Before Animal Crossing: New Leaf launched, late Nintendo president Satoru Iwata reportedly made an unusual request: he wanted Nintendo employees to play the game every day. According to former Nintendo UK PR manager Ashley Day, Nintendo Europe employees and its subsidiaries received free copies months before the 3DS title reached the public.
Speaking on the Back Page Podcast, Day said the initiative “came from the top” and from Iwata himself.
“I want everyone, it’s now your job to play New Leaf, like play it every day,”
Iwata reportedly said, according to Day.
Day explained that Iwata wanted employees to experience the habitual nature of Animal Crossing firsthand. The approach reportedly worked, with employees who rarely played games becoming deeply invested in activities such as the Stalk Market and clothing creation.
“He was right,”
Day said, recalling how even sales staff became obsessed with the game. He added that seeing employees discuss Animal Crossing every day helped demonstrate its unique appeal and eventually influenced the company’s marketing efforts.
The strategy also arrived before New Leaf became a major success. Nintendo previously described the game as a title players could enjoy over long periods, with Iwata noting its strong early sales in official financial results. Animal Crossing: New Leaf would go on to become one of the Nintendo 3DS’ most successful games.
