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Asriel said:
Kimishima's financial Q&A suggested there are unrevealed 2017 titles in the works for Switch, so we should see them at E3. It could just be they're the heavily rumoured Smash Bros DX, Pokemon Stars and Mario/Rabbids crossover; the former two at least would make Switch's 2017 lineup even stronger.

Choosing Mario as the headline title is an interesting move- I think having such an overwhelming focus on Breath of the Wild last year has ultimately really helped both that game and Switch. Obviously Odyssey is going to be sharing the spotlight with a much broader array of titles than Zelda, but clearly Nintendo want people focusing on Odyssey for the Christmas season, and perhaps hope to recreate some of the interest that Zelda built up. Exciting times ahead.

I think its the more obvious move. It's Mario. The Michael Jordan of video games. Unless you've lived under a rock for 30+ years, you know who Mario is and what he represents. His presence at the closing ceremonies of the 2016 Rio Olympics garnered positive reception. The Odyssey trailer has more views on YouTube than even Zelda BoTW's story trailer that closed the Switch presentation. And if Mario stays on target for the holiday season, then the Switch will have a very solid title to close out the year.