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10 Years Later, We Can’t Stop Watching Nintendo Directs

Way back in 2011, the very first “Nintendo Direct” featured then-Nintendo of America president Reggie Fils-Aimé in a white, echo-y room promoting the struggling 3DS by talking about how it was getting Hulu Plus and could record 3D videos. “Up to 10 minutes of 3D video can be recorded of anything you want,” he said. “Birthdays, holiday family gatherings, or your brother drooling in his sleep.” But 10 years later, Nintendo’s product marketing experiment has gone from awkward infomercial to appointment viewing for everyone who plays games, and even some who don’t.