Nintendo is focused on expanding the reach of its IP by “actively leveraging the worldwide ubiquity of smart devices and on
IP expansion business, which includes theme parks, video content, and character merchandising.”
During Nintendo’s financial results briefing, Nintendo president Shuntaro Furukawa discussed how Nintendo has evolved its strategy of “gaming population expansion” during the Nintendo DS and Wii era to its new focus to “expand the number of people who have access to Nintendo IP.”
Nintendo’s “gaming population expansion” strategy was adopted due to a preconceived notion that “games were only for a select group of fans,” and it wanted to ensure everyone could game, “regardless of age, gender, or gaming experience.”
Source: IGN.com Nintendo Focused on Expanding the Reach of Its IP