Nintendo’s Clever Move: Bringing Mario to the Grown-Ups
In 1993, Reuters News Service reported a groundbreaking strategy by Nintendo of America Inc. to expand its gaming empire beyond the realm of children. Despite the booming revenue in the video-game industry, Nintendo acknowledged that its primary audience was kids. To break free from this limitation, the Japanese video-game giant introduced a plan to captivate adults by connecting them to the world of Super Mario and his comrades. Instead of being a singular console, it comprised a collection of video game consoles tailored for airlines and hotels. It made its presence felt in approximately 40,000 airline seats and adorned 955,000 hotel rooms.
A Paradigm Shift
Breaking the Age Barrier
The Nintendo Gateway System
The Nintendo Gateway System combined digital communications technology with a special version of the popular 16-bit Super Nintendo Entertainment System. Developed over 18 months in Nintendo’s lab in Redmond, Wash., the system offered an interactive multimedia experience that surpassed what other technology companies were merely discussing.
The system, already adopted by Northwest Airlines and LodgeNet, provided more than just games. It included movies, audio compact discs, telephone services, and essential airline gate and baggage information. The offerings extended to a menu of information on various aspects of travel and entertainment, along with a ticket ordering service.
The gaming options encompass titles designed for six Nintendo platforms: the Super Nintendo Entertainment System, the Game Boy, the Game Boy Color, the Game Boy Advance, the Nintendo 64, and the GameCube, with plans for compatibility with the Nintendo Entertainment System. Exclusive to airlines are Game Boy, Game Boy Color, and Game Boy Advance games, while Nintendo 64 and GameCube games are reserved exclusively for hotels. The Super Nintendo Entertainment System titles are accessible on both airlines and hotels.
Taking Flight and Checking In
Beyond the Skies
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