Well you can define milking how you'd like, but to a certain extent, using the same character again and again is how you draw in the fans. Do you think James Bond or Sherlock Holmes got milked? Fans weren't demanding innovation in Bond books or films or in Holmes books.
If a game sells well, it will get a sequel. If a franchise continues to sell well, it will get many sequels and spin-offs. It' the same with every franchise and every developer. Mario games will stop being made when they stop being the best.
The Mario franchise is unique in that not only does it always bring the same flavor of fun, it always innovates, so we can have the same old fun in new different ways.
Mario is synonymous with fun video games. When a new major Mario game comes out, people pay attention. When a new Sonic or Mega Man game comes out, nobody even notices.
Mario cameos are all over the place because he is the single most recognizable face in gaming.
And what do you think about the cameos in Soulcalibur?
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