Nintendo investors’ meetings aren’t necessarily aimed at the general public, but they can give a general indication of where the company are heading in terms of direction. While nothing specific around the company’s future is rarely ever said here, and this latest meeting is no different in that regard, the Nintendo investors’ meeting did share some impressive mobile download and Nintendo Switch Online numbers, while also hinting at future IP expansion beyond gaming in the future.
Much of the presentation is filled with buzzwords and discussions only really of interest to those with the purse strings funneling money into the company. They may not play games often, but they know Mario means money, and a reminder of Mario’s 35th anniversary celebrations and the products being sold for it are exactly what those people want to hear. Where things become more interesting is in the discussion of how the company seeks to continue their long-followed blue ocean strategy of attracting more gamers and expanding gaming experiences that the company has followed since the Wii and DS days. In this regard, the company has expanded their IPs into new directions like the previously-announced theme parks, movie with Illumination, mobile games and merchandise.
It’s through this discussion that we now know that mobile game downloads now exceed 650 million and have been successful in the company’s eyes in bringing people into the Nintendo ecosystem. They claim this has caused ‘a number of consumers to develop an in interest in… experiences offered by our video game systems’. Similarly, these games have caused significant spikes in Nintendo account creation to over 200million. Once players are invested and move onto larger systems, some have gone on to want Nintendo Switch Online accounts as a result of these titles, with spikes accompanying releases like Animal Crossing helping the company reach 26 million paid users.
Going forward, this means further IP expansion. The Mario movie by Illumination in 2022 could be followed by other properties, with all other expansions being used to ultimately drive interest in the games that feature Nintendo IP.
Nintendo want you buying games, and considering they reported that games sales went up and COVID drove digital sales into the majority of overall sales according to numbers shared in this investors’ meeting, they’re succeeding at that. With the success of Nintendo Switch, that seems likely to continue.