They just have a good business setup with people who think about gaming entirely different from everyone else. Have they tried to play it safe, a lot of times and clearly with titles like Zelda and Mario, they tried to appeal it to as wide as possible. However they consistently have no fear in changing ideas and rebranding things. It was clear Zelda needed a shakeup but they left a distinct touch to open world games. Same with Mario and 3D platforming when really in terms of numbers for nintendo, nothing suggested that before.
Obviously they've created an economic environment to build this creativity, but they deserve credit for it. They never panic and they understand when they need to change, how to compete as an underdog (they are now) and build brand loyalty. Kudos to them.
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