Nintendo has grown to lead the video games attention - likely to be value $68bn in annual sales by 2012 - by developing charming worlds, full of visible stimulation.
But the company's offices in Kyoto are considerably the opposite.
Even by the standards of Japanese corporations it is, to say the least, understated.
The run is considerable and anonymous, with white tiled floors and white walls, the repetitive routine is damaged usually by a singular receptionist sitting at the back a tiny desk, and a quarrel of framed ceramic bowls embellished with normal scenes - canopy fish and bamboo groves.
But it is in these stern environment that Shigeru Miyamoto has advance up with his ultimate enhancement that he thinks will help Nintendo sustain its prevalence of the games console business.
Few video games designers obtain on the Time 100 many successful people of the year list, but then Miyamoto-san probably invented the genre with Donkey Kong.
The name was his thought too, found by seeking up the difference "stubborn" and "gorilla" in an English dictionary.
Mario, a disposition in that game, spun off in to countless different titles.
Mr Miyamoto has been the might at the back Nintendo ever since, working not just on games, but hardware similar to the Wii too.
For a human who will be 60 next year he comes opposite as roughly childlike, with a face rapid to smile.
And that he says, in a rare interview, is the secret of his success.
"One thing we can say is we am all the time thinking," he says.
"Most of the fun things we find cannot indispensably be incited in to video games correct away. But it grows, and a day, it all comes together.
"So it's not similar to a day we obtain a burly motivation for an idea. Most of the time, what we experience in life turns in to a diversion eventually," mentioned Mr Miyamoto.
He says the strike Nintendogs is an example. It was desirous by the Miyamoto family's pet.
Now, similar to many other wiring companies, Nintendo is staking the future on 3D.
A new hand-held console, the 3DS, was launched in Japan over the weekend. Unlike 3D televisions and films, it may be used without special glasses.
"3D is nothing new in our world," says Mr Miyamoto, brandishing a of the machines.
"When we were young we used to experience 3D with the sort of eyeglasses with red and blue lenses.
"And today, in demand for many people to perspective 3D films, they unquestionably need a few special glasses.
"But the beauty of our Nintendo 3DS is since we use a unstable device it allows everybody to suffer 3D wherever they go."
The console is in a clamshell shape, and has two screens.
The tip a is 3D and the technology functions by straight lines restraint half the pixels from the perspective of any eye when its hold at the standard stretch in front of the face.
The user can set the height of the 3D outcome by using a slider manage on the side, something of that Mr Miyamoto is particularly proud.
While 3D televisions have been around for a while, and 3D camcorders are starting to be released, sales have been weak.
Nintendo could be the initial to take 3D mainstream. It will liner 4 million units over the next month.
But a few have speculated that even even though the 3DS will help consumers to obtain used to the new technology, in the temporary it might not be sufficient of a speed up is to wider wiring industry.
People may be tempted to put off shopping a 3D radio in expectation that manufacturers may rise versions that may be used without eyeglasses too.
Nintendo of course needs a hit.
Net increase slumped by 74% to 49.5bn yen ($598m; 372m) in the 9 months to December on the back of descending sales and the burly yen.
The firm faces difficult contest from Sony and Microsoft, and new entrants to the games marketplace similar to Apple's iPod and iPhone and other smartphones.
Games similar to the hugely successful Angry Birds are a fragment of the cost of Nintendo's titles.
"Nintendo creates program for our own hardware," says Mr Miyamoto.
"Of course we try to make program that is profitable enough for customers to pay for it. So the fact that various types of games are existing to customers, and what happens to Nintendo's games seems a well-defined situation to me.
"So my objective is to go on developing the program to high standards. As long as we keep carrying out that, we think our business will follow."
An dignitary he may be, but Mr Miyamoto is in a few ways a conventional Japanese salaryman.
He has worked for Nintendo since 1977, never developing a firm in his own name, nor the immeasurable luck to go with it.
When asked why, he laughs.
"Maybe we am richer than you think," he says.
"But seriously, it is not me, myself, developing any program at all. we am working absolutely with a garland of other colleagues and that is how we similar to my job."
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