Nintendo discusses how it expands IP to new media without stretching itself too thin

Nintendo president Shuntaro Furukawa on not stretching too thin Nintendo creative executives leaders during IP expansion into TV, movies, mobile, theme parks

The Nintendo pie is getting bigger. It creates both some of the most beloved hardware and software in the world, but it is also expanding into theme parks with Super Nintendo World, strengthening partnerships with mobile developers to create the likes of the Pikmin AR game, and creating a 3D-animated Super Mario movie with Illustration. Speaking with Fast Company, Shuntaro Furukawa, president of Nintendo, explained how the company is ensuring quality control amid its IP expansion without stretching itself or its creative leaders too thin.

Furukawa said that “something we really made sure to avoid was that when being engaged in this IP expansion outside of game development, that we don’t cut into the game development resources on our side. And to realize that, we made sure that although people who deeply understand the characters and deeply understand the game are involved, that we keep the number of people involved to a minimum.”

That’s a pretty smart and kind of funny strategy, actually — only bringing on exactly as many Nintendo creatives as necessary to ensure IP quality and tone are being preserved for new expansion projects like theme parks and the Super Mario movie. Along those lines, Creative Fellow Shigeru Miyamoto is “very, very hands-on” with the Super Mario movie, and more Nintendo animation projects are being considered.


John Friscia
Head Copy Editor for Enthusiast Gaming, Managing Editor at The Escapist. I'm a writer who loves Super Nintendo and Japanese role-playing games to an impractical degree. I really miss living in South Korea. And I'm developing the game Boss Saga!