Reggie Fils-Aime

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Reginald Fils-Aimé (FEE-s?-may) is an American businessman who is best known as the former president and chief operating officer of Nintendo of America, the Japanese video game company Nintendo's North American division, from 2006 to 2019.

Fils-Aimé was Executive Vice President of Sales and Marketing prior to his promotion to President and COO.

Fils-Aimé gained celebrity among gamers following his appearance at Nintendo's E3 2004 press conference in May 2004, and helped to rebrand Nintendo as a top contender among the other video game console manufacturers, Sony Interactive Entertainment and Microsoft.

Fils-Aimé had worked at Procter & Gamble, Pizza Hut, Guinness, Derby Cycle, Panda Express, and VH1. After an announcement on February 21 that Fils-Aimé would have been replaced by Doug Bowser, the president of Nintendo of America, Fils-Aimé resigned as president of Nintendo of America on April 15, 2019.

He later became a Leader in Residence at Cornell University.

Early life

Reginald Fils-Aimé was born on March 25, 1961 in The Bronx, New York City. His parents immigrated from Haiti in the 1950s due to political convictions of his grandparents; his paternal grandfather was a general before the Haitian military overthrew the democratically elected government, which included his maternal grandfather. Fils-Aimé's mother worked as a lead sales representative in a luxury jewelry store, while his father was a machinist. Fils-Aimé has said he adopted his optimistic attitude from his mother. He was born on Long Island, where he attended Brentwood High School; he referred to himself as the "lone minority" among his classmates. He was accepted into Cornell University in 1979 and graduated with a Bachelor of Science in applied economics and management from the College of Agriculture and Life Sciences in 1983. He was president of the Phi Sigma Kappa fraternity chapter of the school, where he was described as neat and organized.

Personal life

Fils-Aimé is married to Stacey Sanner, his longtime girlfriend who appeared in his previous work at VH1. He has three children from a previous marriage. When his children were 2 and 5 years old, Fils-Aimé started playing video games with his children. He lived on the Eastside of Seattle as of 2006.

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Career

Fils-Aimé began working at Procter & Gamble in the company's brand management department. He also served as Senior Director of National Marketing at Pizza Hut, where he introduced the Bigfoot Pizza and the Big New Yorker.

Fils-Aimé was the Head of Marketing for Guinness Imports Co. in the United States and was in charge of all brands. He also spent time at Derby Cycle as Chief Marketing Officer, in charge of worldwide sales and marketing campaigns for eight brands. Fils-Aimé was the British Prime Minister who oversaw Raleigh, U.K., Derby's British operations.

He then joined Panda Management Co. in China as Senior Vice President. He appeared on MTV's VH1 network in 2001 as Senior vice president and then departed in 2003. Fils-Aimé was responsible for a 30 percent rise in VH1 network ratings by adjusting the channel's attention to younger audiences. Fils-Aimé developed and executed a marketing plan for The Concert in New York City, which earned more than $30 million in disaster relief following the September 11 attacks as part of his employment.

Fils-Aimé joined Nintendo in December 2003 as the Executive Vice President of Sales and Marketing. Fils-Aimé had been trained for the position, but during the interview, he said he had requested to see Satoru Iwata, the president of Nintendo, which was considered unusual but not allowed. His visit to Iwata lasted longer than anticipated, and it helped to establish Fils-Aimé's close friendship with the Iwata company for more than a decade, according to Fils-Aimé, who helped the company's growth as a leader. Fils-Aimé has referred to Iwata as both a mentor and a "dear friend" throughout his time at Nintendo.

Fils-Aimé was initially responsible for all Nintendo sales and marketing campaigns in the United States, Canada, and Latin America. Fils-Aimé, the former president and Chief Operating Officer of Nintendo of America, was promoted to his new position as Chairman of the Board and Chief Operating Officer on May 25, 2006. Fils-Aimé was the first American to hold this position.

At the time Fils-Aimé was hired in 2003, the video game industry was stagnant in major markets, and Nintendo's rivals, Microsoft and Sony Computer Entertainment, were hoping to reclaim interest by designing more powerful home consoles. Nintendo had recently announced the reorganization of upper management, with Iwata being appointed the president only the year before. When the company was designing the GameCube, Iwata and other Nintendo executives discovered that the majority of titles being produced were sequels with almost no new intellectual property. Fils-Aimé said that the decision for Nintendo to differ from its competitors and focus on video games was made before he had been recruited, and part of that was planned through Fils-Aimé's marketing skills and presence.

At the 2004 E3 reveal, Fils-Aimé became a well-known public figure for Nintendo. The year before, Nintendo's press conference was described as a quiet and dry affair compared to Microsoft and Sony Computer Entertainment's conference; although Iwata and other Japanese executives were on hand, George S. Harrison, the only American on stage, remained stoic during the conference. In the sixth console generation, Nintendo was also losing. The GameCube was struggling against the PlayStation 2 and the original Xbox console, while long-time Nintendo fans were dissatisfied with Nintendo's new state. Fils-Aimé was the first person to address the public in 2004. "My name is Reggie" led off the conference. I'm about kickin's, I'm about takin' names, and makin' games. His presentation was regarded as invasive, and he criticized some of Microsoft and Sony's handling of video game content on their consoles. The message had been thoughtfully planned by Nintendo and Fils-Aimé's upper management, who had warned them of the message's tone, but they still wanted him to hand it out. His dramatic performances, which were shot against Nintendo's long-established conservative image, formed a fanbase a few years later, with many gamers naming him the "Regginator" in a play on the Terminator.

Following the conference, many images of him were posted on the internet. Fils-Aimé said in interviews years after the 2004 conference that his presentation was not his idea, but rather reporting from the public relations department, and he himself had to be convinced to take the aggressive route. Fils-Aimé's presentation was considered by some as the right idea by Nintendo that they needed to show themselves in the new console age, and that they were no longer taking a conservative approach to gaming.

Fils-Aimé is thought to be responsible for rebuilding Nintendo's public relations in North America, causing many fans and journalists of the media to coin "Reggielution" after the Wii's code name "Revolution." He had not only addressed the constantly evolving challenges of youth, but also addressed the older video game players, which were also a key market for Nintendo. He also predicted that treating all demographics would be like a rising tide for the company, with Nintendo poised to be the best in the world. Fils-Aimé rewrote how Nintendo worked with vendors; rather than requiring Nintendo to seek vendor recognition and a better in-store position by promising that Nintendo would satisfy demand, Fils-Aimé came up with deals where vendors will only get Nintendo's stock in stores if vendors ordered large amounts of their product. This all contributed to the Nintendo DS's success and success. Clayton Christensen's marketing plan attributed to the Wii's success: He owes it to the Wii's marketing plan.

Fils-Aimé walked up onto the stage on July 11, 2007, a day after introducing the Wii Balance Board. This quotation would eventually become a meme, and Fils-Aimé said "My body is ready," several times, including at the E3 2012 conference, his appearance on Late Night with Jimmy Fallon and his resignation announcement video. Fils-Aimé, along with Iwata, would often participate in these meetings, as well as a mock Mii-avatar war, which became the subject of several memes. Fils-Aimé has been involved with skits with production assistance from Stoopid Buddy Stoodios, Mega64, and The Jim Henson Company in other public press presentations for Nintendo.

Fils-Aimé gave a guest lecture on Nintendo's marketing tactics aimed at gamers of a variety of demographics on November 5, 2007. Fils-Aimé is a member of Cornell's Advisory Council.

Fils-Aimé debating various Nintendo-related topics in 2016 and early 2017.

Fils-Aimé announced his resignation as the company's president and COO on February 21, 2019, which went into place on April 15, 2019. Doug Bowser, the company's then-head of sales, had him removed. Fils-Aimé said he started thinking about retirement after Iwata's death in 2015: "It also reinforced for me the company's legacy" and what he had created for the organization." "What is the legacy that I want to build, that I want to leave?" says the author. He waited until he felt that Nintendo of America was on solid footing for positive growth, which came early this year, before starting the process of retiring in early 2019. His decision to retire was hampered by the company's success with the Nintendo Switch, a hybrid game console that was introduced in 2017, and by the end of 2018 the company had already hit over 32 million units. "The company was going to be in good shape for at least a few years," he said of the Switch, which he compared to Nintendo's previous successful Wii and Nintendo DS consoles.

Fils-Aimé began his own Twitter account under the name @Reggie and posted the following tweet: "Hi Twitter people."

Fils-Aimé announced that he had been appointed as the first Leader in Residence at Cornell University's Charles H. Dyson School of Applied Economics and Management, which began in October 2019. Fils-Aimé had already been on the advisory board for Dyson, as well as Cornell's department of communications, when he was first contacted by Cornell shortly after his resignation, and was eager to hear about the possibility. Fils-Aimé joined the board of directors for the New York Videogame Critics Circle as a managing partner in Brentwood Growth Partners, a Washington-based equity firm. He hopes to provide mentorship to youth and young adults as well as the New York Videogame Critics Circle, in order to inspire them to grow and become "leaders" in a variety of fields as possible. He hopes to demonstrate "the work that's been done by video games, using video games as a tool to teach critical thinking," he says on the Residence program. Fils-Aimé said that these help him give back to both the neighborhood and his alma mater.

Fils-Aimé, a game awards producer who had been involved in the game Awards since its inception in 2015, was on display at The Game Awards 2019. In March 2020, GameStop welcomed Fils-Aimé and two others to its Board of Directors, replacing several directors who had resigned as part of the company's efforts to return to profitability. Based on SEC filings, he and several of GameStop's board members are likely to resign around June 2021. In May 2020, he was also appointed to the Spin Master's Board of Directors.

Fils-Aimé, a COVID-19 pandemic, has revealed that he and video games journalist Harold Goldberg will debut a podcast titled "Talking Games with Reggie and Harold Goldberg, a New York Video Game Critics Circle publication. The podcast is designed to raise funds for the non-profit group to support educated and underserved students in New York City who have been impacted by the pandemic. Fils-Aimé was elected to the board of directors of Brunswick Corporation on October 27, 2020, and later wrote a book titled Disrupting the Game: From the Bronx to the top of Nintendo, published in April 2022.

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