The most well-known video game characters to non-gamers.

[haxxiy]

TreeTurtle said:

It's more like this for todays standards in my opinion. Mario characters dominate of what non-gamer people know.

Worldwide, I'd guess is more like:

Mario = Pikachu >>>> an abyss >>>> Lara Croft, Master Chief, Link etc. the exact order depending where you live.