Reggie Fils-Aime is completely unimpressed with the rivals “whiz bang” technology that “might not even see the light of day.”

In a recent GameSpot interview Reggie Fils-Aime pledged that Nintendo would keep working on its key franchises.

Fils-Aime said, “In our view, we have to continuously disrupt the market. What I would suggest to you is that even in the competitive [E3] announcements, it highlights how different we are.

“Our competitors chose to talk about technology and all of this ‘whiz bang’ stuff. We focus on entertainment. When we first showed off the Wii Remote, we did it in the context of Wii Sports, which millions upon millions of consumers have experienced.”

He added: “We’re going to continue to disrupt and push this marketplace, but always with a smile on our face and a focus on entertainment, versus a focus on the technology – especially technology that may or may not ever come to light.”