--- description: The company has long held an aversion to any non-console platform title: Nintendo Announces Foray Into Mobile Gaming image: https://static.time.com/v3/assets/bltea6093859af6183b/blt4751a34899718fa3/698783e506f2c131c733474e/73102056.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  * [Business](/section/business/) ## Business Update your preferences in [Account Settings](/account/preferences/) Close * [Tech](/tag/time-section-tech/) ## Tech Update your preferences in [Account Settings](/account/preferences/) Close # Nintendo Announces Plans to Expand Into Mobile Gaming by [Rishi Iyengar](/author/rishi-iyengar/) ## Rishi Iyengar Update your preferences in [Account Settings](/account/preferences/) Close Mar 17, 2015 9:38 AM CUT  Japanese video game giant Nintendo's game character Super Mario stands at a showroom in Tokyo 25 January 2007. Japanese video game giant Nintendo's game character Super Mario stands at a showroom in Tokyo 25 January 2007.YOSHIKAZU TSUNO—AFP/Getty Images by [Rishi Iyengar](/author/rishi-iyengar/) ## Rishi Iyengar Update your preferences in [Account Settings](/account/preferences/) Close Mar 17, 2015 9:38 AM CUT You may soon be able to play iconic video games like _Super Mario Bros._ [on your smartphone](http://www.wsj.com/articles/nintendo-opens-door-to-smartphone-games-1426579567 "undefined"), according to an announcement by the game’s parent company, Nintendo, on Tuesday. Nintendo said it would partner with mobile gaming company DeNA Co. to develop “gaming applications” for smartphones and other non-console devices, the _Wall Street Journal_ reported. The Japanese gaming giant has produced some of the most iconic characters and consoles, but has shown an aversion to the burgeoning mobile platform, despite increasing competition from Sony’s PlayStation and Microsoft’s Xbox. However, the company’s president Satoru Iwata indicated a shift of tactics Tuesday by saying the expansion would enable it to reach hundreds of millions of new users. “This is about the most drastic, bold shift in strategy Nintendo could have undertaken,” Serkan Toto, a Tokyo-based game consultant, told the _Journal_. \[[_WSJ_](http://www.wsj.com/articles/nintendo-opens-door-to-smartphone-games-1426579567 "undefined")\] ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/3747248/nintendo-dena-mobile-gaming-consoles-sony-microsoft/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/3747248/nintendo-dena-mobile-gaming-consoles-sony-microsoft/"},"headline":"Nintendo Announces Plans to Expand Into Mobile Gaming","datePublished":"2015-03-17T09:38:26.000Z","dateModified":"2026-04-13T08:04:40.082Z","description":"The company has long held an aversion to any non-console platform","url":"https://time.com/3747248/nintendo-dena-mobile-gaming-consoles-sony-microsoft/","keywords":["Tech","Smartphones","Video Games","Nintendo","Mobile","xbox","Playstation","Super mario bros."],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt4751a34899718fa3/698783e506f2c131c733474e/73102056.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Rishi Iyengar","jobTitle":null,"url":"https://time.com/author/rishi-iyengar/"}],"articleSection":"Business","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt4751a34899718fa3/698783e506f2c131c733474e/73102056.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Japanese video game giant Nintendo's gam","caption":"Japanese video game giant Nintendo's gam","creditText":"YOSHIKAZU TSUNO—AFP/Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/business/","name":"Business"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/time-section-tech/","name":"Tech"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/3747248/nintendo-dena-mobile-gaming-consoles-sony-microsoft/","name":"Nintendo Announces Plans to Expand Into Mobile Gaming"}}]}] ```