“There’s No Real Need to Make Them”: We Finally Know Why Nintendo Creates So Few New IPs
Nintendo has long fascinated gamers with its ability to captivate entire generations… all while relying on the same iconic heroes. Why does the company prefer to double down on its icons instead of flooding the market with brand-new faces? A former Big N developer finally sheds light on this strategic choice.
Whenever Nintendo’s catalog is discussed, one question always pops up: is the Japanese publisher playing it too safe by constantly bringing back Mario, Link, or Pikachu? Critics often slam this approach as overly conservative. In an interview with Bloomberg, Ken Watanabe—who worked on Splatoon and Pikmin 3—lifts the veil on this controversial strategy.
Image credit: Nintendo
Gameplay First, Above All Else
According to Ken Watanabe, Nintendo follows a reverse development method compared to its competitors:
- The creative process begins with a core idea: a new gameplay style or a fresh mechanic
- They then look for which existing franchise could best embrace these innovations
- A brand-new IP is created only as a last resort
In other words, the world and setting matter less than the gameplay itself. If an existing franchise fits the mechanic, it’s used. “New franchises haven’t come out simply because there’s no real need to make them”, explains the former developer. This approach lets Nintendo constantly test new ideas while relying on well-known and beloved characters.
Concrete Examples of This Philosophy
Nothing illustrates this logic better than Nintendo’s own library. Take Donkey Kong and its mechanics of environmental destruction: who better than a giant gorilla to embody that concept? The match between character and gameplay feels almost natural.
On the flip side, when Nintendo’s teams wanted to explore the competitive multiplayer shooter genre, none of their historical mascots fit the bill. That’s how Splatoon was born—one of the rare new IPs created by the company in recent years.
A Catalog That Covers Almost Everything
According to Watanabe, Nintendo doesn’t feel a strong urge to churn out new IPs because the company already has a vast catalog of legendary franchises that successfully reinvent themselves generation after generation:
- Versatile heroes like Mario, who can adapt to countless genres
- Specialized worlds like Metroid for action-adventure or Fire Emblem for strategy
- Original concepts like Pikmin built around unique mechanics
This explains why Nintendo doesn’t feel the urgent need to launch new franchises, unlike other publishers who constantly have to refresh their lineup.
A Winning but Controversial Strategy
In the end, the scarcity of new IPs isn’t a lack of courage but rather a deliberate philosophy. Nintendo doesn’t need to flood the market with brand-new creations to surprise players. Sure, when the Switch 2 launched, Nintendo’s first-party lineup could be counted on one hand, but the company managed to compensate with its iconic heroes, always carried by refreshing mechanics that appeal to every generation. And when a new IP like Splatoon does appear, it feels all the more impactful.
Ken Watanabe’s insights shed new light on a strategy that is often misunderstood. A philosophy that, clearly, continues to succeed both commercially and creatively.
