How does the most 'family-friendly' console manufacturer deal with 'adult' games?

Nintendo's consoles have often been labelled as appealing primarily to younger demographics and ignoring older gamers. While titles such as Call of Duty do well on the PS3 and 360 games such as Pokémon enjoy a great deal of success on Nintendo consoles.

Nintendo's president Satoru Iwata was asked about how he feels 'mature' games affect Nintendo's brand image at a recent investors meeting and he talked about the difficulty of maintaining the family-friendly image Nintendo holds while not alienating other demographics.

In Japan Nintendo games that are rated "C" or above (titles aimed at older audiences) are packaged in black boxes to highlight the differences but this is not the case oversears. Nintendo also face the problem that different territories certify games in different ways and for different reasons, so there is no clear universal classification system.

Commenting on the difficulty of appealing to a wide audience Satoru Iwata doesn't seem to offer any solutions about how they will address it going forward but considering the Wii U is already attracting a wider range of developers, meaning more mature titles may be released, we can assume they are considering their marketing. Speaking of the delicate balance Satoru Iwata had this to say:

Of course, it is natural that Nintendo will mainly offer games rated "A" or "B" or, in other words, games which can be enjoyed by many people in society, and some good examples of such games are "Super Mario Bros." or "Pokémon." If we do not develop such software, Nintendo will not be Nintendo anymore. But it is also true that if only such software is provided for Nintendo platforms, adult users may think it is "childish" or "something we cannot enjoy."