Shuntaro Furukawa, the president of Nintendo, revealed that The Super Mario Bros. Movie played a significant role in expanding the sales of the Switch console in new international markets. Nintendo recently published its third-quarter fiscal earnings, which highlighted several remarkable achievements. The report included updated sales figures for the top-selling Switch games and various financial milestones. Investors also had the opportunity to inquire about recent trends and their impact on Nintendo's sales, including the 2023 release of The Super Mario Bros. Movie.
The Super Mario Bros. Movie debuted in theaters last April as a result of a collaboration between Illumination, Nintendo, and Universal. The movie achieved unprecedented box office success, proving to be a major triumph for all involved parties. Given the movie's immense financial success, an investor inquired about its influence on the expansion of Switch sales and Nintendo's plans for growth in previously untapped regions.
During a recent Nintendo investor Q&A (translation provided by GameRVO), Furukawa addressed the expansion of Nintendo Switch distribution, particularly in areas where The Super Mario Bros. movie flourished. Furukawa explained that there was a noticeable correlation between the regions where the movie was screened and the subsequent sales of the Switch. He indicated that Nintendo conducted promotions in specific regions, such as Mexico and South America, exceeding their previous holiday season activities, resulting in increased Switch hardware sales despite a recent overall decline. Furukawa stated, "There is a significant disparity between the regions where the Super Mario Bros. movie was screened and the countries and regions where Nintendo Switch is being sold. We have executed promotions that go beyond our past holiday season efforts. Consequently, despite the overall decline in hardware sales, sales in Mexico have risen."
The Influence of the Mario Movie on Nintendo Switch
An investor inquired about Nintendo's plans for expanding its business in other regions and how it intends to address the challenges that hindered market penetration, such as the cost of the Nintendo Switch console. Furukawa explained that while Nintendo may not be able to expand its dedicated game console business, The Super Mario Bros. movie still made an impact by introducing audiences to Nintendo and Super Mario Bros., creating opportunities for growth, including through its mobile apps.
Furukawa also mentioned plans to expand Nintendo's presence in Southeast Asia, aiming to enhance its visibility and establish a larger user base. This involves engaging with customers using the Nintendo Switch through pop-up stores in locations like South Korea, Hong Kong, and others. Furukawa highlighted that the expansions of the Super Nintendo World theme park serve to familiarize customers with the Nintendo brand, ultimately leading to increased engagement with games on Nintendo's dedicated consoles.