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Nintendo and the Mobile Market

Sonic Boom

@JohanSSB4 Twitter
Earlier this year, Nintendo announced that they would be entering the mobile scene in a partnership with mobile gaming developer DeNA. Nintendo bought 10% of DeNA for 181 million $US, while DeNA gained 1.24% of the company.


There was also talk about a cross-platform system between smartphones and tablets with Nintendo consoles to be released this fall. It's assumed to be the precursor to the still-in-planning-stages NX, a console that would bridge Nintendo console with mobile gaming completely.

As it stands right now, little news has been released concerning the development since then. We've known about the Mario game taking gameplay cues from the mobile hit Puzzles and Dragons, which itself will see a release on the Nintendo 3DS really soon. It was also announced today that according to a Sankei publication, the producer of the last 4 Mario Kart games will be in charge of Nintendo's mobile gaming branch.

It's a safe bet to assume we'll be hearing more about the mobile expansion next month at E3.

Excitable Boy

is a metaphor
From the investor meeting:

Regarding this subject, we announced our business alliance with DeNA on March 17. Each of our companies offers unique strengths, and we are confident that when combined, the synergies will enable us to compete strongly in the smart device space.

We will start the service for the first game application by the end of this calendar year. Internally at Nintendo, we have executed several organizational and personnel changes in order to properly operate the smart device business, and we will make further changes before the first release.

As we confirmed on March 17, all of our IP can be considered for a smart device game. On the other hand, since the game business on smart devices is already severely competitive, even with highly popular IP, the odds of success are quite low if consumers cannot appreciate the quality of a game. Also, if we were simply to port software that already has a track record on a dedicated game system, it would not match the play styles of smart devices, and the appropriate business models are different between the two, so we would not anticipate a great result. If we did not aim to achieve a significant result, it would be meaningless for us to do it at all. Accordingly, we are going to carefully select appropriate IP and titles for our smart device deployment.

Regarding the number of the titles, you may want to know that we will release approximately five titles by the end of the next fiscal year, which is the end of March 2017. You may think it is a small number, but when we aim to make each title a hit, and because we want to thoroughly operate every one of them for a significant amount of time after their releases, this is not a small number at all and should demonstrate our serious commitment to the smart device business.

We will strive to expand this business into global markets at a steady pace so that eventually we will entertain hundreds of millions of people all around the world. We are aiming to make this one of the pillars of Nintendo’s revenue structure.