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, Last Updated: 12:25 PM ET
TOKYO – Japanese video game maker Nintendo Co Ltd will venture into smartphone games, heeding calls from investors to boost revenue by taking iconic characters, such as Super Mario, to players increasingly shunning its consoles.
“This will allow us to build a bridge between smart devices and gaming consoles,” Nintendo president Satoru Iwata told reporters. “It doesn’t mean smart devices will eat away at gaming consoles, it will create an entirely new type of demand.”
Investors have long called on Nintendo to shift its focus to mobile devices after losing customers to both smartphone gaming app makers and console rivals like PlayStation maker Sony Corp and Xbox maker Microsoft Corp.
The company had so far resisted these calls, pinning its hopes on hit games such as Mario Kart 8. But in January, it halved its operating earnings target for the fiscal year through March to 20 billion yen ($ 211 million), citing weak 3DS sales in the year-end holiday season.
Under the partnership, Nintendo and DeNA would buy 22 billion yen worth of shares in each other. As a result, Nintendo will acquire a 10% stake in DeNA while DeNA will acquire a 1.2% stake in Nintendo.
For DeNA, which grew from a startup launched in 1999 to a major online gaming company, a tie-up with Nintendo will help it regain momentum lost in the past two years as users moved on to more popular gaming apps. DeNA mainly develops games played on browsers.