Nintendo is using its popular smartphone game to encourage ownership of the Nintendo Switch and highly anticipated racing game "Mario Kart 8 Deluxe."
When console company Nintendo first announced plans to expand onto smartphones, it was, in their words, "to encourage even more people around the world to recognize the great value of the wonderful game software available on our dedicated game systems."
That approach is now being implemented more directly, as Android and iOS app "Super Mario Run," Nintendo's first game for mobile devices, is to support the launch of "Mario Kart 8 Deluxe" on the Nintendo Switch.
From April 28, when the Switch game launches, until May 11, 2017, "Super Mario Run" will be giving out in-game gifts in the form of deluxe buildings and decorations as part of a "Mario Kart 8 Deluxe" special event.
There's a community aspect to the promotion as the gifts themselves are determined by the number of players that play "Super Mario Run" mode Toad Rally, encouraging mass participation.
"Super Mario Run" was released December 2016 for iOS, after a high-profile announcement at Apple's annual iPhone presentation in September of the same year.
It arrived on Android in March 2017.
Featuring Nintendo mascot Mario and the familiar background of Mushroom Kingdom from the "Super Mario" games, players controlled when and how Mario would jump as he ran from the start of a stage to its finish.
In doing so, they steered him over obstacles and towards bonus items, while online features enabled them to compare their performance with friends, and an Easy Mode made "Super Mario Run" more accessible to those having difficulties with its format -- just as recent "Super Mario" games have done.
As a free download, a trial version of "Super Mario Run" allowed players to access all of its stages by making a one-time payment of US$9.99.
While revenue did not meet expectations, the iOS app was downloaded 78 million times by January 2017.
This "Mario Kart 8 Deluxe" event allows Nintendo to entice players back to the app while reminding them of the availability of the latest entry in its popular racing game franchise and the existence of the Switch, its new, portable, dedicated gaming console.
