The N64's gimmick was its 3D hardware and analog controller. NES had a shit ton of gimmicks ROB and the Zapper. Even the SNES was designed around Mode 7 and a large color pallet. What I'm saying is that Nintendo typically has a unique mission for each of its platforms.
The N64 was the natural progression for 3D graphics, the SNES already had Star Fox and the Super FX, 3D was the next logical step. To have a 3D play system, you need a 3D controller, hence the analog stick.
The Zapper and ROB were just marketing ploys to get stores in the US to stock the NES after Atari's downfall, it's not many games even supported either device.
Nintendo was in the hardware business for like 20+ years before Wii and DS.