Non-games are a class of software on the border between video games and toys. The original term "non-game game" was coined by late Nintendo president Satoru Iwata, who describes it as "a form of entertainment that really doesn't have a winner, or even a real conclusion". Will Wright had previously used the term "software toy" for the same purpose. The main difference between non-games and traditional video games is the lack of structured goals, objectives, and challenges. This allows the player a greater degree of self-expression through freeform play, since they can set up their own goals to achieve.