Examining Nintendo‘s Surprise Removal of Super Mario Bros. 35

As a lifelong Nintendo fan and gaming industry expert running the popular Switched On blog, I was as shocked as anyone by the sudden removal of the wildly popular Super Mario Bros. 35 battle royale game from the Switch Online platform in March 2021. In this deeper analysis as a disappointed player, I explore possible reasons why Nintendo would terminate support after less than a year despite Mario 35‘s runaway success. My insights point to worrisome shifts in Nintendo‘s online content partnerships and strategies that could have big implications for the future of multiplayer on Switch.

Mario 35‘s Meteoric Rise and Sudden Fall

Mario 35 racked up an impressive 6.8 million downloads in its first month according to market research firm Sensor Tower. As one of the most accessible and addictive entries in the battle royale genre yet, it continued generating strong engagement before getting the axe unceremoniously just 6 months later.

So why would Nintendo pull support for what seemed poised to remain an online multiplayer mainstay and system seller? To answer that, we need to examine some troubling trends in Nintendo‘s content strategies and partner relationships that should concern Switch Online subscribers.

Nintendo‘s Scorched Earth Approach to Even Successful Games

Unfortunately for fans, Nintendo has a well-established track record of axing top-selling games and packages after limited release windows regardless of sustained popularity. Just prior to Mario 35‘s demise, Nintendo terminated production of its Super Mario 3D All-Stars retro compilation despite nearly 10 million units sold. And why stop printing copies when demand outpaces supply?

As one of the most prominent game companies worldwide, this artificial scarcity generates intense hype and explodes IP value while retaining brand prestige. In short, Nintendo milks titles as short-term profit drivers even if it comes at the cost of frustrated fans. Mario 35 appears another casualty of this strategy despite leaving a noticeable content gap on Switch Online.

The Volatile History of Nintendo‘s Developer Partnerships

Nintendo‘s complex web of developer relationships bears closer examination as well regarding Mario 35‘s premature departure. While Nintendo remains fiercely committed to retaining control over iconic mascot characters like Mario through in-house teams, major past Nintendo console hits actually emerged through second and third-party partnerships.

Unfortunately, ineffective management of these relationships by previous leadership caused highly-acclaimed exclusive franchises to end up at competitors. Prime examples include:

• Rareware – Created Donkey Kong Country, Goldeneye 007, and Banjo-Kazooie before Microsoft acquisition
• Capcom – Developed multiple Zelda and Super Mario RPG titles no longer associated
• Square – Launched many Final Fantasy, Mario, and Zelda spinoffs now multiplatform

Allowing these developer relationships enabling smash hit Nintendo console exclusives to decay instead of proactively preserving them through open collaboration was clearly detrimental.

Mario 35 then seems to represent Nintendo doubling down on maintaining strict control over IPs – even spinoff experimentation – rather than continuing partnerships that could greatly benefit players through ongoing Switch Online content.

The Rise and Fall of Nintendo Subsidiary ARC System Works

As a slightly lesser known second-party developer, the ARC System Works team responsible for Mario 35 offers more direct clues behind the game‘s rapid discontinuation. ARC initially enjoyed success working on niche Nintendo franchises like Kiki Trick. Nintendo was impressed enough to acquire ARC, transforming them into a subsidiary supporting experimental projects.

Yet Mario 35 proved one of ARC System Work‘s only breakout hits. Instead of leveraging the aptly named team to keep improving and iterating on Mario 35 though, Nintendo cut them loose entirely by selling the subsidiary back to its original parent company in December 2020.

This further demonstrates Nintendo‘s reluctance to empower second and third-party partners – even owned subsidiaries – to drive Switch growth categories like multiplayer engagement. A more collaborative approach could have sustained Mario 35 momentum rather than severely limiting the game‘s lifespan.

What Mario 35‘s Early End Means for Switch Online Subscribers

In my view as both an industry professional and Switch owner, Mario 35‘s rapid rise and fall should seriously concern prospective and current Switch Online subscribers counting on Nintendo for a compelling and steadily expanding online multiplayer library.

Between joylessly shutting down even hugely successful projects on a whim and an increasing unwillingness to leverage partners that could provide players wildly innovative game experiences, Nintendo risks driving fans to competing platforms with superior online services.

Unless Nintendo starts taking a more player-friendly approach both in preserving popular online-dependent games and collaborating openly with partners that helped create cherished game franchises, Switch Online risks becoming a barren platform unable to justify its recurring subscription fees.

The early demise of Mario 35 may only be the first sign of this trend unless Nintendo changes course. For the players that made titles like Mario 35 short-term hits at least, Nintendo would be wise to start listening.