The success of the park Super Nintendo World and of the Mario’s first animated film (with a sequel just around the corner that also promises to break the box office) has confirmed what the company has known for years: that its characters are worth as much inside a console as in an outdoor version. The strategy coordinated by Shigeru Miyamoto, creator of Mario, points towards an entertainment model where the video game is only the origin, not the objective.
Not just video games. Shinya Takahashi, senior CEO of Nintendo, He has been repeating a phrase for years which sounds almost like a wake-up call: “People see us as a video game company. But we have always considered ourselves an entertainment company.” The distinction is important: Nintendo was founded in 1889 in Kyoto as a manufacturer of Hanafuda cards. It went through toys, taxis and hotels before reaching video games in the seventies. Software and consoles have been its core business for decades, but they were never the only thing the company thought it could do with its characters. The problem is that for a long time all of the company’s forays outside of video games had been failures.
1993: disaster. The most famous case is the live-action Super Mario Bros. movie from 1993. Nintendo transferred the rights through a simple licensing agreement and did not participate in the production. The result was an experiment that It raised only 40 million dollars with a budget close to 50 and which is remembered as one of the worst video game adaptations in history (although over time it has acquired, thanks to its outlandish production design, a well-deserved cult status).
Miyamoto himself acknowledged the root of the problem with that film in an interview, and why it took them so long to try again: “We were afraid of all the failures of IP adaptations of the past, where there is a license and a distance between the original creators and those of the films.” The consequence of that failure was almost thirty years without giving up film rights to its main franchises. Nintendo stopped licensing its IP to external studios and only allowed occasional appearances of his characters in films like ‘Wreck-It Ralph!’ or ‘Pixels’, none with real creative control.
New adaptations. When Nintendo sat down to negotiate with Universal and Illumination for an animated film, the conversation started from a different beginning. Miyamoto served as executive producer and was involved in every significant decision, from casting to animating key characters. The same logic was applied to the construction of their first amusement park, Super Nintendo Worldin collaboration with Universal and announced in May 2015. Construction of the park in Osaka began in 2017. The investment reached 351 million dollarsa scale comparable to what Universal once dedicated to the Harry Potter franchise.
A real game. Super Nintendo World is designed so that visitors feel like they are in Mario’s world. They wear an NFC bracelet with which they interact with the question blocks, collect coins, complete challenges and end up facing Bowser Jr. as the final boss. There is no controller, but there are game mechanics, score markers, hidden secrets, and a slight internal narrative. Attention to detail permeates spaces such as bathrooms and restaurants.
Nintendo is doing well. The financial results support the bet. According to Comcast data released during an earnings call, CFO Jason Armstrong noted that Universal Studios Hollywood (home to one of the two Super Nintendo Worlds in the United States) recorded its best gross profit in that period of the year in its entire history, thanks to the impact of the Nintendo park, and experienced an increase in visitors of 15%. The Super Mario movie has also been extremely profitable: 1.36 billion dollars worldwidebecoming in just 26 days the first adaptation of a video game to exceed one billion. It was the second highest-grossing film of that year, only behind ‘Barbie’.
New philosophy. There is a quote from Takahashi that sums up this new business philosophy: “We knew that Mario was adored by video game fans, but the park helped us understand that Mario also has non-gaming fans.” and Miyamoto adds: “There are many people who know who Mario is but have never played the game.” The park’s target audience, according to Takahashi, is not any age group or any specific player profile: “It’s all-encompassing, whether it’s someone who knows Mario from the games or a kid who’s never played before.” Mario is an IP that generates value regardless of whether its audience has ever touched a controller. In other words, he is a much more valuable client, because there are no limits regarding age or hobbies.
It doesn’t stop, it doesn’t stop. The expansion continues: Donkey Kong Country opened in Osaka in December 2024, expanding the space of Super Nintendo World by 70%. Epic Universe, Universal’s new park in Florida inaugurated in May 2025has its own Super Nintendo World. And there is a version under construction in Singapore. Takahashi has mentioned that franchises such as ‘Splatoon’ or ‘Zelda’ are part of the expansion plans into new media, although there are hardly any specific announcements. Of course, the sequel ‘Super Mario Galaxy’ arrives on April 1. Video games are just one more link in a chain of dividends that have turned Nintendo into a very different company than it was a few years ago.
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