Since June 2013, in lieu of traditional large-scale Electronic Entertainment Expo (E3) press conferences, Nintendo has opted to utilize the Nintendo Direct platform as an alternative method of conveying its news. Speaking at an annual March financial results briefing just two months prior, Nintendo CEO Satoru Iwata stated that the company’s decision was determined by the fact that “different people demand different types of information”, and that the Nintendo Direct platform had established itself to the point that Nintendo would “be able to deliver [their] messages more appropriately and effectively … based on the various needs of different groups of people”.  Christopher Dring of GamesIndustry. biz observed that the last press conference that Nintendo held at E3 in 2012 featured too much of a mix between Nintendo's new hardware for the Wii U and game announcements. Compared to other press conferences held that year, Nintendo's presentation left little for fans of the company to be excited for. By switching to Nintendo Directs, Dring opined that the company was able to better connect to fans using the Nintendo Direct presentations, made the faces of Nintendo's executives more visible, as well as having Directs outside of the E3 cycle to provide more frequent updates on game and hardware releases.