Hiroshi Yamauchi (JP) (November 7, 1927 - September 19, 2013) was the third president of Nintendo. He served as president for over 50 years and was the last member of the Yamauchi family to be president of Nintendo, after Satoru Iwata succeded him. He was a key figure in transforming Nintendo from a small company into a prolific video game developer and publisher.

His great-grandfather was Fusajiro Yamauchi, the founder of the company.


When Yamauchi first became president of Nintendo, the company was a major producer of Hanafuda cards in Japan. Under Yamauchi, Nintendo went into toys and the coin-op business before entering the home console market and revitalizing the video game industry in the US.

Yamauchi was known for being a ruthless and intimidating leader. He was also known in the years of NES and SNES for being able to predict the twists and turns of the video game market, even though he himself only played a video game once in his life and hated it.

Hiroshi Yamauchi stepped down from his position as president of Nintendo in May 2002, when Satoru Iwata took over his position, and became the Chairman of the Board of Directors. He then retired from the company entirely after a shareholder's meeting on June 29th, 2005, though still chose to keep stock in Nintendo (he was the leading stock holder), leading him to become the 12th richest man in Japan due to the success of the Wii and Nintendo DS.

Hiroshi Yamauchi passed away on September 19, 2013 following complications of pneumonia.

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