Nintendo have redefined the video game console with various innovative controllers including motion sensors and exercise boards.
Their Nintendo DS portable games device has attracted all ages to gaming, launched in November 2004 it's touch sensitive screen was the first of it's kind. Now Apple's iPhone, iPod touch and various mobile phone have this input device as standard.
The Nintendo Wii, when launched introduced a cheap ($200) platform that turned into global phenomenon with games like Wii Fit and Wii Sports.
Ten years ago Sony dominated the video games market - Sega was soon to disappear and Microsoft would take the baton and race ahead of Nintendo. The introduction of the Nintendo DS and Wii platforms propeller Nintendo back to the No 2 slot.
Games consoles only survive if customers purchase lots of games and Nintendo has successfully managed that with innovative games and controllers to tempt the market. From steering wheels to zapper guns their games and controllers are in short supply years after they first appeared.
Now Nintendo admit they have no intentions of resting on their laurels - the next console was started as soon as the Wii was released.We'll have to wait and see what innovations that will bring.