Nintendo not milking Mario IP, says Fils-Aime

Nintendo not milking Mario IP, says Fils-Aime
Craig Chapple

By Craig Chapple

September 14th 2012 at 2:10PM

But console giant aware it must make each entry unique to avoid tarnishing its flagship franchise

There is no danger of Nintendo using the Mario franchise too much and milking it dry, the console giant’s Reggie Fils-Aime has said.

Speaking to gamesindustry, the Nintendo of America CEO said that developers at the company were always aware of the need to make each new entry in the Mario series unique to avoid the franchise growing tired.

He said that if it didn’t offer anything new or groundbreaking in Mario games, it would “kill the golden goose that lays the golden egg”.

The latest entry in the hugely successful and longstanding franchise, New Super Mario Bros U, is set to launch with Nintendo’s next-gen Wii U console.

It will be the third entry in as many years to release under the same brand, as well as a number of other Mario-themed titles.

“I would say categorically, no,” said Fils-Aime, when asked if there had been too many Mario games in recent years.

“And that's because our developers, starting with Mr. Miyamoto and going through the entire EAD development organisation, they understand the power of our franchises, and they understand that the only reason these franchises have the power that they do is that they have to make sure that each subsequent edition is unique, different and offers something new.

“They know that if they don't do that, we'll kill the golden goose that lays the golden egg. So it's something they are highly cognisant of, and even the executives on the business side, we hold that IP very dearly to make sure that every edition in the series is foundationally sound.”