As Super Mario, as Nintendo goes, for several weeks, the bonds are lively and spectacular falls. After having declined 7% on Monday, the value of the action Nintendo to rise again this Tuesday on the place of Tokyo. She finished the day in progression of 1.12 per cent and filled a part in the decline of 16% accumulated from the beginning of last week, the subject of the selling orders of the investors who seem unable to grasp the revenue potential of “Super Mario Run”, the new game for smartphone developed by Nintendo.
In the months that had followed the presentation of the game, the traders had made a jump of 20% share of the company’s japanese pretend to fantasize of extraordinary profits for this game including the free demonstration version may be downloaded over a billion times over the next few years. Then, they have yielded to the panic in the reading notes of experts criticized the pricing strategy of Nintendo. Proposed to 9.99 euros, “Super Mario Run” is considered to be very expensive in the game market for smartphones and for the purchase of its full version pay should not, in themselves, quantify that in the tens of millions.
If the critics of the magazines have been rather harsh with the new title, which marks the entry of Nintendo in the game market for smartphones, consumers have for the moment reserved extremely positive since its launch last Thursday. The game is already the most popular application on the quasi-totality of 151 iOS App Store national where it is proposed.
limited Impact on the company’s profitability
Available only for Apple platforms – the Android app will be offered in early 2017 -the free version has been downloaded, according to the firm Sensor Tower, more than 25 million times during the first four days, which marks a new record for the industry. “In comparison, Pokemon Gb, which held until now, the record speed of 25 million downloads had been a need for 11 days in July 2016 to pass this course”, say the analysts of Sensor Tower.
The game at the time had yet been proposed simultaneously on iOS and Android. “Super Mario Run is growing in power very favourably, at the time we enter into the celebrations of the end of the year,” confirms Junko Yamamura, an analyst from Nomura, in a note to its clients. It is estimated that the paid version could generate almost $ 7 billion of revenues (€57 million) for Nintendo on the single month of December. In the month of march, after the launch on Android, the sales could reach 36 billion yen.
Despite these great performances, the impact of the game on the profitability of Nintendo, which annually generates a turnover of more than 500 billion yen with all of its consoles, will continue to be limited and would not, therefore, not have caused such a panic in the Stock market. For Nomura, this game will still result in the direction of Nintendo to refine its mobile strategy. “The single payment scheme receives comments mixed players and shows that Nintendo can improve on its coming titles,” explains Junko Yamamura, who recalls the launch of the much expected next year versions for smartphones of Animal Crossing and Fire Emblem, two other franchises that are very popular for Nintendo.
Yann Rousseau (Tokyo)
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