Nintendo reiterates that its basic strategy for mobile is to expose people to its IP
Nintendo has reiterated that the main purpose of its mobile games are for marketing and to expose people to its IP.
Axios took a look at the situation surrounding the Big N on mobile given how Dragalia Lost shut down this week. Dr. Mario World and Miitomo were previously closed as well.
Now Nintendo has five mobile games at its disposal: Fire Emblem Heroes, Mario Kart Tour, Super Mario Run, Animal Crossing: Pocket Camp, and Pikmin Bloom. However, these experiences make up a meager amount of Nintendo’s overall revenue. While Switch games and hardware generated $4.5 billion between April and September, the apps earned only $169 million. Mobile tracking firm data.ai also says the Nintendo Switch Online app was downloaded more this year than Fire Emblem Heroes, Animal Crossing: Pocket Camp, and Pikmin Bloom.
Nintendo did mention that making money on mobile is key. However, its “basic strategy with the business is to expand the number of people who have access to Nintendo [intellectual property].”
The full statement reads:
“While we feel the importance of generating revenue and profit through our mobile business, our basic strategy with the business is to expand the number of people who have access to Nintendo [intellectual property]. (Mobile games allow people) to experience new entertainment from Nintendo and get familiar with its IP.”