Nintendo reportedly tried limited-time games ‘because data shows reissue sales are declining’

Nintendo’s limited-time game releases are designed to fuel the fear of missing out and get consumers to buy software re-releases, which can be a tough sell.

That’s according to a new Vice report, which cites an anonymous development source who claims to have knowledge of Nintendo’s strategy.

A group of industry figures spoke about the release before several Mario products and a Fire Emblem game were withdrawn from sale on March 31, 2020. The Mario products in question were announced in September 2020 as part of the celebrations. of the 35th anniversary of the Nintendo mascot.

They include the Super Mario 3D All-Stars compilation package (which includes re-releases of the Mario 64, Sunshine, and Galaxy titles), the latest Switch Online game Super Mario 35, and Super Mario Bros. Game & Watch.

Recalling a private meeting with Nintendo, an anonymous developer who was allegedly involved in releasing multiple Switch games told Vice, “They have data that shows game re-releases tend to fade on wishlists. The FOMO made [fear of missing out] helps them get those sales, at least that’s what they think.

Morris Garrard, Futuresource Consulting game analyst, agrees. “This strategy is sure to create the urgency among Switch users to buy content and avoid missing out on the experience, also fueled by the media attention the strategy is already garnering.

“Imposing these time restrictions should help these limited edition games reduce noise.”

The limited release strategy has been adopted by other entertainment companies in the past, including Disney.

Disney previously locked its past movies in the “Disney Vault,” which was its way of securing strong sales and interest every time it re-released a movie.

For Nintendo, the strategy seems to have been successful so far. Super Mario 3D All-Stars was released in September 2020 and had sold 8.32 million units as of December 31.

To put the number into perspective, the 10th best-selling Switch game of all time in December 2020 was New Super Mario Bros. U Deluxe with 9.82 million in sales.

Physical sales of Super Mario 3D All-Stars climbed 236% in the UK last week before the title was taken off store shelves.

Nintendo will provide updated software sales data for the three months through March 2021, when it will release its annual financial results in May.

Super Mario 3D All-Stars will still be available digitally after March via retail download codes, Nintendo recently confirmed.

It’s also possible that Nintendo will re-release the Mario 3D All-Stars games in a different format at some point, possibly as separate digital products.

“Limited-time versions like Super Mario 3D All-Stars could be Nintendo testing different market approaches to selling and marketing its content in a rapidly changing landscape,” NPD analyst Mat Piscatella told Vice. “Or the strategy could be part of a content plan that will see those titles become available in other ways. I just don’t know.