Japanese video game company Nintendo NTDOY is breaking new ground by expanding beyond the confines of traditional console gaming.
Much like other video games that have made a significant impact on popular culture, Nintendo is now moving into broader entertainment avenues.
What Happened: With its widespread influence, dedicated fan base and the recent introduction of theme parks and a movie, Nintendo is poised to make a major impact in the broader entertainment industry.
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Nintendo just opened its second theme park — Super Nintendo World — at Universal Studios, Hollywood, and will soon be releasing the first Super Mario Bros animated movie. Nintendo is collaborating with Illumination, the animation company that created “Despicable Me” and “The Secret Life of Pets,” on the movie.
This strategic shift into new media begins with the iconic character of Mario. Super Nintendo World currently solely centers around Mario and the Mushroom Kingdom, stated the report. The restrooms are also designed with an underwater-level aesthetic from the original Super Mario Bros.
Shinya Takahashi, Nintendo’s senior managing executive officer, told The Verge that though people view Nintendo as a gaming company, they have always perceived themselves as an entertainment company.
Mario creator Shigeru Miyamoto is playing a significant role in these projects.
“I think it’s having the intended effect of introducing and providing more opportunities and touchpoints for people to interact with and know Mario,” Miyamoto says of the theme parks, according to The Verge..
Why It’s Important: While Nintendo is closely connected to video games, its shift to these new monetizing avenues indicates the company’s willingness to take risks and adapt to changing consumer preferences, stated the report. Numerous video game franchises have been adapted for cinema and television in recent years. “Halo,” “The Last of Us” and “League of Legends” are a few of the well-known titles. Even streaming giant Netflix Inc. NFLX is trying to make gaming a significant part of its future.
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