Speaking at Nintendo's E3 briefing, revealed that over 295 million players are now playing games in Europe, the and Japan. Another 150 million fall into the 'maybe' category.

Nintendo believe they must be appealing to gamers who have yet to be convinced, the console maker hoping to create new titles that will appeal to new kinds of gamer - furthering the firm's mainstream appeal.

Games based on something other than standard gaming skill is part of the problem, Iwata argues, while also worry about upsetting their hardcore fans. Striking a balance between experienced and novice gamers is the key.

Iwata-san believes Kart struck a good balance, with new products like Super Mario Bros. Wii to further this goal; appealing to everyone. Improving the social standing of 'gamers' is the key.

Games like Brain Age and Wii Fit have driven Nintendo's success, and now another new type of game is on the way in the form of the Wii Vitality Sensor - which will measure the gamers pulse through a finger-sensor.

This tool will add a new, invisible element to gaming - aiding players to relax in video game form. Excitement was once the core aim of games, but now games will aid rest and even sleep, according to Iwata.

By Luke Guttridge