Satoru Iwata says it is "critical" that Nintendo releases only "incredibly high-quality products" after rise of less expensive smartphone games.

Rushing core titles to market is an ill-advised move, because winning back lost trust is no easy task, according to Nintendo president Satoru Iwata.

Speaking as part of a Nintendo E3 analyst briefing, Iwata said it is "critical" that Nintendo releases only well-polished games even if that means missing release dates from time to time.

"It is not an easy task to regain the trust of the fans of a franchise once you lose it," Iwata said. "Therefore, it is critical for us to improve and re-polish any game that we feel is still lacking in quality. Failing to do so, we feel, would be detrimental to what makes our strong franchises the valuable assets that they are."

Iwata explained that consumers will be compelled by Nintendo's games only if they are "incredibly high-quality products," due in part to the rise of less expensive smartphone games.

"I think it is becoming increasingly more difficult to have consumers understand and appreciate the value that a particular game offers than ever before," Iwata said. "For example, it is now common to find on smart devices a large volume of products categorized as games selling for one dollar. With countless games offered for free, consumers are far more careful than ever to decide whether it is worthwhile to spend dozens of dollars to buy one game."

"Under these circumstances, we feel that it is important to offer games that are even more polished than before in terms of quality to have consumers buy our products, understand the value that they offer, and recommend them to others by word-of-mouth," he added. "It now requires incredibly high-quality products to satisfy consumers to the level where they feel compelled to recommend them to others; the barriers are indeed higher than before."

Nintendo has no plans to bring any of its franchises to smartphones or tablets. The company said last week that the most effective way to leverage its brands is to release franchises on its own hardware, like the 3DS or Wii U.

"If you ported that same software to another device, you wouldn't have that same responsiveness," senior communications director Charlie Scibetta said. "You wouldn't have the same controls that Mr. Miyamoto and his teams designed it for."

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