Gaming consoles have been competing endlessly in terms of sales, features, performance and popularity. But this time, the competition lies on where their homegrown games can be found and accessed.

According to GameSpot, Nintendo lost its rank on being the Top 100 brands mainly because of their stand against getting their games to mobile phones.

Interbrand recently revealed their top 100 brands titled "Best Global Brands," and, for the first time since the brand consultant launched its service, Nintendo didn't make the cut. Apple and Google ranked high on the list taking on the first and second spots, whereas Microsoft landed fourth and Sony took the 58th place.

CEO Yuki Wada of Interbrand Japan revealed to Japan Times that the reason Nintendo didn't make it is their inability to adapt their business to the current trend.

He specifically mentioned Nintendo's unwillingness to develop games for mobile smartphones. He also cited that from their point of view as a brand seeker, they always put into consideration the ability of a brand to adapt to the changing trends of its consumers, and Nintendo has been slow when it comes to that part.

Japan Times also mentioned other brands that made the cut such as Canon, Nissan, Honda, Toyota and Panasonic. Since 2001, this will be the first time Nintendo fails to keep their mark on the list.

Wada insists that their basis for their list has not been all about the popularity of the brand, but also their financial status, their projected profit and how are they able to adapt with what their consumers actually need. The sustainability of the brand has also been considered, declaring how they will continue to provide their consumers demand in the near future.

In another post by GameSpot, Charlie Scibetta of Nintendo said, "We think that the best way to make the software come to life is to make a customed hardware that is tuned so that when you play a game like Super Mario 3D World, you experience Mario jumping, and you experience the dynamic because it's tuned precisely for that hardware."

He also added that if they insist on integrating their games to say, for example, iOS and Android, the essence of all the elements that actually makes the game different will be lost. "Nintendo is unwilling to do this," he stressed.

When asked about how do they deal with the changing world of gaming, Scibetta replied, "I can just tell you what our current stance is, and anything beyond that would just be speculation."