nintendoIn an interview over at [a]listdaily, Dena West CEO Shintaro Asako talked about the upcoming Nintendo mobile games that we are all anxiously awaiting. I'm really very curious to see what DeNA and Nintendo will come up with and how they'll fit Nintendo IP into the mobile world. Asako started the interview by talking about the key to attracting a good audience for a mobile game. He emphasized the need for the game to be sexy enough (his words, not mine) and to be able to grab player's attention right away by appearing to be relatively simple and then slowly revealing more complexity. He often came back to the importance of having an already-established IP to work with because they don't have to spend a lot on marketing and they have a ready-made audience that will jump on the game the minute it's out.

Shifting the conversation to DeNa's deal with Nintendo, Asako explains that there are people who have decided to spend a minimum of $200 to buy Nintendo consoles in order to have access to Nintendo IP. That number, Asako continues, is twice as big as the Candy Crash's total user base. Asako stated that the large Nintendo player base and the money Nintendo fans spend lead him to think that at least 150 or 200 million people will try Nintendo mobile games. As for marketing the games, Asako said that they'll go with mass marketing to get the word out that a mobile game is coming out.


Asako was very interested in talking about the marketing side of things and explained how Nintendo has such strong IP that DeNA can include mass marketing in its campaigns from the start without worrying about the product's long-term value. Apparently, we can expect to see DeNA ads in live sports because Asako says it helps the company track installs and see whether install spikes were linked to the TV commercial. While Asako didn't mention Nintendo ads, who knows, maybe we'll see famous Nintendo characters interrupting Sunday Night Football. If you want to read the whole interview, go here.

  • The Nothing

    So excited that my stomach is turning..

  • The Nothing

    Pokemon GO has the potential to be AMAZING!

    • Milotorou

      Thats my problem with it, it has so much potential, yet looks so easy to mess up.

      • nini

        They could make a perfectly good game but if it's even one iota less than a full Pokemon title (and it will) then tables will be flipped.

    • J_Joestar

      but it has nothing to do with DeNA.

  • LordShad0wz

    How about not having energy timers or atleast let us pay to get rid of them. That would be amazing.

  • Themostunclean

    Asako should probably learn more about their partner's products. The minimum to buy a Nintendo console is $200? It's actually less than half that for a 2DS with Mario Kart. $200 is only the minimum for a console that doesn't look like a door stop.

    • Claire

      Right, and they're only available for western markets, aimed at children. Based on Nintendo's previous stances on the 2DS market, I doubt he's including them in his marketing ideals.

      • Themostunclean

        Saying it's the minimum is a strong blanket statement though. Regardless of the region or target audience for the device- $99 is the minimum. It's just a slip on his part.

  • J_Joestar

    "emphasized the need for the game to be sexy"

    Peach and Daisy's NXtreme Beach Volleyball?

  • boydstr

    It's great news but all depends on the way how they bringing the games,keep the real Nintendo style to iOS and bring a Nintendo iOS controller on the market Nintendo has such a great library of wonderful games on offer and whats the alternative?people playing the games on emulators and that brings zero bucks to "N"so I wish them great success!!

  • gakuka

    I remain optimistic, my heart wide open and ready for breaking.