Nintendo designer Shigeru Miyamoto has said that although he could create a game like Halo, he prefers to find new ways to go beyond gamers' expectations.
"I could make Halo," he told Entertainment Weekly. "It's not that I couldn't design that game. It's just that I choose not to.
"One thing about my game design is that I never try to look for what people want and then try to make that game design," Miyamoto continued. "I always try to create new experiences that are fun to play."
Miyamoto's more recent titles include Wii launch title The Legend of Zelda: Twilight Princess. The game was highly anticipated but as he conceded, sales have been below expectations in some territories.
"To be honest with you, Zelda: Twilight Princess is not doing very well at all in Japan. It is very disappointing," said Miyamoto. "But it is doing okay here in America."
Asked whether there are any real-world issues he'd consider making the basis of a game, Miyamoto identified children who don't give up their seats to the elderly on public transport and people who don't pay taxes.
"I look at places in the world where people understand that paying taxes to the government helps society. In Japan there's not that understanding," he concluded.