Iwata joined Nintendo as the Head of Corporate Planning. This marked a significant transition in his career, moving from a development-focused role to a more strategic position within the company.

Iwata became the President of Nintendo, succeeding Hiroshi Yamauchi. He was the first president of Nintendo who was not a member of the Yamauchi family, representing a significant shift in the company's leadership.

Iwata spearheaded Nintendo's efforts to expand the gaming market beyond hardcore gamers. He believed in creating games that were accessible and enjoyable for a wider audience, including casual players and non-gamers.

The Nintendo DS, a handheld console with dual screens and touch screen capabilities, was launched under Iwata's leadership. It proved to be a massive success, appealing to a broad audience and revitalizing the handheld gaming market.

The Nintendo Wii, a home console with motion-sensing technology, was launched under Iwata's leadership. It revolutionized the gaming industry with its innovative gameplay and broad appeal, becoming a global phenomenon.

Nintendo experienced tremendous success with the Wii and DS, dominating the gaming market. However, they also faced challenges, including increased competition from mobile gaming and evolving consumer preferences.

The Nintendo 3DS, a handheld console with stereoscopic 3D display, was launched. While initially facing challenges, it eventually became a success with strong software support.

The Nintendo Wii U, a home console with a tablet-like controller, was launched. It faced challenges in terms of sales and market adoption, becoming one of Nintendo's less successful consoles.

Despite the Wii U's struggles, Iwata remained committed to quality and innovation. He initiated new business strategies, including exploring mobile gaming and developing new intellectual properties.