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Microsoft Pri0

Welcome to Microsoft Pri0: That's Microspeak for top priority, and that's the news and observations you'll find here from Seattle Times technology reporter Matt Day.

May 25, 2006 at 1:08 PM

Nintendo: Executive promotions


SUSAN GOLDMAN/BLOOMBERG NEWS
Nintendo of America’s new president, Reggie Fils-Aime.

More news out of Redmond-based Nintendo of America today. Reggie Fils-Aime, previously the executive vice president of sales and marketing, has been promoted to president and chief operating officer. It’s obviously a big move for Fils-Aime, who has been on the rising star track ever since he joined NoA in December 2003.

He made a big splash at Nintendo’s press briefing at the 2004 Electronics Entertainment Expo when he came on stage and said, “My name is Reggie. I’m about kicking ass, I’m about taking names, and we’re about making games.”

Those comments set the stage for a supercharged press briefing unlike any other in recent memory. Nintendo’s briefings since then have had a similarly electrified tone. Fils-Aime has been called the “Reggie-lution,” “Regident Evil” and the “Regg-Hammer.”

As president, he replaces Tatsumi Kimishima, who will become chairman and chief executive. Also, Mike Fukuda is moving from senior vice president of business development to executive vice president of business development.

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