Nintendo Trademarks “Quality of Life” in Europe

But what could it be?

By Robin Wilde. Posted 07/22/2014 19:00 Comment on this     ShareThis

News Desk Masthead - Iwata

Nintendo has registered a trademark for the enigmatic “Quality of Life” platform with the EU’s trademark office. The listing on the Office for Harmonization in the Internal Market (OHIM) is broad and vague, but gives Nintendo the right to use the phrase in relation to “Consumer video game apparatus.”

Quality of Life has been hinted at before, most notably by Nintendo President Satoru Iwata. In an interview with Japanese publication Diamond, Mr. Iwata claimed that the project had its roots in deceased former president Hiroshi Yamauchi:

““Yamauchi always said ‘Nintendo is an entertainment company and should never be anything else’, but he didn’t necessarily think ‘entertainment equals video games.’ I was wondering how to express Yamauchi’s feelings, and I thought about it non-stop, even during the New Year’s holiday break.

“Recently the words ‘quality of life’ have been coming up regularly. Entertainment is there to improve people’s quality of life. After your basic needs, there’s entertainment. However, when it came to improving people’s quality of life, I didn’t know the difference between us and household appliance makers. At the start of this year, I finally figured that the concept of ‘improving people’s quality of life with fun,’ with emphasis on the ‘fun,’ would be perfect for Nintendo. And that’s why I decided to focus on this during the financial results meeting in January.”

Source: OHIM

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