Nintendo fans across the world are paying their respects to the late Satoru Iwata and thanking him for his work.
The responses reflect the fact that Iwata was more than just a CEO - he was a key figure in the Nintendo's communication with its fans.
His Iwata Asks interview series and Nintendo Direct appearances helped cement him as a mascot almost as important as the characters in his company's games.
Iwata regularly appeared in video announcements from the company, although took a step back from presenting last summer due to his illness.
Shortly after his death was announced, fans began posting their reactions to social media using the hashtag #ThankYouIwata.
Here are just a few of the responses:
Thanks for my childhood, Mr. Iwata! pic.twitter.com/X3xJ38EsQ4— Ronnie (@RonnieFilyaw) July 13, 2015
It's dangerous to go alone. Take our hearts, Iwata-San. Rest in peace. #ThankYouIwata— Take This (@TakeThisOrg) July 13, 2015
Last month :( pic.twitter.com/7byImrBKZC— Chris Scullion (@scully1888) July 13, 2015
Rest In Peace, Satoru Iwata. pic.twitter.com/LEkupVPZKq— Link (@Linkstagram) July 13, 2015
"Video games are meant to be just one thing. Fun. Fun for everyone." pic.twitter.com/7amdej5YdU— Jason Caffoe (@jcaffoe) July 13, 2015