DeNA West CEO thinks “at least 150 or 200 million people” will give Nintendo’s mobile games a shot
DeNA West CEO Shintaro Asako thinks that there’s a big opportunity for Nintendo’s upcoming mobile games to reach a huge number of people. In an interview with alistdaily, Asako expressed his belief that “at least 150 or 200 million people” will try out these offerings when they’re ready for launch.
Asako told the site:
“Hundreds of millions of people have bought Nintendo consoles. Those are people who decided to spend a minimum of $200 just to get access to Nintendo IP. That number is already twice as big as the Candy Crush total user base. Not only that, every single person buying Nintendo devices spends an average of about $100 per year on software. So I have no question that when Nintendo’s mobile games come out, at least 150 or 200 million people will try it. These people are super core Nintendo fans who used to spending $150 to $250 just to access the content. Let’s say only 10% end up playing, and then those users pay $3 a month, that’s still perhaps a $60 million dollar a month game.”
alistdaily also asked about the marketing strategy he thinks will be necessary for Nintendo’s mobile games. Regarding this, Asako said:
“We know Nintendo IP is powerful, but we need to let people know the game is coming out. From that perspective I think mass marketing makes sense for Nintendo games. Usually you have more on digital marketing and later on the mass marketing kicks in, because you don’t want to start mass marketing until you’ve evaluated LTV (long-term value), because otherwise you might be wasting money. When you have strong IP like Nintendo you can kind of predict what kind of installs you can get, so to reach the level of mass-marketing isn’t that much of a risk.”
