Nintendo (news - web sites) Co. will take a different tack from rivals Sony Corp (news - web sites). and Microsoft Corp. and refuse to make increasinly powerful video-game machines in the race for bigger market share, the new president said Thursday. The Kyoto-based game maker that brought the world Pokemon and Super Mario must take a new and distinctive approach as an entertainment company, concentrating on creating better games, said Satoru Iwata, who took his post last week. "We can't be optimistic about the game market. No matter what great product you come up with, people get bored," he said at a meeting with analysts at a Tokyo hotel. "I feel like a chef cooking for a king who's full."

Sony's PlayStation 2 (news - web sites) has been leading the pack with 30 million sold worldwide in the three-way game war that also includes the Nintendo GameCube and Microsoft Xbox (news - web sites). Nintendo has shipped about 4 million GameCube machines, while Microsoft is expecting to ship 3.5 million to 4 million Xbox consoles by the end of June. All three makers have slashed machine prices recently to woo game fans around the world.