Nintendo Says Super Mario Run Has Yet to Reach 'Acceptable Profit Point' Nearly One Year After Launch

by

Nintendo yesterday held its quarterly earnings report [PDF], launching off with details of its "Smart-Device Business" and telling investors how things have been going for Super Mario Run and Fire Emblem Heroes, while detailing the upcoming launch of Animal Crossing: Pocket Camp. Although Fire Emblem Heroes is on track to meet the company's "overall profit objectives," Super Mario Run appears to be a disappointment in the iOS App Store for Nintendo, which stated it has "not yet reached an acceptable profit point" for the game (via The Verge).

The difference between the two apps lies in their payment structure, with Fire Emblem Heroes a free-to-download title with micro-transactions, and Super Mario Run priced at a fixed $9.99. The company noted that Super Mario Run has now hit the 200 million download mark, and Nintendo was even able to launch the app in countries "not previously reached by our dedicated video game platform business."


Unfortunately, after about 10 months on mobile devices Super Mario Run still has not made the amount of money that Nintendo predicted for the title, which was its first foray into a mobile app built around one-time payments. Still, the company said that it has "learned a lot in terms of game development and deployment," which it plans to "take advantage of moving forward."

Although we have not yet reached an acceptable profit point, we have learned a lot in terms of game development and deployment that we want to take advantage of moving forward.

For Fire Emblem Heroes, Nintendo said that it "listened to the voices of our consumers," leading to continual updates to the app since its launch in February. This game is on track to meet Nintendo's business and profit objectives, and new in-game events will be added soon, as well as Traditional Chinese text. The game will then expand to five more countries and regions: Hong Kong, Taiwan, Macao, Thailand, and Singapore.

Nintendo's newest iOS game Animal Crossing: Pocket Camp will follow in the footsteps of Fire Emblem Heroes, bringing in-app purchases to the free-to-download game in the form of Leaf Tickets. For the mobile version of Animal Crossing, Nintendo said that "our objective is to offer a service that allows even consumers who do not normally play games on a regular basis to have a little fun each and every day."

Nintendo's first iPhone game, Miitomo, also uses a free-to-download payment structure with in-app purchases, but the company made no mention of that game in its newest earnings report.

Earlier in the year, a senior official at Nintendo reportedly told Nikkei that the company prefers the pay-once strategy of Super Mario Run, and called the freemium aspects of Fire Emblem Heroes an "outlier" in the grand scheme of its mobile gaming plan. Even then, Nintendo President Tatsumi Kimishima -- who presented this week's earnings report -- admitted that Super Mario Run "did not meet" the company's revenue expectations.

To entice old players to return and new players to download, Nintendo updated Super Mario Run in September with a new mode, new characters, and a 50 percent price drop. Nintendo's earnings report charts are vague, but the company noted an uptick in weekly users thanks to this September update. Prior to that, its weekly users had been dropping precipitously since April.

Ultimately, Nintendo still aims for Super Mario Run to be the "definitive Mario application for smart devices," so players can likely expect ongoing updates to the app in the future.

Top Rated Comments

(View all)
Avatar
34 months ago
I'm definitely going to echo what I hear most about this game. It is fun to play (only tried the free portion), but I'm not going to spend $10 on a game that is unplayable on an airplane.
Score: 22 Votes (Like | Disagree)
Avatar
34 months ago
It's a crappy, overpriced, overhyped (by the media) game. We wanted an ACTUAL Super Mario game, not this.
Score: 21 Votes (Like | Disagree)
Avatar
34 months ago
Oh really? You mean it wasn't a good idea to...
[LIST=1]
* Release an endless runner instead of an actual Mario game.
* Make it $10.
* Don't allow Family Sharing so that each family member has to pay $10.
* Require an internet connection at all times.

:rolleyes:
Score: 12 Votes (Like | Disagree)
Avatar
34 months ago
They crippled the game by making it online only. I enjoy the game, it is plenty of fun, but not for $10. I only purchased it when it went on sale at half the price.
Score: 7 Votes (Like | Disagree)
Avatar
34 months ago
That's a shame - it really is one of the best games I've ever played on iOS, and really has the 'Nintendo' level of quality, even if it was a bit bereft of replay value at launch (the ongoing updates have completely padded it out beyond all doubt. This is easily worth double the price). Would love for them to be rewarded, but glad to hear that they are still committed.

The internet connection verification is absolutely absurd for a portable device however. What the smeg were they thinking?
Score: 6 Votes (Like | Disagree)
Avatar
34 months ago
I have money waiting to give you Nintendo. Just remove the online only requirement.
Score: 5 Votes (Like | Disagree)

Top Stories

'This App is No Longer Shared' iOS Bug Preventing Some Apps From Opening

Friday May 22, 2020 3:58 pm PDT by
An app bug is causing some iOS users to be unable to open their apps, with affected iPhone and iPad users seeing the message "This app is no longer shared with you" when attempting to access an app. There are multiple complaints about the issue on the MacRumors forums and on Twitter from users who are running into problems. A MacRumors reader describes the issue:Is anyone else experiencing...

Apple Reissuing Numerous iOS App Updates, Potentially Related to Recent 'This App is No Longer Shared' Bug

Sunday May 24, 2020 9:13 pm PDT by
Over the past few hours, a number of MacRumors readers have reported seeing dozens or even hundreds of pending app updates showing in the App Store on their iOS devices, including for many apps that were already recently updated by the users. In many cases, the dates listed on these new app updates extend back as far as ten days. Apple has not shared any information as to why updates for...

Top Stories: Apple Glass and iPhone 12 Rumors, iOS 13.5 Update, and More!

Saturday May 23, 2020 6:00 am PDT by
It was another big week for rumors this week, with a flurry of reports about Apple's augmented reality glasses, the iPhone 12, and Apple's "AirPods Studio" over-ear headphones. This week also saw the release of iOS 13.5, bringing a number of health-related updates to Apple's mobile devices. Subscribe to the MacRumors YouTube channel for more videos. Other topics of interest this week included ...

Apple's 'Bounce' AirPods Ad Wins 'Best of Advertising' Award

Friday May 22, 2020 10:09 am PDT by
Apple's creative "Bounce" ad designed to highlight the AirPods took top honors in the 99th annual ADC (Art Director's Club) awards for advertising, earning the "Best of Discipline" award along with two Gold Cube awards in the craft in video and branded content categories. Released in June 2019, the ad features a bored man who pulls his AirPods off of their wireless charging pad and then pops ...

Jailbreak Tool 'unc0ver' 5.0 Released With iOS 13.5 Compatibility

Sunday May 24, 2020 3:06 pm PDT by
The team behind the "unc0ver" jailbreaking tool for iOS has released version 5.0.0 of its software that claims to have the ability to jailbreak "every signed iOS version on every device" using a zero-day kernel vulnerability by Pwn20wnd, a renowned iOS hacker. The announcement comes just days after it was announced that the tool would soon launch. The unc0ver website highlights how the tool...

Apple's 'AirPods Studio' Over-Ear Headphones Have Reportedly Kicked Off Production

Friday May 22, 2020 7:03 am PDT by
We've been hearing quite a bit recently about Apple's long-rumored over-ear headphones, said to be called "AirPods Studio," and it looks like a launch may be coming in the relatively near future. Artist mockup based on Beats Studio3 Rumors have generally suggested a summer or fall launch for AirPods Studio, with a report earlier this week claiming that suppliers in Vietnam will begin...

Future AirPods to Include 'Ambient Light Sensors' Possibly Related to Rumored Health Features

Monday May 25, 2020 2:53 am PDT by
Apple is reportedly looking to integrate light sensors in a new model of AirPods in the next couple of years, according to a new report today, suggesting their use could be part of rumored upcoming health monitoring features in the true wireless earbuds. In a paywalled article, DigiTimes reports that ASE Technology could be involved in manufacturing the sensors: Apple is expected to...

'Apple Glass' Rumored to Start at $499, Support Prescription Lenses, and More

Tuesday May 19, 2020 6:30 am PDT by
Front Page Tech host and leaker Jon Prosser today shared several alleged details about Apple's rumored augmented reality glasses, including an "Apple Glass" marketing name, $499 starting price, prescription lens option, and more. The marketing name will be "Apple Glass" The glasses will start at $499 with the option for prescription lenses at an extra cost There will be displays in both...

Former iOS Chief Scott Forstall Shares Intriguing Story of His Interview With Steve Jobs at NeXT

Friday May 22, 2020 4:01 am PDT by
Former Apple executive and iOS chief Scott Forstall made a rare public appearance this week at Code.org's virtual Code Break event, and in between classes, Forstall shared the intriguing story of how he was hired by Steve Jobs. Forstall revealed that he had been considering working at Microsoft when he went to interview at NexT, the company started by Jobs after he had left Apple. Forstall...

Apple Memorial Day Deals: Shop the Best Apple Accessory Sales From Twelve South, eBay, Anker, Mophie, and More

Friday May 22, 2020 6:39 am PDT by
We're now just a few days away from Memorial Day on Monday, May 25, and numerous retailers have opened up discounts in celebration of the holiday. This includes sales on helpful Apple-related accessories like Anker's portable batteries, Beats headphones at eBay, Incase and Incipio's protective iPad and iPhone cases, Mophie's iPhone battery cases, JBL's Bluetooth speakers, and much more. Note:...