Wednesday, September 14, 2016

Nintendo Aims to Rescue Profits With Mario's Jump to Smartphones; 'Super Mario Run' coming to iPhones and iPads by December

'Super Mario Run' coming to iPhones and iPads by December

Nintendo Corp. based in Japan has recently fallen on hard times.  A onetime giant in the video gaming industry has become nothing more than an afterthought as it’s faced an ever growing list of competitors and the emerging App industry.  Recently, it seems that Nintendo is shifting strategies and using the Summer Olympic Games in Tokyo, Japan 2020, its home country to catapult a global marketing campaign that intends to capitalize on the worlds largest sports event.  In addition, to a very public appearance by its famed video game character Super Mario with the president of Japan at the Rio Closing Ceremonies Mario,  Nintendo also announced the introduction of a new game for iPhones and iPads ‘Super Mario Run’  in San Francisco with Apple CEO Tim Cook.   The free-to-download action game, is scheduled to launch in December, and has a very similar feel to that of the original console series and is optimized for smartphones. Initial response to the announcement has been favorable as, Nintendo shares jumped 13% to ¥27,955 ($274.77) in Tokyo trading. Investors have long called on Nintendo to take its popular game franchises to smartphones as a way to cover declines in its console business.   

This article demonstrates some of the themes read in the book related to International Marketing.  Nintendo took advantage of global events (Japan Olympics in 2020, joint announcement with Apple) to fuel its global campaign to drive a new revenue stream in iPhone Apps.  Opportunistic Global Marketing leveraging one of the world’s most visible and watched events maybe enough to kick start Nintendo into a new era.

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