You're comparing apples to oranges. And smartphone game developers and their marketing teams are willing to be far, far more unscrupulous with their marketing. As in they will straight up ignore telling you jack about the game and just try to drag you in with various forms of emotional appeal.
Not defending Nintendo, they need to get back to where they were at the start of the Wii generation or even better back to the launch of the N64 where they marketed their differences as being the coolest part about them. Get N or Get Out basically amounted to "Yeah, we're different. Don't like that? Well **** you" presented in such a way that it made the games and console feel badass. The Wii U could actually use such an add, especially with Smash, Kart, Bayo2, Hyrule Warriors out and Zelda, Splatoon, Xenoblade, and Devil's Third on the way, all games that could easilly be spun for this kind of approach.
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