Mario Kart Tour to End Service Amidst Nintendo’s Conflicting Mobile Strategy

There’s some confusion surrounding Nintendo’s stance on mobile gaming: are they back in the game or stepping away? Just over a month ago, the company launched Pictonico!, marking its third new mobile title in a year. This seemed to indicate a renewed interest in a market they had initially rushed into during the challenging Wii U era, only to retreat once the Switch gained momentum.

However, the situation has taken a turn with the announcement that Nintendo will be shutting down one of its most successful mobile ventures, Mario Kart Tour, on September 29. In a statement, the company confirmed the end of service for this online kart racing game. Unlike the transition made with Animal Crossing: Pocket Camp in 2024, there’s no word on a paid version without in-app purchases to take its place.

As of now, players can no longer purchase rubies, the in-game currency for Mario Kart Tour. Any rubies already owned can still be used for in-game purchases until the service concludes. Automatic renewals for the Gold Pass subscription have been disabled, but current subscribers can enjoy their benefits for free until the end date. Additionally, all players will receive free Gold Pass perks from August 4 until the service ends.

Mario Kart Tour is joining a growing list of titles from Nintendo’s initial mobile phase that have been discontinued, including Miitomo, Pocket Camp, Dragalia Lost, and Dr. Mario World. The company’s biggest mobile success, Fire Emblem Heroes, released in 2017, continues to thrive, along with the augmented reality game Pikmin Bloom from 2021. Super Mario Run, a paid title that doesn’t operate as a live service, is still available as well.

So, why would Nintendo shut down one of its most successful games if they still have an interest in mobile? The likely reason is that Mario Kart Tour is no longer performing well enough to justify ongoing updates. While it was a success, it never quite reached the top tier of mobile games. Estimates suggest it earned between $200-300 million over its lifetime, but it currently doesn’t appear in the earnings charts. In contrast, Fire Emblem Heroes has reportedly surpassed $1 billion in earnings and remains among the top 60 mobile earners, generating around $2 million monthly.

This move indicates that while Nintendo may still be interested in mobile gaming, their enthusiasm for maintaining free-to-play live-service titles has waned. Of their three recent mobile releases, only Fire Emblem Shadows, a less well-received spinoff, fits the live-service model. Hello, Mario! is a free app primarily promoting a new merchandise line for preschoolers, while Pictonico! is a free download with optional level packs for purchase, requiring minimal updates since its appeal relies on the player’s photo library.

In summary, Nintendo is still engaged in mobile gaming, but only when it aligns with their current strategy and workload.