Hiroshi Yamauchi, 1927–2013
The gruff president who made Nintendo a giant
Hiroshi Yamauchi transformed Nintendo from a flailing toy company into a video game giant, but the taciturn executive never played the electronic games that made his company world famous. “I have better things to do,” he often said.
Yamauchi came from a “prosperous but troubled” family, said the Financial Times. When he was a boy, his father eloped with his mistress and brought shame on the family. As a result, Yamauchi was only 22 when his grandfather handed him control of card-game manufacturer Nintendo—Japanese for “leave luck to heaven.” The young college dropout would go on to run the company for 52 years. Desperate to diversify, he experimented with selling instant rice, running a taxi fleet, and developing “love hotels” with hourly rates. Those efforts all flopped, but he “found his touch” by entering the toy market.
Nintendo reaped huge sales from “a succession of silly gizmos,” said NewYorker.com, including an extendable claw known as the Ultra Hand and a Love Tester that measured a couple’s “level of ardor.” Then a fortuitous meeting between Yamauchi and Nintendo engineer Gunpei Yokoi in the mid-1960s changed everything. Yokoi, who was filling in as the president’s driver, mentioned seeing a businessman playing with a calculator on his morning commute, and suggested selling a portable electronic game player. The resulting product, Game & Watch, eventually sold 43 million units, setting off Nintendo’s run of gaming success.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.

Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
It soon developed such video games as Donkey Kong and Super Mario Bros., which became global smash hits, said the Los Angeles Times. In the 1990s one in three U.S. homes had a Nintendo gaming console, and the company became one of Japan’s biggest. Yamauchi’s “gruff and uncompromising” style was infamous; he “pitted employees against one another” and often dismissed years of work with a wave of his hand. That pragmatic, unemotional streak was evident in his 1992 purchase of a majority stake in the Seattle Mariners baseball team, which he admitted was solely a gesture to American consumers.
In fact, Yamauchi never watched the Mariners play a single game. “Let me put it this way,” he said, in 1992. “Baseball, well, baseball has never really interested me.”
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
-
Elon has his 'Legion.' How will Republicans encourage other Americans to have babies?
Today's Big Question The pronatalist movement finds itself in power
By Joel Mathis, The Week US
-
How to travel with your dog
The Week Recommends These tips will help both of you have a great time
By Catherine Garcia, The Week US
-
'Congress could help by providing federal protections'
Instant Opinion Opinion, comment and editorials of the day
By Justin Klawans, The Week US
-
The JFK files: the truth at last?
In The Spotlight More than 64,000 previously classified documents relating the 1963 assassination of John F. Kennedy have been released by the Trump administration
By The Week Staff
-
'Seriously, not literally': how should the world take Donald Trump?
Today's big question White House rhetoric and reality look likely to become increasingly blurred
By Sorcha Bradley, The Week UK
-
Will Trump's 'madman' strategy pay off?
Today's Big Question Incoming US president likes to seem unpredictable but, this time round, world leaders could be wise to his playbook
By Sorcha Bradley, The Week UK
-
Democrats vs. Republicans: who are the billionaires backing?
The Explainer Younger tech titans join 'boys' club throwing money and support' behind President Trump, while older plutocrats quietly rebuke new administration
By Harriet Marsden, The Week UK
-
US election: where things stand with one week to go
The Explainer Harris' lead in the polls has been narrowing in Trump's favour, but her campaign remains 'cautiously optimistic'
By Harriet Marsden, The Week UK
-
Alex Salmond: charismatic politician who nearly broke up the Union
In the Spotlight Remembering the former First Minister who 'normalised' the cause of Scottish independence
By The Week UK
-
Is Trump okay?
Today's Big Question Former president's mental fitness and alleged cognitive decline firmly back in the spotlight after 'bizarre' town hall event
By Harriet Marsden, The Week UK
-
The life and times of Kamala Harris
The Explainer The vice-president is narrowly leading the race to become the next US president. How did she get to where she is now?
By The Week UK