Nintendo has outlined a new business direction primarily focusing on Quality of Life (QOL), engaging users with entertainment by promoting a healthier lifestyle. CEO Satoru Iwata emphasised in the corporate briefing that Nintendo’s core business is still focused on producing video games, however, the new business plan will develop “non-wearable” technology and create a blue ocean strategy.

The company hopes such a focus will provide consumers with enjoyable platforms that seek to promote a healthier lifestyle, and eventually expand “non-wearable” technology further in the future.

“We wish to achieve an integrated hardware-software platform business that, instead of providing mobile or wearable features, will be characterized by a new area of what we like to call “non-wearable” technology.” Iwata outlined within the corporate briefing earlier today. “When we use ‘health’ as the keyword, some may inevitably think about ‘Wii Fit.’ However, we are considering themes that we have not incorporated to games for our existing platforms. Including the hardware that will enable such an idea, we will aim to establish a blue ocean.”

The CEO continued: “However, what is generally good for health requires some kind of effort to be made by the individual, and, as I am sure that many of you have experienced this, it is sometimes difficult to stay focused and engaged, and it is not uncommon to give up after a few days. This is where our strength as an entertainment company to keep our consumers engaged and entertained comes into play, assisted by the non-wearable feature, which is the biggest differentiator of this new business field, as well as user experiences that integrate into people’s daily lives, all of which help us overcome this difficulty. If we do indeed succeed in doing so, we will be able to provide feedback to our consumers on a continual basis, and our approach will be to redefine the notion of health-consciousness, and eventually increase the fit population.”

The corporation’s new business direction may take up to two to three years to establish a connection with consumers after its launch, but Iwata hopes to expand QOL from its initial health theme into new areas and games, which can then operate on Nintendo’s future video game platforms.

Nintendo is set unveil more information on QOL later in 2014, addressing the specific features and identifying a clearer definition of the term “non-wearable” technology. The new business platform is set to launch during the fiscal year April 2015 to March 2016.