Nintendo already had the perfect IP for the shooter market that suited their image well but was still "cool"
Bond was perfect for Nintendo. Cool, but not grossly violent, it's still something a kid can play without his mom freaking out. After all his parents grew up on Bond too. And it crossed over big time in helping Nintendo sell to non-Nintendo fans. I know lots of people who bought an N64 for GoldenEye who couldn't have given a rats ass about Mario.