With Nintendo Switch and Nintendo Switch 2, which launched with 17 million consoles sold, the brand still relies on Mario, Zelda, and Pokémon.
Sales are based on historical franchises: Pokémon Scarlet and Pokémon Violet set records on Switch, and Mario Kart World became the best-selling on Switch 2. Nintendo is also developing franchises outside of games – theme parks, movies and merchandise, although direct revenue from these assets accounts for less than 3% of annual revenue.
President Shuntaro Furukawa emphasizes the strategy: to combine original entertainment, audience expansion, and long-term relationships with consumers, using nostalgia and accessibility.
Experts warn of the risk of repetition: Serkan Toto, head of Kantan Games, noted that in 10–20 years, Mario, Zelda, and Pokémon may lose relevance. Nintendo has already shown innovation, the Splatoon series, new projects like Drag x Drive and Donkey Kong Bananza, but creating new successful AAA franchises requires large investments and remains risky.
Analysts' conclusion: relying only on nostalgia is possible, but for sustainable growth, new ideas, characters, and worlds are needed to support and eventually replace Nintendo's iconic heroes.