is Shigero Miyamoto. He began as Nintendo’s first official staff artist right out of college and has since become Nintendo’s head creative guy in Japan. Miyamoto said something interesting in an article in American Way magazine (Nov 15, 2006):
“Most important is that a game be fun to play and its environment be used effectively to capture an audience’s attention. Players can’t be forced into activity … they have to voluntarily want to enter the interactive space and explore. Flashy graphics and fancy sound effects aren’t the answer – interactivity is. Encouraging players to immerse themselves within virtual universes is crucial.”
[italics mine]