35 years ago, Super Mario Bros was released, and to celebrate the anniversary, let’s explore some of the marketing tricks used by the Mario Bros series over the years! Even though video game graphics have changed drastically in the last three decades, the core message has stayed the same; with the help of a few friends, Mario must rescue Princess Peach from the clutches of Bowser and save the day.
1. Leveraging nostalgia
One of the most powerful tactics used by the Mario franchise is tapping into nostalgia. Many of the older releases such as Super Mario Bros and Super Mario Bros 3 can still be played today using emulators, providing a way for long-time fans to reconnect with their past. Even newer releases like Super Mario Maker incorporate elements from older games, appealing to a larger audience.
2. Engaging storytelling
Another way that Mario has held its status in the gaming world over the decades is by staying true to its roots; featuring an engaging story that centers around rescuing Princess Peach. Despite having a repetitive plot, developers have continued to make it interesting by having Mario explore different levels filled with unique puzzles and enemies. The most recent Super Mario Odyssey took things up a notch by having Mario travel to different kingdoms, thereby expanding the horizon of what players can expect from the series.
3. Timed promotions
Nintendo has often used timed promotions to boost sales of its Mario games. For instance, Super Mario Maker was released alongside a series of limited-time challenges where players were rewarded for completing certain objectives – giving them a sense of urgency to come back to the game. Events such as the Super Mario Marathon also reward players for simply playing the game during the event period, either offline or online. Such campaigns allow Mario to remain relevant in an ever-changing gaming industry.
4. Viral
Over the years, the Mario franchise has become a household name, earning a spot in the lexicons of people all over the world. This has been thanks to both the longevity of the series, as well as its presence on other gaming platforms. For instance, Mario Kart has been released on various consoles such as Gameboy and Wii. There have also been numerous Mario apps such as the mobile game Super Mario Run, helping to bring the series to a younger generation.
Conclusion
Through the years, the Mario Bros. series has managed to remain relevant thanks to its clever use of marketing. By tapping into nostalgia, providing engaging stories, and utilizing timed promotions and viral tactics, the series has managed to cement its position as one of the best-loved video game franchises of all time.
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