Nintendo might be a little bit late to the connected media centre party, but Nintendo of America boss Reggie Fils-Aime believes the company has always been moving in this direction.
Speaking to the Seattle Times in an interview focused on Nintendo's Wii U TVii plans, Fils-Aime said Nintendo doesn't view itself as a purely gaming company.
"We've always been an entertainment company," he said.
"I think what the Wii U does is further show that our vision is this broader entertainment landscape. Because in the end the time that consumer spends in any form of entertainment that's not on our device is a missed opportunity for us.
"It's that type of thinking that led us to create Brain Age, same type of thinking that led us to create Wii Fit. It's looking at the broadest landscape possible as to what constitutes entertainment."
The executive said Nintendo takes a "broader" entertainment and sees "every potential customer as an opportunity".
"Whether they're 95 years old or 5 years old, we want to create entertainment that's going to speak to that consumer. In our view whether we deliver it in a handheld device or in their home, it's an opportunity to engage with that consumer, make them smile, give them something positive," he said.
"You look at the way we've managed the Mario franchise, the Zelda franchise, all our of our key franchise characters, utilizing a variety of different gameplay styles - it's always been about driving entertainment.
"I think that we already see ourselves as an entertainment company. I think that certainly as we launch the Wii U, as consumers experience Nintendo TV, I think consumers will also see us as a broader entertainment company."
The Wii U launches in November.