Nintendo uses mobile games for marketing

The Japanese gaming giant considers mobile games a way to reach people in countries where the Switch hasn’t launched, to act as introductions to its IPs.
The cast of dregalia lost

The Japanese gaming giant Nintendo has been releasing mobile games for six years now. Despite the company’s vast experience in making games, it had meager success at best on the mobile front.

Related: Nintendo establishes new joint venture company with DeNa

According to its most recent financial statement, Nintendo’s revenue from mobile games has been dropping. From April through September, the company earned $4.5 billion from Nintendo Switch games and hardware, but just $169 million from mobile games and other income related to its intellectual property.

A company representative told Axios the following statement,

“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].”

The company also stated,

“We are focusing on delivering great experiences for our current mobile games through continued updates and improvements while also considering new applications for the future.”

Recently, Nintendo shut down Dragalia Lost, a mobile game co-developed by Nintendo and Cygames. The company now has only five mobile games remaining: Super Mario Run, Fire Emblem Heroes, Animal Crossing Pocket Camp, Mario Kart Tour, and Pikmin Bloom, which was published by Niantic.

As for the thriving Pokémon Go, the Pokémon series is co-owned by Nintendo and The Pokémon Company and is handled separately from Nintendo’s other businesses.

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