MOBILE GAME – Appearance at Apple or at Jimmy Fallon, information distilled the dropper: Nintendo cleverly organizes its communication around Super Mario Run for three months. The flagship of the Japanese firm will soon tumble on iPhone and iPad, and the brand is doing everything to make it unavoidable. Especially at nearly 10 euros.

We thought Nintendo lacking inspiration, weighted with a WiiU that never found its audience, distanced by the PlayStation 4 and Xbox One at higher technological potential … No way! The Japanese manufacturer has an eternal know-how when it comes to create expectation around its products.

Three announcements this year, former tenor gaming has restored its image and showed that we should not bury it too quickly. Others believed there and there are broken teeth (Sega cuckoo!). No long waits, no appearance piecemeal. Nintendo, one that draws when things happen to better sell.

And Nintendo is being cleverly invented promoting a mobile game …! It was even hard to believe that such a communication plan is in place for an application that is expected on iPhone and iPad in the first place. To wait for December 15, the game availability date on the App Store, the Japanese firm distils its ads to hold spellbound potential players that will be willing to pay 9.99 euros for the full version of the game (the first levels are free).

Superstar Apple and Jimmy Fallon

How to explain that a game with such uncommon Enough price for a mobile- app creates such an expectation? The notoriety of Super Mario and his first appearance on smartphone are there for many, but not only to explain the billion downloads expected. Nintendo knows how to create the desire for three months …

It all started when Apple keynote September. Before presenting the new iPhone 7 , Tim Cook brought on stage a prestigious guest, Shigeru Miyamoto, the father of Donkey Kong, Zelda and especially Mario Bros. Enough to jump for joy hardcore fans of the plumber and other iconic brand licensing. And when the man moves, it’s rarely for small ads.

Without that no one saw coming, Miyamoto made a splash by unveiling the first mobile game from Nintendo, relying once again for this new adventure with his favorite character and lucky. For although house licensed Pokémon GO, unexpected success this summer, was born in the mind of Niantic studio. Miitomo first mobile game siglé Nintendo, was more like a social network than a gaming experience. But it would take until the end of year to twirl Mario and his friends “with one hand” on his iPhone. A first wick had been lit by Nintendo.

An alert module to be notified of the availability of Super Mario Run on the App Store and the official announcement of the release date in November: Nintendo has taken one by one the announcement of a video game codes leading console for its Super Mario Run before moving up a gear in the final straight. Wednesday evening, and Miyamoto was the guest of the prestigious emission Jimmy Fallon during which he even showed his guitar skills by interpreting the musical theme of the game Super Mario run hack Bros with The Roots. The boss of Nintendo America, Regis Fils-Aime, has him the opportunity to announce that the game would be playable next day in Apple Stores, creating a frenzied wave of social networks and the queue in shops. And like a blockbuster video game, Nintendo has added to all a special trailer for the game’s launch next week.

Two-minute video where we see players of all types and from all over the world run, indulge in parkour (the art of getting around the city by building on all urban elements) with some references to world of Super Mario (parts, the final flag, jumping, etc.). The reliving also the craziest pictures hunting Pokémon this summer …

Super Mario, the Switch, the NES mini: a good year for Nintendo

If the deployment for Super Mario Run is surprising, it is in the line of what Nintendo has in place in 2016. There will finally had a few months between the announcement and the sale of Nintendo mini Classic NES . A successful shot nostalgic for a product that is torn like hotcakes and that the poor unfortunates who have not yet been able to get their hands on in time hope to see under the tree. And it is not won …

It’s the same for the future home console that was a rumor long before being formalized in late October as the Nintendo Switch . It is announced for next March where Xbox tease of last June Project Scorpio, a console expected for summer 2017.