii Party. The Portugal
office supported a program run by Odivelas City Hall, which seeks to enrich the lives of
elderly people by using new technologies. A Wii tournament was held for the seniors, who
teamed up with children and played Wii Fit Plus together. The seniors and the children were
able to close the generation gap by playing Wii Fit Plus.
Nintendo Ibérica is also suppor ting various other events that aim to promote
intergenerational communication.
Nintendo Game Seminar (internship program)
Nintendo Co., Ltd.
At Nintendo Co., Ltd., we wish to maintain and promote Japan’s truly world-class game
culture, and contribute to the game industry. Since 2003, we have been holding the
Nintendo Game Seminar, an internship program that gives participants the opportunity to
learn about game creation free of charge*1.
For 10 months, Nintendo developers, who are currently active at the forefront of game
development, lecture and convey to participants the professional know-how necessary for
game development. In fiscal year 2010, 35 students participated in the Seminar, bringing
the total number of participants to 269 since the Seminar’s inception. Many of these
students go on to make creative contributions in a variety of industries.
A senior citizen trying Wii Fit Plus for the first time (Portugal)
Classroom scene from the Seminar
*1 The Seminar will not be held in fiscal year 2011.
Offering a Great Time
to Senior Center Residents
Nintendo France S.A.R.L.
Jean Michel Viaud
Sales Director, Sales Department
Assistance to the Victims
of the Great East Japan Earthquake
We express our sincere sympathy to the people suffering from the Great
East Japan Earthquake, and we wish them the earliest possible recovery.
In order to assist in the revitalization of the devastated areas, Nintendo
Co., Ltd. sent a donation as well as donations from individual employees.
As an entertainment company, we will continue our efforts to make
people smile, create opportunities for human connections and help make
our world a happier place.
41
Nintendo France has supported the use of the Wii consoles by the elderly at nearly a
dozen senior centers over the past few years. In doing so, we managed to put smiles on
the faces of senior citizens who discovered that they could have a great deal of fun
playing the very same games their grandchildren enjoy. It is very rewarding to see how
the products we promote actually can bridge the generation gap, bringing smiles to
people of all ages.
42
Support for Starlight Children’s Foundation
Nintendo of America Inc.
Nintendo Australia Pty. Ltd.
*1
Fun Center
A mobile entertainment device combining a
flat-screen TV, a video game system and a DVD
player that can b e f re ely move d around a
hospital.
Nintendo of Europe GmbH, UK Branch
Nintendo of America, Nintendo Australia and Nintendo of Europe’s UK branch have been
working with the Starlight Children’s Foundation, a nonprofit organization that provides
support to seriously ill children undergoing treatment and their families.
Nintendo of America supports these activities by creating and updating the Fun Center*1
program, which gives children the opportunity to play their favorite Nintendo games from
their hospital beds via a Fun Center. Throughout the course of this partnership, more than
7,000 Fun Centers have been placed in hospitals across North America. In addition to
inviting children and their families to its headquarters, Nintendo Australia is working to
install new Fun Centers equipped with the Nintendo DS. Meanwhile, Nintendo of Europe’s
UK branch is likewise involved in placing as many Fun Centers in children’s treatment
centers as possible. It is estimated that as many as 500,000 children are currently using a
Fun Center in the UK. Nintendo employees take pride in supporting this foundation, which
brings smiles to many children.
Nintendo of Canada has consistently supported the United Way, an organization that
works on improving the quality of life for the most vulnerable in our society. In fiscal year
2010, 10 employees volunteered to visit a local senior center to help clean up the facility
and gardens. The employees spent a day working at the center, and were able to interact
with those who use the facility. Because these activities are highly valued, Nintendo of
Canada has been nominated for the Loyal Campaign Award, which is presented to the
workplace campaign team that has maximized its giving potential and demonstrated
ongoing commitment to United Way’s work in the community.
Helping out in the garden of a senior center
Nintendo of Europe GmbH (Germany)
Spending time with the children at the Australian headquarters
Nintendo of Europe GmbH, Italy Branch
Nintendo of Europe’s Italy branch supported an enlightenment campaign held by AESVI the Italian software publisher association. This campaign focused on helping parents and
educators because consumer research revealed that most parents and educators did not
know much about gaming systems. This campaign targeted children age 8 to 12, their
parents and their teachers. Through practical training to learn in how to use video games,
which are gradually being adopted into everyday life, the participants could learn not only
about video games, but about parental controls and PEGI (European rating system).
Since fiscal year 2009, Nintendo of Europe has been participating in the annual Girls’ Day
event, which is aimed at giving girls firsthand impressions of the working world by
e ducating them ab out professions in which women have tr aditionally b e en
underrepresented, in order to make these professions more appealing to females who will
one day enter the workforce. Nintendo of Europe organized an office tour of the European
headquarters for girls in their early teens. The girls eagerly listened to presentations by
employees describing their jobs; it was great that Nintendo of Europe could contribute to
the better understanding of potential career opportunities.
Doing an employee-guided experiment
Economic Support to Sports and Artistic Activities
Nintendo of Europe GmbH (Germany)
Using Wii and Nintendo DS as Education Tools
Nintendo of Europe GmbH (Germany)
43
Nintendo of Canada Ltd.
Conducting an Office Tour
Supporting an Educational Parental Controls Activity
Nintendo of Europe is supporting two projects concerned with school education: kik AG
and cool:MINT.
kik AG is an organization that promotes the use of the latest digital devices for
educational purposes, and this organization operates an online platform for lending digital
devices to teachers, along with an explanation about how such devices can be used in
classes. Through this program, teachers are able to use the Wii and the Nintendo DS for
math, English or P.E. classes. Classes using the Wii and the Nintendo DS are well received by
children, and these devices are helping motivate them to learn.
Nintendo of Europe is an official partner of the Association of German Philologists’
cool:MINT competition. This competition encourages teachers and their classes to submit
innovative teaching methods and concepts for the so-called MINT subjects (math,
information science, natural science and technology).
Volunteering at a Local Senior Center
The cool:MINT logo
Nintendo of Europe organizes the charity initiative called “Spielend Familien-Talente
fördern,” which pursues the hidden musical or athletic talents of individuals whose families
lack the necessary funds to develop those talents. Nintendo of Europe cooperated with
famous athletes and made monetary donations based on the athletes’ performances.
Additionally, during the Christmas season, special events for children were held in which
they could collect “star” ornaments by playing demo units. At the end of the events, the
events team asked the children to help decorate Christmas trees and, based on the total
number of ornaments they had collected, Nintendo of Europe made donations to certain
organizations that support sports and artistic activities. Nintendo of Europe wants to bring
smiles to as many people as possible.
The events team with the decorated Christmas trees
44
Reliable and Trustworthy Business Practices
To gain and secure the trust of our stakeholders, we exercise fair and sound judgment when running our
business, and emphasize corporate compliance and risk management.
Corporate Governance
Corporate Governance Structure
General Meeting of Shareholders
At Nintendo, we strive to maximize long-term corporate value while
carefully considering the benefits for everyone we touch. We are working to
achieve a highly transparent and sound system of corporate governance; we
also educate our employees about good corporate ethics.
Election/Dismissal
Election/Dismissal
Board of Directors
Board of Auditors
Auditing
Appointment/
Dismissal and supervision
Coordination
President
Office of Auditors
Accounting Auditor
Nintendo’s unique business is based on the software-driven integration of hardware and
software. We believe that the optimal managerial structure allows our Directors, individuals
familiar with our unique business, to execute their own business operations as Directors,
make decisions on company-wide business operations and oversee other Directors’
execution of business operations as experienced members of the Board of Directors. To
strengthen shareholder supervision of Directors and respond in a timely way to changes in
the managerial environment, Directors are elected for a term of one year.
In addition to the Board of Directors, the Executive Management Committee, which
consists of Representative Directors from the Board of Directors, drives prompt and efficient
decision-making.
Audits
Nintendo Co., Ltd. has five Auditors, including three Outside Auditors (as of the end of
March 2011) who are Independent Officers with no interests in Nintendo. In addition to
attending meetings of the Board of Directors and other important meetings, Auditors meet
regularly with the President and hold monthly meetings of the Board of Auditors to
exchange views on auditing. Auditors strive to make audits more efficient and effective by
holding discussions with the Internal Auditing Department, which is under the direct
supervision of the President.
The Accounting Auditor conducts audits efficiently and effectively, sharing required
information and exchanging views based on close coordination with the Auditors and the
Internal Auditing Department.
The Internal Auditing Department conducts internal audits of business operations from
the perspectives of efficiency, efficacy and legal compliance, maintaining a fair and
unbiased position independent from operational departments.
Strengthening Internal Controls
To maintain and improve Nintendo’s sound management structure and ensure
appropriate business operations, we established the Internal Control System Committee,
chaired by the President, which continues its efforts to strengthen the system of internal
controls for the entire Nintendo Group. The main companies in the Nintendo Group have
internal audit divisions that conduct internal audits of the group as a whole, in conjunction
with the Internal Auditing Department of Nintendo Co., Ltd. The Nintendo Group internal
auditing process involves not only the auditing of business operations in each region, but
also the auditing of internal controls, including compliance with Japan’s Financial
Instruments and Exchange Act, and a review of risk management. The internal audit divisions
also hold global conferences as needed, promoting mutual understanding between the
internal audit divisions of each region, sharing information and building consensus.
45
Compliance Hotline
Execution and Supervision of Business Operations
Executive Management Committee
Command/Supervision
Product Safety Committee
Compliance Committee
Product Safety Assurance System
maintenance and management
Promoting compliance
Internal Control
System Committee
Coordination
Auditing
Internal Auditing Department
Promotion and enhancement
of internal control
Each Division (Departments/Offices)
Internal auditing
Subsidiaries
Compliance
As a company with the goal of persistent growth and expansion, Nintendo
realizes the importance of building and maintaining trust, which requires
adherence to laws, social norms and Nintendo’s internal rules and
conventions. In other words, it requires compliance. To firmly base its business
operations on compliance, Nintendo has established and implemented
region-specific codes of conduct.
Activities of the Compliance Committee
Nintendo Co., Ltd. has established the Compliance Committee, under the supervision of
the Executive Management Committee, to develop measures and policies for facilitating
compliance.
Although no violations were found in fiscal year 2010 audits, the Compliance Committee
stays informed about current global issues and makes appropriate improvements, so as to
foster a firmly-rooted awareness of compliance.
Promoting Compliance in the Group
To enhance and promote compliance throughout the Nintendo Group, we set up the
Global Compliance Committee (GCC), comprising executive management and core
personnel responsible for legal affairs and compliance from Nintendo Co., Ltd. and its major
overseas subsidiaries. This Committee holds the GCC Core Members Meetings for core
personnel at the major group companies twice each year, as a practical channel for sharing
and exchanging information about compliance-related issues and future tasks that affect
each of our companies.
46
gather information and make decisions on support measures for the disaster areas.
Our overseas subsidiaries have also created manuals for responding to emergencies in their
various regions. For example, Nintendo of America has defined basic actions for employees at
each of its branch offices and conducts periodic evacuation drills and other exercises.
Compliance Hotline
Nintendo Co., Ltd. has established a system, called the Compliance Hotline, for the internal
reporting of compliance-related issues. Using the Hotline, employees can report suspected
illegal actions or other misconduct directly to the President. We specify in our standards that
employees are protected from any disadvantage when they use this Hotline.
Our major overseas subsidiaries have also established similar reporting systems, adapted to
the laws and regulations of their respective regions. In the unlikely event that an employee at
one of our subsidiaries becomes aware of any misconduct of a member of their executive
management, they can also report the incident directly to the President of Nintendo Co., Ltd.
Intellectual Property Protection
Protecting and Managing Information
Nintendo Co., Ltd. has established in-house standards, including Information Management
Standards and Personal Information Management Standards, to ensure that important
information is handled appropriately. We employ physical and technological measures, including
access control, to facilitate proper management of confidential and personal information.
Internal Seminars
Nintendo Co., Ltd. focuses on compliance training. In fiscal year 2010, a total of 587
participants took part in compliance training and educational programs. Each department
is given a questionnaire requesting seminar topic suggestions; seminar planning is based
on department needs. In fiscal year 2010, we held a seminar on product safety based on a
suggestion from the Quality Assurance Department (see P. 19).
Compliance Seminar Data (FY2010)
Topic
Participants
Number
of
Attendees
Compliance
Basics
New recruits
of 2010
110
Background of
Misconduct
Compliance
Officers
51
Employees requiring
knowledge
of the antitrust law
Employees
of
Attitudes Toward departments involved
Product Safety
in product safety
Antitrust
(Case Study)
182
244
Intellectual property is the fruit of Nintendo’s research and development, and serves as the
pillar of Nintendo’s success. Recognizing the critical importance of protecting our intellectual
property, Nintendo is taking anti-counterfeiting protection measures in cooperation with
industry groups and investigative agencies in many countries. 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.
To improve the ability of consumers and other stakeholders to help us identify and pursue
counterfeit products, Nintendo added pages to the websites of Nintendo Co., Ltd. and
Nintendo of America that enable individuals to provide information on the sale and distribution
of counterfeit products. We have been able to act on this information in combating piracy by
taking actions such as sending out warning letters to infringers, removing counterfeit products
listed on Internet auction sites and filing criminal complaints.
Disclosure
To gain and secure the trust of our shareholders and investors, Nintendo Co.,
Ltd. works to ensure the fair, appropriate and timely disclosure of information.
We have also created a corporate environment that facilitates the exercise of
voting rights.
Basic Policy on Risk Management
Financial Results Briefings and Corporate Management Policy Briefings
Nintendo recognizes the importance of having systems in place to identify,
understand and evaluate the various risks surrounding the company; we take
every measure to avoid or reduce such risks. In the event of an incident or
accident, we seek for prompt resolution.
At Nintendo, we believe that it is vital not only to provide information about our business
performance, but also to make sure that our corporate management policy is well
understood. After the announcement of our financial results, Nintendo Co., Ltd. holds
Financial Results Briefings for securities analysts and institutional investors (fiscal year 2010:
3 briefings) and an annual Corporate Management Policy Briefing that all Representative
Directors attend. We strive to provide all stakeholders with prompt access to information
provided at these meetings by immediately posting reports from the meetings, including
the Q&A sessions, on our website in both Japanese and English. Video presentations by the
President are also available.
Risk Management
Nintendo’s risk management gives each division of the Nintendo Group direct
responsibility for the management of its own risks. Nintendo Co., Ltd.’s Internal Auditing
Department verifies the risk-management system of each group company and, as needed,
suggests policy changes and offers advice.
Corporate Management Policy Briefing
Smooth Management of Shareholders’ Meetings
Risk Management for Potential Emergencies
In preparation for emergencies, including natural disasters, Nintendo Co., Ltd. has created
and published the Crisis Management Manual (revised in November 2010), which defines the
fundamental actions employees should take in the event of an emergency. In addition,
Nintendo Co., Ltd. has introduced a system for confirming employee safety in the event of an
emergency. Drills to administer the system are conducted periodically. When the Great East
Japan Earthquake struck, we used this system and other means to verify employee safety,
47
The Crisis Management Manual is the size of a business
card so that employees can carry it at all times.
To provide our shareholders with even more time to exercise their voting rights, Nintendo
Co., Ltd. issues the convocation notice three weeks prior to the General Meeting of
Shareholders (one week earlier than the legal requirement) and enables shareholders to
vote via the Internet. In addition, for the benefit of our foreign investors, we have made the
notices available in English and have adopted the Electronic Voting Platform system for
institutional investors. In fiscal year 2010, we posted a summary of the Q&A session at the
General Meeting of Shareholders on our website to achieve broader disclosure.
48
A Message Regarding Nintendo’s CSR Activities
Nintendo Overview
Company Name
Nintendo Co., Ltd.
Principal Affiliated Companies
Japan
Europe
ND CUBE Co., Ltd.
Nintendo of Europe GmbH
Brownie Brown Inc.
Nintendo France S.A.R.L.
MONOLITH SOFTWARE INC.
Nintendo Ibérica, S.A.
Founded
September 1889
Project Sora Co., Ltd.
Nintendo Benelux B.V.
Mario Club Co., Ltd.
Other areas
Incorporated
November 1947
The Pokémon Company
Nintendo Australia Pty. Ltd.
WARPSTAR, Inc.
Nintendo of Korea Co., Ltd.
Location
11-1, Kamitoba Hokotate-cho, Minami-ku, Kyoto
Ayako Sonoda
Secretariat Director, Sustainability Forum Japan
Director, Environment Businesswomen, LLC
President, Cre-en Inc.
The impact of the Great East Japan Earthquake went far
beyond everyone’s imagination. I think that Nintendo, with a task
force led by its president, should be commended for its swift
action to confirm the safety of its employees, and for its decision
to provide major support (through monetary donation and
employee donations) to the affected areas. I also think that
Nintendo, with its aim of creating a future society that truly values
human connections and is filled with smiles, will be able to
contribute in an increasing number of areas. For example, it is
important to educate our society with disaster awareness
information so that we can take prompt action in the event of an
emergency. I hope that Nintendo will use its strength as a game
company to raise awareness and contribute to disas ter
prevention measures.
By reading this report and directly interviewing the president, I
noticed that Nintendo has made significant progress in its CSR
activities. For example, I was impressed that Nintendo decided to
display a precaution on the package of the Nintendo 3DS
regarding the viewing of stereoscopic images by children ages 6
and under. I also felt that enabling users to freely adjust the
strength of the 3D images, including making the images 2D, was
outstanding.
Also, this report demonstrates that Nintendo has enhanced the
global nature of its CSR activities, and is spreading more smiles
throughout the world. The global reports highlight the use of Art
Academy in education venues all over the world, such as an
Wii no Ma Co., Ltd.
Capital
10,065,400,000 yen
elementary school in the Netherlands; regarding the promotion
of diversity, a female role model from Germany was introduced. I
hope that the entire Nintendo Group shares in the fruits of these
efforts; I also hope that the company will continue to expand
these efforts, while taking into consideration the characteristics
of each region.
In addition, Nintendo is working hard on the education and
awareness of it s pro duc tion par tners by holding green
procurement seminars in China. As far as Nintendo is operating its
business worldwide, e ducating the p e ople engage d in
Nintendo’ s business in foreign countries is a constant challenge
facing the company. ISO 26000, an international CSR standard
published in November 2010, expects companies to measure the
impact of their entire value chain*, including social aspects,
requires proactive management and information disclosure. In
the future, I think it would be better for Nintendo to implement
measures to ensure that all employees within the company are
able to clearly visualize future plans and progress.
Concurrent with these efforts, I expect that Nintendo will focus
even more on its positive impact on society, further broaden the
potential of games, continue surprising and moving people all
over the world and bring more smiles to everyone Nintendo
touches.
The Americas
Nintendo of America Inc.
Nintendo Website (Japan)
http://www.nintendo.co.jp/
Transition of Net Sales (consolidated)
2006
A series of activities from creating products or services to their
consumption, and the people involved in this entire process.
Regional Net Sales Composition Ratio
(consolidated: FY2010)
Other
54,579
966,534
2007
Japan
167,893
2008
1,838,622
2009
Software
402,229
Playing cards,
Karuta, etc.
1,714
Total
1,014,345
(million yen)
(million yen)
Transition of Operating Income
Transition of Net Income
2006
2006
(consolidated)
226,024
2007
487,220
555,263
2009
2007
(million yen)
(FY)
(million yen)
Transition of Dividends (per share)
2006
257,342
2008
2010
171,076
(consolidated)
174,290
279,089
2009
356,567
Hardware
610,401
The Americas
461,853
1,014,345
(FY)
(FY)
(consolidated: FY2010)
Total
1,014,345
Europe
330,018
1,434,365
2010
2010
Net Sales Composition Ratio
1,672,423
2008
* Value Chain
Nintendo of Canada Ltd.
Business Description
Manufacturing and sales of home leisure equipment
228,635
2007
(million yen)
1,260
2008
1,440
2009
2010
77,621
690
(FY)
930
450
(yen)
Our Response
This year, we have taken a more global approach in our CSR report, which introduces many activities from Nintendo Group
companies all over the world. We wanted to give more people the opportunity to learn about the superb efforts and insights of
individual employees at Nintendo in pursuit of our companywide aim to “put smiles on the faces of everyone Nintendo
touches.”
Regarding the comments we received from Ms. Sonoda on these activities, we will continually consider what Nintendo can do
to those affected by the Great East Japan Earthquake, and how we can tackle other CSR issues.
Secretariat of CSR Promotion Project
49
50