Tributes are flooding in for former Nintendo president Hiroshi Yamauchi, after his death was confirmed in an emailed statement.
The Japanese businessman, 85, was praised for transforming games company Nintendo.
Mr Yamauchi, great-grandson of Nintendo founder Fusajiro Yamauchi, ran the firm for 53 years from 1949 until 2002. Under his tenure, the company introduced legendary game franchises including Mario, Donkey Kong, Pokémon and The Legend of Zelda.
Rob Crossley, associate editor of Computer and Video Games magazine, told the BBC:
"This man was the president of Nintendo during the NES, the SNES, the N64 and the Gamecube - the first two were transformative pieces of electronic entertainment."
It's a sad day for all gamers. Here's what Nintendo fans had to say:
RIP Hiroshi Yamauchi. He left behind an amazing legacy.Saku Hatakka (@spatss7) September 19, 2013
RIP Hiroshi Yamauchi- man who ran Nintendo, creator of Super Mario, Donkey Kong, Zelda :'( sad life #respectCj Lagahit (@CjLagahit) September 19, 2013
RIP business mastermind/ruthless genius Hiroshi Yamauchi. If you ever loved anything to do with Nintendo, you have him to thank.James Gates (@jamespetergates) September 19, 2013
RIP Hiroshi Yamauchi. One of the single biggest names in videogame history ever, with a legacy to match. Thanks for all the gaming memories.graphure (@graphure) September 19, 2013
RIP Hiroshi Yamauchi. You helped form the company the was the largest part of my childhood. From kid to adult, thank you for all you did.Julia Alexander (@loudmouthjulia) September 19, 2013
Very rare that 1 man defines a company's strategy for over 50 years. I'll raise a controller to Hiroshi Yamauchi tonightPaz Bassra (@PazBassra) September 19, 2013
RIP to Nintendo's Hiroshi Yamauchi. What a brilliant, world-changing innovator. You gave nerds everywhere.. well, everything.jono (@TheWordOfJono) September 19, 2013