Nin­tendo to re­lease first iPhone su­perMario Game

China Daily (Canada) - - NEWS CAPSULE - By BLOOMBERG

Nin­tendo Co will re­lease Su­per Mario Run world­wide for Ap­ple Inc’s iPhone and iPad on Dec 15 in US time zones, a highly an­tic­i­pated launch that has a high bar for suc­cess after this sum­mer’s Poke­mon Go phe­nom­e­non.

The game, the first mo­bile edi­tion star­ring one of Nin­tendo’s most iconic char­ac­ters, will be free to down­load ini­tially, and in­clude an op­tional one-off pay­ment of $9.99 to un­lock all of the fea­tures.

In ad­di­tion to English and Ja­panese, Su­per Mario Run will be avail­able in sev­eral other lan­guages, Nin­tendo said in a state­ment on Tues­day.

The model of lur­ing in play­ers with a free ver­sion and then a one-time price is “a great strat­egy by Nin­tendo”, said Neil Cam­pling, an an­a­lyst at North­ern Trust Cap­i­talMar­kets.

Many suc­cess­ful mo­bile games, such as Su­per­cell Oy’s Clash of Clans, which is also free but lets play­ers buy “gems” with real-world cur­rency, have seen an­nual spend­ing of $100 a year per gamer, he said.

“To set a low in­cen­tive and then a low to­tal cost when en­gaged could set Nin­tendo on a dif­fer­en­ti­ated path, which ul­ti­mately could be a game changer,” Cam­pling said.

Nin­tendo’s shares rose 2.4 per­cent to 25,445 yen in Tokyo. The stock is up more than 50 per­cent this year, com­pared with a 6 per­cent de­cline in the Nikkei 225 In­dex.

Su­per Mario Run’s pric­ing struc­ture means play­ers can feel like they’re get­ting a bar­gain, Cam­pling said, since it’s about the same price as a one-month sub­scrip­tion to Net­flix or Spo­tify and a frac­tion of the cost of a tra­di­tional game.

Ky­oto, Ja­pan-based Nin­tendo has said any an­tic­i­pated im­pact from the new game is al­ready in­cluded in its earn­ings fore­cast for the cur­rent fis­cal pe­riod, and that Su­per Mario Run will also be in­tro­duced for An­droid-based de­vices at a later date.

Su­per Mario Run marks the first time Nin­tendo’s pop­u­lar fran­chise is ap­pear­ing on a smart­phone.

Shigeru Miyamoto, one of the cre­ators of the orig­i­nal Mario game, gave a short demon­stra­tion of the game at Ap­ple’s an­nual iPhone event in Septem­ber.

BLOOMBERG

A boy re­acts as he plays Su­per Mario Maker, de­vel­oped and pub­lished by Nin­tendo Co for the Wii U, at the Leg­ends of Gam­ing Live event in Lon­don.

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