The president and COO of Nintendo of America Reggie Fils-Aime spoke at E3 and proudly declared that "Nintendo is not a fad." He said this in response to the people who have dismissed both the Wii and Nintendo DS as simply a novelty.

It would be remembered that Reggie was very confident of his company's chances in the gaming industry months back. Well, it looks like his prediction has come true as he announced that "So far this year, exactly 69 per cent of all games industry growth comes directly from the sales of Nintendo products."

This is unsurprising considering the numbers that they've been posting on the charts. He followed this up by addressing those who have been calling Nintendo a fad.

I don't live in a cave. I know what some people are saying - sure, that's all happening now, but it's just a fad. If I were in their shoes I'd been saying the same. But here's the reality - the DS flew by the 40 million worldwide sales mark worldwide months ago, and unquestionably remains the best selling console.

The reality is this: Nintendo is not a fad. Nintendo is the future.

So does this mean bigger things from Nintendo? Well, Fils-Aime certainly hinted at it. We can only guess at what the big N has in store for the future, but if this upward trend continues, you can probably bet that gamers will reap the rewards.