Nintendo's Reggie Fils-Aimé: Mobile introduces the consumer to our IP before they move on to the "full experience"

Nintendo's Reggie Fils-Aimé: Mobile introduces the consumer to our IP before they move on to the "full experience"

Nintendo of America's president and COO Reggie Fils-Aimé has stated that the company's mobile strategy is focused on introducing players to their IP before they move on to the "full experience".

In an interview with Glixel, Fils-Aimé said that the company had seen increased sales for its franchises that have seen mobile adaptations. This includes Niantic's Pokemon GO, as well as Nintendo and DeNA's joint efforts Super Mario Run and Fire Emblem Heroes.

"We see this dynamic of having a consumer be introduced to our IP in this way, and then they go buy the dedicated hardware to have the full experience," he said.

"We saw that with Pokémon, we saw that with Super Mario, last holiday, and we saw it with the launch of Fire Emblem. Our Fire Emblem business grew because of Fire Emblem Heroes."

Big in China?

As well as driving sales of its console titles, Fils-Aimé also noted that its strategy helped give the company a global presence, adding "it's also about getting that adult in India who's never had access to a Nintendo platform but has heard about this thing called Super Mario, to get them engaged.

"China, Korea, all of these markets that historically have not had great access to our content now have access to our IP."

Ironically, China is one of the notable countries that has yet to receive any of Nintendo's mobile games. It was notably uncertain on launching Super Mario Run in the region back in November 2016, and has apparently still not released it months later.

Deputy Editor

Ric has written for for as long as he can remember, and is now Deputy Editor. He likes trains.


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