當(dāng)站在E3這類全球最大的視頻游戲盛會的講臺上時，高管們很容易緊張，任天堂北美總裁道格·鮑澤同樣也是如此，他緊張的理由比誰都多。

即便不提E3、媒體發(fā)布會、聲明、消費(fèi)者反應(yīng)所帶來的一貫壓力，鮑澤也不能辱沒了公司的長久以來的聲譽(yù)。他從今年早些時候退休的瑞吉·菲爾斯-阿梅手中接管了公司，很多人依然在觀望這位新領(lǐng)導(dǎo)者到底會祭出什么大招。

然而，坐在E3大會任天堂展臺的鮑澤看起來很平靜，即便討論的話題涉及游戲行業(yè)爭奪霸主地位的競爭者不斷增加，以及消息泄露讓任天堂年度媒體發(fā)布會的聲明黯然失色，他依然表現(xiàn)的很平靜。

《財富》雜志采訪了鮑澤，探討了游戲市場、它的未來以及任天堂如何融入這個市場。出于對篇幅的考慮，并方便讀者理解，我們對下文進(jìn)行了刪減。

《財富》雜志：首先，我要問的是，鮑澤是超級瑪麗游戲中的人物角色，你是否討厭人們拿你的姓開玩笑？

道格·鮑澤：不，并非如此。對我而言，它意味著我們擁有一群了不起、有激情的追隨者，而且我們的粉絲十分熱愛這款游戲。具有諷刺意味的是，我的名字和游戲角色的名字相同，有時候也很有意思，而且我們也會拿這一點(diǎn)來開玩笑，但我和游戲中的角色完全不是一類人。因此，我對別人拿這個開玩笑并不在意。

自從原創(chuàng)的GameBoy游戲機(jī)面世以來，任天堂一直是手持設(shè)備市場的引領(lǐng)者。你怎么看待5G（將取代4G LTE高速無線網(wǎng)絡(luò)技術(shù)）對公司業(yè)務(wù)的影響？

如果5G宣稱的優(yōu)點(diǎn)都能夠?qū)崿F(xiàn)，那么我認(rèn)為它會改善玩游戲時的地點(diǎn)限制問題，也可以增強(qiáng)連接的質(zhì)量，尤其是線上游戲。

這也就涉及流媒體的問題，這是一個最新的游戲趨勢，它能夠讓玩家在不預(yù)先下載游戲的情況下通過流媒體在線體驗(yàn)游戲。你認(rèn)為任天堂在這一方面會有什么舉措？

本周有不少人在討論這個話題。有意思的是，各大公司已經(jīng)圍繞可以用于提升游戲體驗(yàn)的科技和新技術(shù)做了很多工作。很顯然，我們會密切關(guān)注這一趨勢。如今，我們認(rèn)為Switch（任天堂最新的單機(jī)）便可以實(shí)現(xiàn)很多上述功能。借助這個設(shè)備，人們可以隨時隨地與任何人暢玩游戲。

我們看到，很多公司都加入了游戲流媒體大軍，例如谷歌，但它是一家科技公司并非是游戲公司?？吹剿鼈兒皖愃乒具M(jìn)入這一行業(yè)，你會采取什么舉措？

我認(rèn)為這個問題涉及游戲業(yè)務(wù)的實(shí)力，以及整個游戲產(chǎn)業(yè)。如今，游戲產(chǎn)業(yè)是全球第二大娛樂形式，僅次于電視，后者包括視頻流媒體和網(wǎng)絡(luò)電視。游戲行業(yè)正在增長，很多公司都將其看作是一個機(jī)遇。

你是否把谷歌看作是一位競爭對手？

我們不會選擇使用“競爭對手”這個詞。但我認(rèn)為，如果各大公司加入游戲行業(yè)這個現(xiàn)象能夠讓更多的消費(fèi)者進(jìn)入這一市場，那么這對于整個行業(yè)來說是件好事。

Netflix有一款名為Dark Crystal的游戲，便是其中的一員。它基于即將播出的Netflix連續(xù)劇。Netflix在E3上說要將原創(chuàng)內(nèi)容以游戲的形式表現(xiàn)出來，這一點(diǎn)你怎么看？

有意思的是，我們看到，很多不同類型的娛樂形式能夠?qū)⒆陨碇踩肫渌脚_。我覺得這對于所有公司來說都是一個令人振奮的機(jī)遇，因?yàn)樽罱K，它可以讓我們繼續(xù)拓展我們的內(nèi)容，并吸引更多的人參與進(jìn)來。我認(rèn)為這是件好事。

在人們眼中，任天堂并非是電子競技領(lǐng)域的強(qiáng)者。但公司的平臺上有很多競技類游戲，尤其像《明星大亂斗》（Smash Brothers）這類，它在大約半年之前還推出了新款游戲。在你看來，這是否會給任天堂帶來更多的電子競技機(jī)會，或者也可能會組建自家的競技團(tuán)隊(duì)？

業(yè)界有很多支持競技類游戲的聯(lián)盟，而且也有能力通過授權(quán)將我們的游戲納入這些賽事。但我們不打算組建團(tuán)隊(duì)，并打造帶有獎金的任天堂賽事構(gòu)架等等。我們覺得現(xiàn)在外部已經(jīng)有渠道可以做這件事，而且這些渠道都很強(qiáng)大。我只是想?yún)⑴c其中罷了。

我覺得去年對于任天堂來說是異常重要的一年，發(fā)布了很多重量級游戲。對于2018年，你怎么看？

去年發(fā)布的游戲提升了游戲機(jī)的銷售業(yè)績。在兩年時間內(nèi)，我們在全球銷售了3400萬臺Switch，而且保持著這一態(tài)勢。Switch在美國的同比增長達(dá)到了22%。我想這很大一部分歸功于我們所打造的眾多游戲。正是因?yàn)橛布④浖g的這種關(guān)聯(lián)，我們才能夠在全年保持Switch的暢銷勢頭。

在E3大會的收官活動，任天堂直面會擁有很大的影響力，期間，公司宣布了《荒野之息》（Breath of the Wild）的續(xù)作。對于制作在2017年大紅大紫的《荒野之息》的續(xù)作，你是否感到擔(dān)心？

我想我的直接答案是“不擔(dān)心”。我認(rèn)為公司的游戲開發(fā)人員在過去幾年中做的非常出色，我的意思是說，他們在過去數(shù)年通過各種方式為公司奉上了標(biāo)志性的原創(chuàng)角色和世界，而且打造了眾多忠于此前知名大作歷史的游戲。我覺得今后也是一樣。當(dāng)前《荒野之息》特別續(xù)作的制作人和導(dǎo)演采用的是《塞爾達(dá)傳說》（Legend of Zelda）的原班人馬。

直面會已經(jīng)結(jié)束，你現(xiàn)在有什么感覺？

我倒是沒有焦慮的感覺。我很興奮。我很樂意去觀察人們對公司內(nèi)容以及所講述故事的反應(yīng)。我們的目標(biāo)之一就是為他們帶來驚喜和快樂，而且在我們準(zhǔn)備發(fā)布之前，我們非常注意內(nèi)容的保密工作。

一位匿名的推特（Twitter）用戶貼出了來自于直面會的一條未發(fā)布新聞，值得一提的是，該內(nèi)容對于“給人們帶來驚喜”而言異常重要。對于上述內(nèi)容的泄露，你有何感想？

我覺得你已經(jīng)回答了這個問題。我們的游戲開發(fā)人員、公司耗費(fèi)了大量的精力來打造內(nèi)容、信息，并希望通過某種方式來展示這些信息，從而讓消費(fèi)者真正了解即將到來的內(nèi)容。待時機(jī)成熟，我們希望有這個能力把這個故事呈現(xiàn)出來。但消息泄露讓這一點(diǎn)化為了泡影。（財富中文網(wǎng)）

譯者：馮豐

審校：夏林

When presenting on stage at E3, one of the world’s biggest video game conferences, it’s easy for executives to get nervous. And few have more reasons to be nervous than Nintendo’s North America president Doug Bowser.

Putting aside the usual pressures that come with E3, the press conferences, the announcements, the consumer reactions, Bowser has a legacy to uphold. He took over after his predecessor, Reggie Fils-Aimé, retired earlier this year, and many are still waiting to see what exactly the new leader has to offer.

Yet, Bowser looks calm while sitting in Nintendo’s booth at E3, even when discussing the growing list of companies vying for dominance in gaming, and leaks that spoiled Nintendo’s announcements at its annual press conference, Nintendo Direct, earlier that day.

Fortune sat down with Bowser to discuss the gaming market, its future, and where Nintendo fits into it. The following has been edited for length and clarity.

Fortune: First off, I need to ask, are you tired of people making jokes about your last name being Bowser like the character from the Mario games?

Doug Bowser: No, not at all. It’s a signal to me that we have an amazing, passionate following, and our fans are embracing it. It’s ironic that we share the same name, and there are times when it’ll be fun and we’ll play with it, but we’re two very, very different characters. I’m not tired of it at all though.

Nintendo has been a leader in the handheld market ever since the original GameBoy. How do you see 5G [the high-speed wireless technology that is supposed to replace 4G LTE] impacting that?

If the promise of 5G comes to fruition, I think it enhances that ability to play anywhere. It will allow for a stronger connection, especially for online play.

That also leads into streaming, the latest gaming trend that allows players to stream games rather than pre-downloading them. Where do you see Nintendo’s efforts there going?

There’s a lot of talk about it this week. It’s interesting to see what various companies are working on when it comes to tech and new technology that may be able to enhance gameplay. It’s obviously something that we’re closely watching. For now, we feel the Switch [Nintendo’s latest console] delivers on a lot of those promises. It’s a device where you can play anywhere at any time with anyone.

You’re seeing a lot of companies come into game streaming like Google, which is a tech company but not a gaming company. What’s your reaction to seeing them and similar companies enter the industry?

I think it speaks to the strength of gaming. I believe it speaks to the industry. Right now it’s the second largest form of entertainment in the world, second only to TV, and that includes both streaming and network TV. It’s growing. Companies are seeing it as an opportunity.

Do you see Google as a competitor?

We choose not to use the word “competitor.” But I think in this industry as people participate if more consumers will come into the industry as a result of that, it’s good for the industry.

There is a Netflix game, Dark Crystal, based on the upcoming Netflix series, in your lineup. How do you feel about Netflix here at E3 talking about bringing its original content to life in games?

It’s interesting to see how various forms of entertainment are able to transform themselves onto other platforms. I think it’s an exciting opportunity for all of us because in the end it allows us to continue to expand our content and bring more people into it. I think it’s a positive.

Nintendo isn’t considered an e-sports powerhouse. But there’s a lot of competitive gameplay especially around games like Smash Brothers, which had a new release about six months ago. Do you see more e-sports opportunities for Nintendo or maybe launching your own league?

There’s a strong set of leagues out there that support competitive play and have the ability to license our product in those tournaments. But we’re not going to underwrite teams and create our own tournament structure with prize money and everything else. We think there are already channels for that out there that are very strong. We just want to be a part of it.

It feels like last year was a really big year for Nintendo after a number of notable titles were released. How do you look back on 2018 now?

The games that we released last year fueled the hardware results. Through two years we sold 34 million Switch units worldwide, and we’re continuing that momentum. Switch is up 22% in the U.S. year-over-year. I think a lot of that is being fueled but the catalog of games we’re creating. It’s this relationship between hardware and software that has allowed us to continue the momentum on Switch through the year.

The closing of Nintendo’s Direct event at E3 was pretty impactful with the announcement of the sequel to Breath of the Wild. Did you have any fear in following up on the massive hit that Breath of the Wild was in 2017?

I guess the direct answer would be no. I think our developers have done an incredible job over the years, and I do mean years, finding ways to take our iconic original characters and worlds and creating games that are respectful to the history of the franchise that was there before. I think that will be the same. The producers and the director that are working on this particular version of Legend of Zelda worked on the Breath of the Wild.

How do you feel now that the Direct is done?

I don’t know if I’m anxious. I’m excited. I’m always excited to see how people are going to react to our content and the story we have to tell. One of our goals is to surprise and delight, and we take a lot of care to make sure we keep things close to the chest and in the vault until we’re ready to launch.

What was your reaction to the leaks, in which an anonymous Twitter user posted unannounced news from Direct, especially since it’s so important to you to surprise everyone?

I think you answered my question. Our developers, our company put a great deal of effort into creating our content, in creating our message, and wanting the message to be presented in a way consumers could truly understand what is coming. And we want to have the ability to tell that story when it’s right. Leaks take away from that.