Streaming of live gameplay onto services like Twitch has become a key part of both Sony and Microsoft's strategies for their new-generation consoles, but Nintendo is not interested in bringing such a feature to the Wii U.

In an interview at E3, Nintendo of America president Reggie Fils-Aime told Polygon that the Japanese company would apply the same philosophy to any decision on a streaming service as it applies to all of its content: It has to be fun. Apparently gameplay streaming doesn't meet that criteria.

"We don't think streaming 30 minutes of gameplay by itself is a lot of fun," said Fils-Aime.

Nintendo does have a partnership with Twitch, where it broadcasts its own events. "We're looking to do a lot of great things with Twitch," he said. "The Nintendo Treehouse Live at E3 that we're executing through Twitch is doing fantastic numbers.

"[But] your specific question of just purely streaming gameplay, what we've got to think through is, so what's fun about that? From a consumer standpoint, what's fun about it?" asked Fils-Aime.

Videos of Nintendo games can result in fun content, he elaborated, but it needs to be more focused, curated.

Mario Kart 8 includes a Mario Kart TV feature which enables players to view replays and then upload a highlight reel to YouTube. Fils-Aime pointed to this as an example of Nintendo's preferred approach.

"Kart is fun because it's a highlight of the race," he said. "You can make some choices as to what parts are going to be shared. We think that makes it interesting, and obviously the meme of the Luigi death stare is wonderful when that comes out of that type of experience. But in the end we've got to make sure that it's fun."

Live streaming is primarily of interest to gamers when it gives them tips for improving their own gameplay, Nintendo believes.

"So for us, what we're doing at the Nokia theatre with the Smash Invitational, we loved that streamed because that's where you are able to see how these players perform, the moves they make, you can learn something," claimed Fils-Aime. "That has value to us. And you can expect us to do more of that type of activity, highlighting our games and providing a forum for players to learn how to play better.

"But that's different than watching Joe Blow's 30 minute stream, which may or may not have something that's all that interesting."