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It's not fair to count Mario Kart/Smash Bros/Paper Mario/Mario Tennis/Mario Platformers... under the same "Mario" franchise. They have completeley different gameplay. Nobody would say that Knack (Platformer) and Gran Turismo are from the same franchise, for example. True, the difference is that Mario games are from the same "universe". But I think there's more difference between MK/Paper Mario than between CoD/put-another-generic-"new"-IP-shooter-title-in-here.