Nintendo in recent days - one of the champions on the stock exchange in Tokyo. By the end of today's session, the paper is still growing at 3.59% and the cost for 18 500 yen, according to V estifinance. The reason for such a rush - the long-awaited decision to start releasing games for mobile devices. Why Nintendo did not want to move to electronic gadgets, and why it had been waiting for the shareholders?
Nintendo long harness, but go, apparently, quite quickly: already signed an agreement on long-term partnership with one of the leading representatives of the so-called "Japanese mobile revolution" - DeNA. According to the company, partnership sealed the purchase of a major stake DeNA. Today Nintendo - the second largest shareholder of the publisher.
For a long time believed that all problems could be solved Nintendo one single blow - blow on its own exclusivity. Super Mario, Metroid, The Legend of Zelda and a number of well-known franchises Japanese refused to give anyone. All these games are produced exclusively for the console Wii / Wii U and handheld versions DS / 3DS. At the same time, sales of Wii U were disappointing: the end of last year were sold just over 9 million consoles.In this situation, the rate on exclusivity with Nintendo played a cruel joke: against the background of falling sales promote brands become increasingly difficult, and great blockbuster series from the '80s and' 90s, in which "rose» Nintendo could lose publicity.
Experts told that the most popular games of the Japanese company well suited for transfer to mobile devices. This is a so-called Platform and quests, or race. Owners of the iPhone and iPad happy to spend a lot of money on such applications. It is not surprising that the decision of Nintendo games and licensing partnership with DeNA was perceived positively by investors.
It is necessary to clarify that Nintendo has not capitulated in the face of a global "mobilization" finally. The company will give the market at the mercy of their gadgets classic brands like the very first Super Mario. This is logical: What should be exclusive, then Wii U and 3DS will be sold and Nintendo will retain its classic division. The company's management believes that the full transfer of modern Nintendo games on mobile phones and tablets - is nonsense. First of all, we are talking about a completely different system of government that "port" is impossible. The emphasis on the re-release of classic - a temporary measure. Over time, DeNA and Nintendo has developed a special line for gaming gadgets. With this purpose was acquired 10% share in the capital of DeNA. The owner of the famous brand wants to be able to dictate terms to its new partner and to influence the process of creating games.
Note that even before the agreement with DeNA Nintendo tried to introduce into its business model of the most successful achievements of "mobile competitors." In particular, the model was tested free-to-play. However, the system micro-transactions within the ecosystem Nintendo is not able to work as smoothly as payment via mobile phone or tablet. But all the disadvantages of "freemium" users noticed. When the game requires constant infusions of cash and refusing to provide players a level playing field, it can affect both its reputation and the good name of the developer and publisher. In other words, Nintendo had all the disadvantages of free-to-play with no advantages.