Agenda Setters 2007

Shigeru Miyamoto, Nintendo writer

Position: 28    Last year: Not ranked

Why? Instrumental in bringing games design to the next level

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Nintendo has always been admired for pushing the boundaries of computer games entertainment in ways that make gaming accessible to a wide range of players.

Shigeru Miyamoto has been at the centre of the creativity behind many of the flagship games that kept the console giant top of the pile for most of the 1990s, including Mario, Zelda, Starfox, Nintendogs and Pikmin.

He is seen by many as the father of modern gaming. Miyamoto is also responsible for the product development of the company's highly successful Wii console, his first foray into hardware. Again, the interface, which tracks the player's physical movements, is about providing a journey of discovery.

In the first six months of sales, the Wii matched demand for Microsoft's Xbox 360 and outsold Sony's PS3 four-fold.

As well as being feted by this year's Agenda Setters panel, Miyamoto has also been listed in Time magazine's 100 most influential people of 2007.