Who would have ever suspected that behind the air of plump and reassuring, Super Mario conceals a soul revolutionary? Probably none, yet it is difficult to define differently a symbol of many generations of gamers. Why in that until a few months ago would have seemed science fiction, the flag bearer of Nintendo has just made its appearance on the App Store with the Super Mario Run. Those who follow mindlessly the world of video games may not understand the significance of the event, and yet this is the first time that Nintendo offers its own brand outside of its ecosystem. Not enough, is also the first time that the japanese giant attempts a foray into the mobile market, a strategy which, however, analysts all over the world caldeggiavano years. Because the characters created by Nintendo are in the collective imagination of the fans and because the summation of the Wii U and the 3DS currently on t he market, the pales opposite to that of the iPhone and ipads in circulation.
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Super Mario Run: images
Best of Pokémon Go
The first data seem to reward the incursion of Nintendo in the mobile area: according to Apptopia, in fact, the launch of Super Mario Run has managed to exceed that of Pokémon Go, developed by Niantic. An outstanding result if you consider that Super Mario Run is only a “endless runner”, that is, a video game platform side-scroller where the character moves automatically and the player only needs to blow it up. A gameplay made famous by Ubisoft with its Rayman Jungle Run in 2012, but Super Mario, you say, is another thing. And yet, there are some clarifications to be done. The first is that while the Pokémon Go was launched a few at a time, activating in a growing number of nations, Super Mario Run has enjoyed a release simultaneous throughout the world. Obvious, therefore, that the launch has overtaken that of the hollywood blockbuster, Niantic. Also Super Mario Run has enjoyed a promotion without precedent: in the USA it was presented even during the show of Jimmy Fallon, one of the television programs most watched, while his presentation has monopolized the last conference of Apple. So much so that someone, not without a certain malice, he commented that those were the years that is not attending a press event Nintendo is so convincing. Not enough, the banner of Super Mario Run has dominated for weeks the App Store, remaining well imprinted in the retinas (and consciences) of millions of iOS users.
business model
in Summary: Super Mario Run at the moment is a success and that could not be so. What amazes me, and that makes the game interesting perspective, is its business model. In a world dominated by the app is initially free but then insist heavily on microtransactions (as in the case of Real Racing 3), Super Mario Run allows you to freely play the first three levels, then asks for the full purchase of the app for £ 9.99. This is an unusual solution, which may, however, make the school. From one side makes it attractive to the software, proposing a brand with a consolidated and successful at a reasonable price. The other is protecting the image of Super Mario, positioning it in the Premium, then avoiding those shocks to the image that would be derived from the adoption of the free-to-play. The originality of this approach is that analysts have indulged in the forecast for much more varied. For some, the conversion rate of the users will be very high, demonstra ting their confidence that users, once you have tried for free the first three levels of Super Mario Run, buy the app. For others, however, the way Nintendo has an uphill, as in the case of the famous Michael Pachter of Wedbush Securities, according to which the conversion rate will be between 2% and 5%.
The doubts of the shareholders
there’s one thing that they all agree, namely, that the profits of the Super Mario Run will not be comparable to those generated by the bestseller of the King and Supercell, namely Candy Crush Saga and Clash Royale. Joost van Dreunen of Superdata provides, for example, that the game will bring in a speaker of Nintendo of between 60 and 100 million dollars. But it is true that the exclusivity on iOS will well cost it to Apple, and that the profitability of the Nintendo game will go up as soon as your arrive on Android devices. Super Mario Run then it is not only a game downloadable from the iTunes, but is also an interesting economic experiment that could rewrite the rules of digital stores Apple and Google. And open the doors to an invasion within the other mobile titles from Nintendo, a company that owns a substantial number of intellectual properties various in this regard. And yet the shareholders seem to think otherwise, with the shares of Ninte ndo fell visibly after the launch of the Super Mario Run. The concerns have focused on the unusual business model is considered risky, and on the lack of a version for Android, the operating system for mobile the world’s most popular, and unexplained request of a persistent connection to the internet in order to use the software. It is difficult to say today who will be right, if the investors or the fans. But if there is one thing we can be certain of is that Nintendo is trying in all ways to reverse the trend after the failure of the Wii U. And in recent months, with initiatives such as Pokémon Go, the Mini Nintendo Entertainment System (literally went like hot cakes) and Super Mario Run, the japanese house is managing to be talked about like never before. The best encouragement possible, to the launch of the Nintendo Switch, out next march.
December 19, 2016 (change on December 19, 2016 | 15:51)
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