In an industry constantly chasing the next big hit and novel concept, one gaming giant stands apart with a refreshingly pragmatic, almost conservative, philosophy on new intellectual property (IP) creation. Nintendo, the undisputed master of iconic franchises, rarely ventures into uncharted territory. Why? A former developer sheds light on a strategy that prioritizes one crucial element above all else: gameplay mechanics.
Gameplay: The Unquestionable King
While many studios might dream up compelling worlds or intriguing characters first, Nintendo`s internal process reportedly flips this script. According to former Nintendo software developer Ken Watanabe, the genesis of a new game at the Kyoto-based company isn`t about conjuring a fresh universe. Instead, it`s about crafting an entirely new way to play.
“When Nintendo wants to do something new, it`s basically about the gameplay mechanics first—about creating a new way to play. As for the skin or the wrapper, they don`t really fuss over it. They just pick whatever fits that new gameplay best.”
— Ken Watanabe, Former Nintendo Software Developer
This revelation isn`t just a quirky insight; it`s a fundamental pillar of Nintendo`s design philosophy. New ideas are incubated as pure mechanical concepts. Only after a solid, innovative gameplay loop is established do they consider which “wrapper”—which existing franchise—would best house and communicate that experience to players.
The Flexible Framework of Familiarity: Franchises as “Wrappers”
Imagine a new, complex engine. Instead of building a brand-new car body from scratch, Nintendo often looks for the most suitable existing chassis to fit that engine. This approach explains why beloved characters like Mario and Link have seamlessly transitioned across a dizzying array of genres: from platformers to kart racers, RPGs, sports titles, and even fighting games. The core gameplay changes, but the familiar face provides instant recognition and a proven appeal.
- Reduced Risk: Leveraging established brands means a pre-existing audience and a degree of inherent trust.
- Clear Communication: A character like Mario immediately signals “fun, accessible, family-friendly” to players, even if the underlying mechanics are revolutionary.
- Creative Efficiency: Developers can focus their energy on refining innovative gameplay without also needing to build an entire new lore, character roster, and world from the ground up.
This isn`t to say Nintendo lacks creativity; quite the opposite. It suggests a focused application of creativity: relentless innovation in *how* you play, encased in a strategically chosen, recognizable package.
When the Wrapper Doesn`t Fit: The Genesis of Splatoon
But what happens when a gameplay concept is so radically unique that no existing Nintendo franchise can adequately contain it? This, according to Watanabe, is the rare instance where a new IP is born. The prime example? Splatoon.
Launched in 2015, Splatoon introduced a vibrant, third-person shooter where the objective wasn`t just to splat opponents, but to ink the environment. Nintendo reportedly experimented with fitting this “ink-based warfare” into existing frameworks, potentially even with familiar characters. However, the unique mechanics of traversal, combat, and territory control—all centered around ink—simply didn`t align with the established identities or expectations of their classic franchises. Mario spraying ink just wouldn`t carry the same thematic weight or mechanical clarity as a brand new species of squid-kids, the Inklings.
Splatoon stands as a testament to Nintendo`s “gameplay first” rule. It wasn`t born out of a desire for a new IP; it was born out of necessity because the gameplay demanded a fresh identity to truly shine.
The Enduring Legacy of This Strategy
Looking at Nintendo`s upcoming slate, the pattern holds true. Titles such as Metroid Prime 4: Beyond, Hyrule Warriors: Age of Imprisonment, and the recently announced Kirby Air Riders and Splatoon Raiders (likely a spin-off, still leveraging an existing, albeit newer, IP) all lean on established universes. Even new iterations of beloved series like Mario Kart and Donkey Kong continue this tradition.
This steadfast commitment to a gameplay-centric development model, with new IPs as a carefully considered last resort, has served Nintendo remarkably well for decades. It`s a strategy that perhaps, with a touch of playful irony, acknowledges that while players love novelty, they also adore the comfort of the familiar – especially when that familiarity is draped over genuinely innovative experiences.
Nintendo`s approach to intellectual property creation might seem counter-intuitive in a market obsessed with “freshness,” but it`s a testament to their unwavering belief in the primacy of gameplay. By iterating on mechanics first and then thoughtfully selecting the best narrative “wrapper,” they consistently deliver experiences that are both deeply innovative and instantly recognizable. It’s a subtle dance between tradition and revolution, expertly choreographed to keep players engaged for generations to come.
Ellis Thorne 
Gareth Fenton