How Nintendo turned declining gaming revenue into a massive theme park empire
In short: After years of falling console market share and declining gaming revenue, Nintendo pivoted to a massive partnership with Universal Destinations & Experiences. The result is Super Nintendo World, a series of immersive lands that transform iconic video game franchises like Mario and Donkey Kong into physical reality.
The collaboration, first announced in May 2015, represents a strategic move to leverage Nintendo's intellectual properties across the globe. To bring the Mushroom Kingdom to life, the partnership has seen massive investment. For instance, the collaboration for Universal Studios Japan in Osaka cost ¥40 billion (approximately $351 million U.S.), a scale comparable to Universal's investment in the Harry Potter franchise.
The design of these lands is heavily influenced by Mario creator Shigeru Miyamoto. The experience is highly interactive; guests use separately sold Power-Up Bands and a dedicated smartphone application to track character stamps, coins, and high scores on attractions like Mario Kart: Bowser's Challenge. These bands even function as Amiibo-compatible items for Nintendo Switch games.
The expansion is growing globally. While the first land opened at Universal Studios Japan on March 18, 2021, following delays caused by the COVID-19 pandemic, other versions have followed. Universal Studios Hollywood opened its iteration on February 17, 2023, and the largest version, located at Universal Epic Universe, opened on May 22, 2025. This latest version includes a Donkey Kong Country area featuring a 'boom coaster' designed to simulate jumping the track without using screens.
The rollout has not been without its quirks. In early 2021, Nintendo's official website accidentally used a fan-made 3D render of Mario for its loading screen—an ironic moment given the company's history of taking down fan works. Despite such hiccups, the brand's expansion into physical spaces continues, with plans for a Super Nintendo World in Singapore currently underway.
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Sources
- Summary by Intellect · source: Super Nintendo World
- Also: Wikidata — Super Nintendo World · CC0
- Also: Wikidata — Super Nintendo World · CC0
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