 Nintendo has hoped to target a wider demographic with its console than that of others in the seventh generation . At a press conference for the then @-@ upcoming Nintendo DS game Dragon Quest IX : Sentinels of the Starry Skies in December 2006 , Satoru Iwata insisted " We 're not thinking about fighting Sony , but about how many people we can get to play games . The thing we 're thinking about most is not portable systems , consoles , and so forth , but that we want to get new people playing games . " This is reflected in Nintendo 's series of television advertisements in North America ( directed by Academy Award winner Stephen Gaghan ) and its Internet ads . The advertising slogans were " Wii would like to play " and " Experience a new way to play " ; the ads began November 15 , 2006 , and had a total budget of over US $ 200 million for the year . The productions were Nintendo 's first broad @-@ based advertising strategy and included a two @-@ minute video clip showing an assortment of people enjoying the Wii system : urban apartment @-@ dwellers , ranchers , grandparents , and parents with their children . The music in the ads was from the song " Kodo ( Inside the Sun Remix ) " by the Yoshida Brothers . The marketing campaign was successful ; pensioners as old as 103 were reported to be playing the Wii in the United Kingdom . A report by the British newspaper The People also stated that Queen Elizabeth II of the United Kingdom has used the console . 
