Nintendo has announced it has hired the anti-piracy director of global media giant Warner Bros’ to head up its fight against sellers of DS piracy equipment.

Neil Boyd has warned stores if they continue to sell Region 4 cartridges they risk permanently damaging their relationship with Nintendo.

Boyd also called on ISPs to put more pressure on consumers they know are illegally downloading games.

Boyd will work under Jodi Daugherty, Nintendo’s senior global director for anti-piracy.