Nintendo has long been a cornerstone of the gaming industry, captivating generations with its legendary franchises like Super Mario, The Legend of Zelda, and Pokémon. However, as the gaming landscape shifts, so too does Nintendo’s vision for the future. No longer content with sticking solely to traditional video game consoles, the Japanese entertainment giant is actively expanding its presence beyond gaming—a strategic move that positions it for continued success in an increasingly diverse entertainment industry.

With the anticipated release of the Switch 2 and a growing focus on theme parks, mobile games, official stores, and visual media, Nintendo is crafting a broader engagement strategy that goes beyond gaming hardware and software. Nintendo’s president, Shuntaro Furukawa, recently outlined the company’s multi-faceted approach, which aims to strengthen brand loyalty, introduce new fans to its intellectual properties (IPs), and create fresh revenue streams outside of conventional gaming.

This shift is more than just a corporate expansion—it’s a visionary transformation of how Nintendo sees itself as an entertainment brand rather than just a game developer. Let’s delve into the key areas of this strategy and what they mean for the future of Nintendo.

Nintendo’s Core Business: Gaming Still Leads the Charge

Before exploring Nintendo’s diversification strategy, it’s important to note that video games remain the company’s backbone. Despite branching out into other entertainment sectors, Furukawa has made it clear that gaming platforms and software remain the core of Nintendo’s business.

Nintendo’s upcoming Switch 2 is set to be a pivotal release in 2025, building upon the massive success of the original Switch, which sold over 130 million units worldwide. The hybrid console’s ability to function as both a home and portable gaming device revolutionized the market, and expectations for its successor are sky-high.

However, even as Nintendo prepares for its next gaming era, the company understands that the way people engage with entertainment is evolving. With new technologies, interactive experiences, and cross-industry collaborations reshaping the landscape, Nintendo seeks to expand beyond consoles while reinforcing its IPs across multiple platforms.

Theme Parks: The Physical Expansion of Nintendo’s Universe

One of the most visible and successful expansions of Nintendo’s brand beyond video games has been its foray into theme parks.

Super Nintendo World, which debuted in Universal Studios Japan in 2021, has been a massive hit, bringing Nintendo’s worlds to life in an immersive, real-world environment. Following its success in Japan, Nintendo has continued to expand its theme park presence:

• Super Nintendo World in Universal Studios Hollywood (2023)

• Upcoming expansions in Universal Orlando Resort (2025) and Universal Studios Singapore

These parks offer interactive rides, AR-enhanced experiences, and themed attractions, allowing visitors to physically step into Nintendo’s worlds. Rides like Mario Kart: Bowser’s Challenge and Yoshi’s Adventure blur the line between gaming and real-life interaction, making Nintendo’s universes more tangible and experiential.

By investing in theme parks, Nintendo ensures that its beloved characters extend beyond digital screens, becoming part of a larger cultural experience. This move isn’t just about fun—it’s a long-term branding strategy that solidifies Nintendo’s iconic status for future generations.

Mobile Gaming: Expanding the Reach of Nintendo’s IPs

While Nintendo’s core gaming audience has traditionally been console-based, the company has made significant inroads into mobile gaming—a sector with billions of potential players worldwide.

Nintendo’s mobile strategy has focused on bringing its most popular franchises to smartphones, reaching audiences who may not own a Switch or other gaming hardware. Some key successes include:

• Mario Kart Tour – A mobile version of the classic racing game, with gacha-based monetization and frequent content updates.

• Fire Emblem Heroes – A mobile RPG adaptation that has been a top earner for the company.

• Animal Crossing: Pocket Camp – A smaller, social-driven version of the hit franchise that capitalizes on mobile engagement.

• Pokémon GO (in collaboration with Niantic) – One of the most successful mobile games ever, integrating augmented reality (AR) with Nintendo’s IP.

With over 900 million cumulative mobile downloads, Nintendo’s mobile presence has introduced its franchises to millions of new players, particularly in regions where traditional consoles are less common. By leveraging mobile gaming as a gateway to its broader ecosystem, Nintendo strengthens its brand awareness while tapping into lucrative revenue streams.

Official Nintendo Stores: Strengthening Brand Identity

Beyond digital experiences, Nintendo is also expanding its physical retail footprint.

Nintendo has long operated flagship stores in Japan and New York City, but it has recently expanded to new locations in:

• Tokyo, Japan (2020)

• Osaka, Japan (2023)

• Upcoming European expansions

These stores serve as brand hubs, offering:

Exclusive merchandise featuring beloved Nintendo characters

Hands-on experiences with new games and consoles

Limited-edition collectibles for Nintendo enthusiasts

By opening more official Nintendo retail locations, the company strengthens its global presence and creates physical spaces for fans to engage with its brand beyond gaming.

Visual Content: The Super Mario Movie and Beyond

One of the biggest shifts in Nintendo’s strategy has been its entry into film and visual content.

The Super Mario Bros. Movie (2023), produced in collaboration with Illumination (the studio behind Despicable Me), was a box office juggernaut, grossing over $1.3 billion worldwide. The film’s success demonstrated that:

Nintendo’s characters and stories can thrive in mainstream entertainment

There is a massive audience for Nintendo-based cinematic content

Following this success, Nintendo has confirmed more visual projects are in development, including:

• A live-action The Legend of Zelda movie (announced in late 2023)

• Potential animated adaptations of other beloved franchises

By branching into film and television, Nintendo is expanding its storytelling beyond interactive gaming, bringing its iconic characters to even broader audiences.

Conclusion: Nintendo’s Multi-Faceted Future

Nintendo’s decision to expand beyond traditional gaming is more than just a business strategy—it’s a vision for the future of entertainment.

Theme parks bring Nintendo worlds to life, engaging fans in physical experiences.

Mobile games introduce Nintendo’s characters to millions of new players worldwide.

Official stores provide branded experiences and exclusive merchandise.

Movies and visual content allow Nintendo’s franchises to thrive beyond gaming.

While gaming remains Nintendo’s core business, these expansions ensure that its beloved IPs remain culturally relevant for future generations.

With the upcoming release of the Switch 2 in 2025, Super Nintendo World expanding globally, and more films in development, Nintendo is not just a gaming company—it’s an entertainment powerhouse.

By pushing beyond video games, Nintendo is securing its place in the future of entertainment, ensuring that Mario, Zelda, and Pokémon continue to captivate audiences worldwide for decades to come.

No comments yet.