Guillemot’s reasons for optimism actually lined up with the direction that, in retrospect, Ubisoft went. "We think it will take a lot of new gamers to the industry." "When we saw this console and the controller, we thought it was, for us, a good time to create all new product for that console,” he said. Ubisoft’s Yves Guillemot certainly was passionate for Wii U at the time. The third-party company was set to be a “most important partner” for Nintendo, showing “stronger support than ever before.” This was supposed to be the start of a bold, new direction for Nintendo, one that encouraged third parties instead of chasing them away. The reasoning for the curious event seemed evident when Iwata introduced Ubisoft. While Nintendo has occasionally brought in third-party publishers and developers into their events, they rarely handed off the reins to an entire other company. It was, according to Nintendo President Satoru Iwata, “a first during (his) presidency at Nintendo.” The third-party publisher Ubisoft was given the chance to present their Wii U lineup at a Nintendo event. Midway through that E3, Nintendo hosted a developer discussion, as they usually do at the event. The system was a mystery and filled with potential. At E3 2011, Nintendo’s Wii U was first revealed to the world alongside a variety of demos that Nintendo termed “experiences” because they weren’t representative of full games.
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