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Companies like Nintendo, Microsoft and Sony tend to pay for advertizments for third party published games as a way to "Buy" exclusive games without having to transfer money from one company to another ...

Which makes me think Nintendo's third party difficulties might be the result of Sony and Microsoft's efforts to "Buy" support from third party publishers; which is a dangerous game to be involved in. In the short run this can really benefit Sony and Microsoft because they can maintain "control" over some key third party developers and IPs; over a longer period of time this control will slowly fall away because the inevitable bidding wars will drive the price of a game up, the lure of the leading platform will become greater, and there is only so much money you can spend to gain a single IP.