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Nintendo is officially using its beloved stars of the franchise to be in smartphone games.
Miitomo is Nintendo’s first mobile game, however, Nintendo never fully intended to use their franchise in mobile arena. Tasumi Kimishima, Nintendo’s President, said that “we believe that smart device users will enjoy Miitomo as we are offering Nintendo IP called Mii with which anyone can feel an affinity.”
Nintendo is planning to release four more smartphone apps after Miitomo by March 2017. By doing this they can popularize existing IP and expand and develop new character IP, Shinya Takahashi, general manager of Nintendo’s game development division said.
So the basic strategy is to meet smartphone audiences on the devices that they prefer, with Nintendo’s IP, and it will be an aggressive strategy. Miitomo isn’t aggressive like a Zelda game but it is geared towards LINE-loving mainstream mobile users.
The active use of Nintendo IP is our strategy for the sake of Nintendo’s game software business of the dedicated game systems and, from now on, of the smart device business too