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onionberry said:
It's a game developed for phones, to play one handed while you eat a hamburger like he said. Also brand awareness, Nintendo is thinking that a lot of phone users are going to say "ok this is really fun, now I want to play a real mario game" and that could work, it works for pokemon.

Exactly this. Millions of people know Mario but there are still so many that haven't played any of the games in years. You get them interested in a Mario game like this and then make them want to pick up a console to play the full length souped up games.

 

And worst case scenario you just make a boatload of money from this to use for attracting 2nd party and 3 party developers to the NX.