Video game developers should resist the temptation to produce only sequels of established hits and games based on horror and revenge, Nintendo Co.'s top designer said Thursday.

"I always want that first reaction to be emotion, to be positive — to give a sense of satisfaction, glee," Miyamoto told thousands of developers attending the annual Game Developer Conference here. "Certain obstacles may temporarily raise feelings of suspense, competition, even frustration. But we always want that final result, that final emotion, to be a positive one."

Time Magazine called him "the Stephen Spielberg of video games."