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Doug Bowser about the limited-time Mario 35th releases: “we wanted to celebrate in unique & different ways”

Nintendo of America president Doug Bowser did a lengthy interview with Polygon, where they talked about a wide variety of Nintendo-related topics. One of the topics they discussed was the multiple Mario games that are becoming unavailable to purchase and play after March 31st, 2021. According to Doug Bowser, there’s a reason for that. It’s “one we thought was very unique for the actual anniversary”. It’s Mario’s 35th anniversary, so they “wanted to celebrate in unique and different ways”. That said, they also say that “it’s not a strategy that we’re going to be using widely”.

Later, when Polygon expressed disapproval of the decision in the interview, Doug Bowser replied by saying that “yeah, at this point, the decision was really made around that celebration feature and aspect. I can’t speak to plans beyond the the end of March”. His full comments about the matter are down below.

Yeah, I think I use a simple word: celebration. It just — this is a celebration of Mario’s 35th anniversary. And we wanted to celebrate in unique and different ways, and we’ve done that through games like Super Mario 3D All-Stars, or we will be doing that through future releases, such as Super Mario 3D World + Bowser’s Fury.

And then we’ve also done it through releases such as Game & Watch: Super Mario Bros., or through Mario Kart Live: Home Circuit. There are various ways that we’re celebrating Mario’s 35th. And with some of these titles, we felt it was an opportunity to release them for a limited period of time. They’ve done very, very well. Super Mario 3D All-Stars has sold over 2.6 million units in the U.S. alone. And so clearly, consumers have been able to jump in and enjoy that. And it’s not strategy that we’re going to be using widely, but it’s one we thought was very unique for the actual anniversary.


9 thoughts on “Doug Bowser about the limited-time Mario 35th releases: “we wanted to celebrate in unique & different ways””

  1. Wait I thought Super Mario 3D All Stars would still be playable after 3/31/21 just no longer available to purchase?

  2. So in order to celebrate, you take away the means of celebrating, that being removing 3D All-Stars from even the eShop and Super Mario Bros. 35 will no longer be available to play.

    Yeah that seems legit.

    Why didn’t they ask about why Fire Emblem: Shadow Dragon & the Blade of Light will also only be available for a short time? That’s the one that *really* makes no sense.

  3. I remember how frantic I was when Super Mario 3D All-Stars was released (physically), preordering one as soon as I could. I thought the game would be hard (if not impossible) to find in stores. Boy was I wrong. I’ve seen this in every store I’ve been to ever since. In full stock. As far as the digital version goes, THIS IS WHY YOU SHOULD ALWAYS BUY PHYSICAL. I can’t stress that enough.

  4. Celebrating Mario’s 35th anniversary with some good old-fashioned artificial scarcity is exactly something Bowser would do. Just to put everyone into the festive spirit and not in any way to drive sales, no sir!

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