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Talking Point: Why Nintendo is correct to be careful with mobile


After many years of denying any interest and avoiding the problem, Nintendo has become a fully engaged mobile developer. Yes, having the company's mascot in its first game was a strong signal of how seriously it took the mobile platform, but it was just to dip the toe. The current and upcoming show shows that the experiments have worked and the Kyoto company has jumped all the way into the mobile pool. The company is flourishing.

Nintendo's road to mobile development was a little rocky. Miyamoto was disappointed with Super Mario Run and quoted its fixed cost model and aspects of its design as errors. The game was spoken in accordance with expectations from home, but hits like turn-based battler Fire Emblem Heroes and action RPG Dragalia Lost has proven to be very successful ̵

1; enough to outweigh the winds as Miitomo the lifestyle … social … things that Miitomo was.

As former president of NOA Reggie Fils-Aimé explained last year, it took time to find out what would work for the company in the mobile room:

Home system games, if transplanted to a mobile device, would not transfer also. We needed to work through revenue … as we are driven to make money. And we needed to work through how we should be effective on platforms and marketplaces that we ourselves do not own. It took time.

It seems that the company is still learning, but Nintendo turns out to be good at operating on other company's hardware, and with the mobile audience dwarfing the dedicated computer game hardware market, it's just as good. [19659003] Although not developmentally related to Pokémon Rumble Rush or Pokémon GO recently released the company massively distributes the brand association with the latter's monster success and its association with Pokémon : Let's Go Pikachu & Eevee directly feed the mobile audience to its dedicated hardware ecosystem (although 3DS finally enters the good evening, Switch has the ecosystem to itself). The game co-recorded the mechanics of Niantic's mobile hit in a direct effort to attract mobile players to Switch, but as Reggie mentioned, it is Nintendo's goal to get its IP across a number of media and make them all feed to each other. [19659008] Miitomo “/>

Hey, they can't all win, right?

Nintendo's next mobile venture, the upcoming Mario Kart Tour entered a closed beta on Android devices this week and first leaked impressions have revealed the first details. It is an "auto-driver" in the same way that Super Mario Run is an auto-runner – you just control a finger and press to use the items you download. Choosing the right combination of character and map gives you an advantage on certain tracks that seem to be taken from the main games. Reports that the multiplayer may not work as expected indicate that it will not give court the same curse-giving experience as the main entrances, but instead works in the same way as the Toad Rally mode in Super Mario Run and user a CPU-controlled racer to "represent" a friend's profile. Having said that, it seems to be a relatively fully-featured version of the card race that offers solo MK excitement and release in portrait mode with just a single number, albeit with the required tiered currencies, rewards and smoothing common to mobile game. [19659003] In addition to getting Mario Kart in the hands of more people, how Mario Kart Tour will feed back directly to the main series is less obvious than at Pokémon Go. To some extent, it seems less important – more people who interact with IP are probably alone. It seems that the company learned a little faster in the mobile sector than it did in the online space, and it has quickly caught on to the systems that make the most profitable mobile game tick, as shown by Fire Emblem Heroes, Dragalia Lost and Animal Crossing: Pocket Camp . Mario Kart Tour seems loaded with plenty of opportunities for players to release money, although these systems do not jive comfortably with Nintendo's appalling, family-friendly image, and this is far too attentive to this. Although you would imagine sulfur trading, the two areas of its software business would be a goal – with a platform that leads consumers to the other. It may be to have these two branches separated.

Nicely to Avoid the Nickel-and-Dime Repeat With the worst micro-transaction mechanism, its mobile partners have reported being limited to limiting how much players can use, an unequal position for any company with the shareholders to take. More drastically, when Belgium takes action against pay-to-win mechanics in play (initiated by the backlash of EA's intricate loot box systems), Nintendo recently announced that its Animal Crossing and Fire Emblem apps will be pulled from the country, closing up the shop in August, while future apps that use similar systems simply won't release there. With these mechanics so deeply involved in these games, the potential pitfalls are already highlighted if other countries take action to slow down micro-transactions.

  Fire Emblems Heroes have been a great success, but we can expect it to have a meaningful crossover with the forthcoming Fire Emblem: Three Houses?
Four Emblems Heroes have been a great success, but we can expect it to have a meaningful crossover with the upcoming Fire Emblem: Three Houses ?

In a mobile ecosystem that is often characterized by waves of low quality clots and clickers, Nintendo has an established brand and reputation to protect. This is very much a double-edged sword – on the one hand, a game starting with the Nintendo Attached Name will get instant recognition and cache, but it will also take into account any criticism if public opinion or perhaps worse governments are turning against the kind of game it is putting under its brand, which in turn could infect its other concerns. From this perspective, it is in favor of the company to keep its mobile efforts isolated from its healthy hardware offerings.

Console software's profits can start to look quaint compared to the kind of money some companies make in with free games [19659017] But when you look at the big sums of money to be made, it's easy to see how Investors' eyes may be blowing over when Nintendo President Shuntaro Furukawa discusses the additional potential of dedicated hardware over alternative ways to deliver Nintendo games to consumers. That's not to say that shareholders are unhappy with Switch's performance, but as we sometimes see from some of their tone deaf issues, it is understandable that massive mobile profits can draw attention to the hard earned dollars of dedicated hardware brings in, but stable, business is. Console software profits can start to look quaint compared to that kind of money some companies raking in with free-to-play games. King's Candy Crush mobile series had players spend an average of $ 4.2 million a day last year. Every single day . The logical question in some investors' minds – especially those who are not gamers – should be why & nbsp; this messy console business at all? & # 39; A stable influx of mobile hits could do the same number of stores, no? [19659003] However, Nintendo is a cautious company; One has built a legacy for years and one accustomed to the overall control of a platform owner. Following the Belgian ban and with all the political rumblings over loot boxes across the globe, the cautious approach is not unjustified. As a family-friendly brand according to Disney, it's a lot to question its reputation for a few light millions (or billions of dollars). It's taken a big step in the mobile pool – it's been a while yet before we see any showboating diver. We can all imagine incredible ways that mobile versions of their largest IPs are potentially interacting with the Switch games, but keeping them separate is safer .

So, while waiting to see what is happening to fake boxes and the pay-to-win mechanics in the coming months and years, we will continue to see that the company is pumping its IP & # 39; on mobile devices, but we imagine they will only have conservative cross-promotion links to their Switch-based counterparts. It will be fascinating to see if the connections between Pokémon Go and Pokémon Sword & Shield expand on the limited Let & # 39; s Go Pikachu / Eevee link, but our gut says it will be a similar setup. 19659020] The doctor is in! Mario again puts the white coat in the mobile game Dr. Mario World, targeting a global summer release from 2019. #DrMario https://t.co/DTRBympHj0 pic.twitter.com/RfMZbbs3Mp – Nintendo of America (@NintendoAmerica) January 31, 2019

What's next in the pipeline? Coming in "early summer" is puzzle Dr. Mario World an IP that probably fits naturally in the mobile room. The details are scarce at the moment, but it's easy to imagine how it can work on your mobile. Besides that, it's someone's guess. After the Switch's launch, the Wall Street Journal reported that there was a Zelda game in the works for smartphones, but we haven't heard a peep page. What shape can it take? A real top-down Zelda with timed dungeons or locks? A match-three rupee game hosted by Tingle, somehow transferring currency to the next Zelda console? We wanted to play it.

Other franchises are more clearly mature for mobile iteration. Puzzle games seem to be a no-brainer, but we haven't yet seen a Nintendo brand Picross game on mobile. Something like Game Freak's Pocket Card Jockey could work really well. Mario Kart Tour seems to show that racers can work too, what about "F2P-Zero", a mobile return to the blistering fast franchise we all want to see Nintendo work on again …

"Spend 300 gems to get boost power! "

Okay, maybe the entire company's IP is not mobile, but it seems that the intention is to increase investment in the mobile sector so we can expect to see a wider range of genres coming for our phones. It may well do console games, but we may be comforting that Nintendo is so slow to adopt new trends. It will take a long time before the firm gives up on dedicated hardware.

Want to see more interaction between Nintendo's mobile and home console output? Do you think the company is convinced when it comes to protecting its brand? Share your thoughts in the comments.

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