Ever since Nintendo announced that they will be entering the mobile gaming business, fans and pundits alike have speculated about the Big N’s potential success. With Nintendo’s first mobile game being released by the end of this year, it will be interesting to see the fans’ response to it. For DeNA West CEO Shintaro Asako, he believes that at least 150 to 200 million people will try out Nintendo’s mobile games.
“Hundreds of millions of people have bought Nintendo consoles. Those are people who decided to spend a minimum of $200 just to get access to Nintendo IP. That number is already twice as big as the Candy Crush total user base. Not only that, every single person buying Nintendo devices spends an average of about $100 per year on software. So I have no question that when Nintendo’s mobile games come out, at least 150 or 200 million people will try it. These people are super core Nintendo fans who used to spending $150 to $250 just to access the content. Let’s say only 10% end up playing, and then those users pay $3 a month, that’s still perhaps a $60 million dollar a month game.”
— Shintaro Asako
Because the Nintendo brand is so strong, Asako believes that Nintendo should start their mass marketing campaign from the get-go.
“Usually you have more on digital marketing and later on the mass marketing kicks in, because you don’t want to start mass marketing until you’ve evaluated LTV (long-term value), because otherwise you might be wasting money. When you have strong IP like Nintendo you can kind of predict what kind of installs you can get, so to reach the level of mass-marketing isn’t that much of a risk.”
— Shintaro Asako
Nintendo is an established brand with a great track record and a dedicated fan base. Given the dedication of Nintendo’s core audience, I don’t see them having much of a problem reaching 150 million users or more. How many people do you think will try out Nintendo’s mobile games? Let us know in the comments below!
Source: A List Daily