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It’s free to download, but after just a few levels (minutes) of gameplay, the player encounters an incredibly steep $10 paywall, which pushes the vast majority of those 90 million players - 87 million to be precise - to uninstall the game. The reason for this pessimism is the fact that SMR is not a freemium game. Yet despite such a spectacular launch, many analysts became pessimistic about the game’s chance for long-term success. And revenues of over $30M during its first month. 90 million downloads before a month had gone by. 10 million downloads during its first day. A month later, on the 15th of December, Super Mario Run was launched worldwide on iOS and the numbers were jaw-dropping. In November 2016, Apple started the most powerful teaser campaign a mobile game has ever had by promoting the upcoming Super Mario Run (SMR) in the App Store and encouraging players to sign-up for it before launch. Pokemon Go revealed the immense power of a vintage Nintendo IP and we were certain that Super Mario had even more potential. Since then, we have been waiting for a Super Mario game for our iPhones, contemplating not only what kind of game it will be, but also how big of a success it could become. Almost two years ago, in March 2015, Nintendo first announced its partnership with DeNA to produce games for smartphones.
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