How Nintendo consolidated its creative engine into a single powerhouse
In short: Behind the global success of titles like Zelda and Mario lies a massive organizational shift. In 2015, Nintendo merged two distinct software divisions to create one of the world's largest development engines. This move centralized their intellectual property management while maintaining specialized production groups for different genres.
On September 16, 2015, under the leadership of then-president Tatsumi Kimishima, Nintendo underwent a major organizational restructure. The company merged its Entertainment Analysis & Development (EAD) and Software Planning & Development (SPD) divisions to form Nintendo Entertainment Planning & Development (Nintendo EPD). This new entity became the largest division within the Japanese company, tasked with developing games and mobile apps while managing the licensing of the company's vast intellectual properties.
Despite this consolidation into a single large division, Nintendo maintains a highly specialized structure. The organization is divided into ten distinct production groups, each overseen by specific managers and project leads who draw from a shared pool of talent. These groups are responsible for different pillars of the brand: Production Group No. 3 handles the main Legend of Zelda series, while Production Group No. 8 (Nintendo EPD Tokyo) focuses on 3D Super Mario and Donkey Kong titles.
The division also manages external partnerships through specific hubs. The Co-Production Group produces many games developed by outside studios for Nintendo's platforms, including major franchises like Pokémon and Fire Emblem. Meanwhile, Production Group No. 4 handles casual and experimental software like Ring Fit Adventure and Nintendo Switch Sports. This structure allows Nintendo to balance internal innovation with high-volume external production across various hardware platforms.
Leadership within EPD is a mix of long-standing veterans and new appointments. Shinya Takahashi serves as the general manager, supported by several deputy general managers including Yoshiaki Koizumi and Katsuya Eguchi. This hierarchy ensures that while the division operates as a unified entity for business and IP management, creative oversight remains segmented to preserve the unique identity of each game series.
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- Summary by Intellect · source: Nintendo Entertainment Planning & Development
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