During the Time interview, Nintendo CEO Tatsumi Kimishima revealed that he isn’t entirely happy with amiibo functionality at the moment and want’s to strengthen the bond between the figures and the software that they work with. It basically sounds as though the team over at Nintendo have grand plans for the immensely popular figures and want to further enhance the things they provide in-game and to make them more useful.
“A challenge that we’re facing right now is, our earliest goal for the Amiibo was to have these connected to software and have them enhance the play experience for the consumer, and for other consumers to say ‘I see my friend using this Amiibo with that software and it looks great,’ and again increase that attractiveness of that combination. What we’re seeing instead is that the Amiibo are being picked up more as a collection item at this point, rather than, say, as an interactive item with software. And so we haven’t really established them as an enhancement for all of our software at this point.”
“I think again that challenge is, how can we connect that IP to our software in general, and using the Amiibo to further enhance the play activity will allow us to get more people looking at, they see the Amiibo, they tie it back to the game experience, and then we’re creating a stronger connection with general knowledge of our IP and that fun experience they have.”
“But I do understand that the American market is a very busy, very crowded space. I went to a mall recently and saw all of the different toys that are available and I understand that it’s a crowded field. I do think that we some more room for expansion in the Japanese and European markets as they are not quite as full as the U.S. market at this point.”