Samantha Sawyer

Media Studies
February 28, 2016
Period 4
Gaming Case Study:
Nintendo: Donkey Kong and Mario Kart
History:
Nintendo is a Japanese electronics and software company in Kyoto, Japan and was
founded on September 23, 1889 by Fusajiro Yamauchi. The company is the largest video
company in income, but before its large success it originally made hanafuda playing cards in
1889. In 1963, they delved into some smaller businesses to start up, such as love hotels and cab
services. After switching interests from making toys in the 1960s to creating a video game
company in the 1970s, Nintendo became one of the most prominent gaming companies in the
video game industry in Japan. It has also become the third most valued company with over $85
billion dollars in their market. As a start to their success, in 1956, Fusajiro Yamauchis grandson
named Hiroshi Yamauchi visited him in Japan and quickly discovered that their card game
business was lacking potential of bringing in income. Then later in 1963, Fusajiro Yamauchi
decided to rename the company from Nintendo Playing Card Co. Ltd to the name we mostly
recognize today, Nintendo Co., Ltd. Nintendos first step into the video game world began in
1974 when they were trying to secure the rights of Magnavox Odyssey video game console to
distribute it and in 1977 they created their own hardware in Japan. Once Nintendo came out with

the Color TV-Game, their company became more and more popular, resulting in an evolution to
their gaming devices and games as technology continues to improve.
Technology Evolution and Impacts:
The gaming industry has continued to blossom and evolve over time, especially with the
big boom of technology that is taking over much of todays society. Nintendo is an enormous
video game company that remains to advance its technology as it creates more and more
products for people to interact with and enjoy. Nintendos first video game product was
developed in the 1970s when Mitsubishi Electric offered to create a joint development of "Color
TV Game Machine". Then later in 1975 Nintendo decided to make their very first arcade game
called EVR Race, and soon after they developed more and more games, such as Donkey Kong
and Radar Scope. Due to the success of these popular games, Nintendo decided to create a new
piece of gaming equipment, that would forever change the way video game consoles have
evolved. In 1982, they created "The Advanced Video System", or also known as AVS. This
system came with a lightgun, a joystick, a tape drive, and was made of a computer. This changed
the way players interacted with the games completely, especially in 1989 when the first Game
Boy was released. The Game Boy was so extremely popular, that it had sales of 118 million
dollars and its first game sold 14 million copies across the world. Then in 1996, Nintendo
released the Nintendo 64, which left fans in utter shock and amazement from how diverse this
new gaming system was. The N64 sold over 500,000 units on the first day it was released in
Japan, and over 350,000 units in North America. Although this gaming system became
tremendously popular, competition grew from third-party competitors, who released cheaper
versions for their gaming consoles. Although this hostility still exists today, Nintendo still
perseveres and continues to be in the lead, no matter how bad competition has gotten over the

years. Presently, the Wii U gaming system is the newest and most popular currently, with games
such as Mario Kart 8 with over 5.87 million copies sold and Super Smash Bros. for Wii U with
over 490,000 copies sold in the United States. Therefore, Nintendos large success mainly comes
from their video game systems and games, and they have deeply impacted the gaming industry
as they continue to advance and improve technology.
Distribution Practices and Marketing Strategies:
Similar to how music producers and film companies advertise their movies and bands,
video game companies also practice distribution and marketing strategies. Nintendo is on a
surplus of media platforms, such as YouTube, Instagram, Facebook, LinkedIn, and Google Plus.
Most importantly, Nintendo has their very own website, which includes a variety of sources for
fans to gain information on the latest games and products. The website features how much a Wii
U costs and games that go along with it, making the viewer able to see the selection of games
they can purchase that corresponds with the type of gaming system. They also have a tab that
rates their bestselling video games, as well as brightly colored images of the games with
information about it. This lures the person into wanting to purchase them, due to how they use
marketing and advertising techniques. They also display a shiny, red Nintendo 3DS on their
page, which is interactive and has information about the device on there once the person clicks it.
Besides video game consoles and devices, the website also provides interactive pictures of their
games and figurines, such as their amiibos. The amiibos are small figurine-like collectibles that
serve as a way to connect a certain character from a game, into a whole other game to interact
with. This distribution practice allows Nintendo to advertise old video games from these
characters into new games, making even the oldest games relevant. Nintendo remains to practice

distribution and marketing strategies, which is why their company has continued to thrive and
stay so popular with the gaming audience of todays youth and even older generations.
Diversification and Convergence and Productions:
Nintendo uses diversification and convergence through platforms such as technology and
film. Surprisingly enough, the two well-known video game character brothers, Mario and Luigi,
actually have a movie about their wild adventures come to life. The movie titled, Super Mario
Bros., was released in 1993 and it was distributed by Buena Vista Pictures and the production
companies were Hollywood Pictures, Lightmotive, and Cinergi Productions. The movie displays
diversification and convergence between technology and film, and how two completely different
platforms can come together to produce a type of media for all types of viewers to enjoy. By
doing so, this allows the different companies to draw in a variety of viewers, from video game
lovers to retro movie junkies. Hollywood Pictures is also a sub company of the Walt Disney
Company, which allows their fans to view this material as well. Due to these companies joining
together to produce this creation from two different media sources, it is a great way to share
Nintendos abilities to use diversification and convergence through their productions.
Case Study 1:
Donkey Kong
Brief History:
Donkey Kong is Nintendo arcade game, Game Boy game, and video game character that
has remained as a popular gaming figure since 1981. Donkey Kong was first released as an
arcade game, which in the 80s and presently is known as a platform game. It is known as one of
the most popular arcade games of all time and most important titles from the Golden Age of

Video Arcade Games. Originally, the game is about Mario trying to save a woman named
Pauline from the enormous gorilla named Donkey Kong. Ever since 1981, Donkey Kong has
been featured in other games such as Donkey Kong Country, Mario Kart, Super Smash Bros, and
Mario vs. Donkey Kong. The whole premise of Donkey Kong was based off of the character
Popeye, due to his very large muscles and the love triangle between Mario and Pauline. This
popular ape is still around in todays video games and remains to gain success despite how old
the character is.
Major Productions:
Donkey Kong has been in a surplus of video games, ranging from different eras and
Nintendo games and devices. Many of Donkey Kongs major productions in the 80s was the
arcade game in 1981, Donkey Kong 1, 2, and 3, and Donkey Kong Jr. Math in 1983. In the 90s
they produced Donkey Kong 94 in 1994, Donkey Kong Land in 1995, Donkey Kong Land 2 in
1996, and Donkey Kong Land 3 in 1997, in Diddy Kong Racing in 1997, and Donkey Kong 64
in 1999. Throughout the 2000s they produced Donkey Konga in 2003, Donkey Kong Jungle Beat
in 2004, and DK: King of Swing in 2005, DK: Jungle Climber in 2007, and Donkey Kong Barrel
Blast in 2007. As well as other current Donkey Kong Games, Donkey Kong definitely has a wide
range of video games ranging from the 80s to the 2000s. All of these games still include the
major theme of a platform game and Donkey Kong going on adventures to beat bosses with his
monkey companion Diddy Kong.

Marketing and Distribution Practices and Convergence:

Donkey Kong has been presented and advertised mainly through the marketing and
distribution practices of video games. Although Donkey Kong does not have any social media
platforms of its own, it is still relevant today and promoted as a very popular video game.
However, Donkey Kong has been in a television series and also a movie, which is a great
strategy for viewers to see the video game character throughout different platforms. Donkey
Kong was featured in the television show Saturday Supercade, and it centered the life of a circus
ape escaping the circus and Mario and Pauline decide to go off and chase after him. He was also
in another television show called Donkey Kong Country, which was based on the actual game
and was aired in France and the United States. Another way Donkey Kong has been marketed
and distributed through convergence was through film, when he was depicted as the main
antagonist in the 2015 movie Pixels. As a result of Donkey Kong being used in these different
media platforms, the audience has increased because of this and evolved as video games and
television advanced over time. Now the audience is much larger and Donkey Kongs relevance
has remained to this day because of how it has been marketed and distributed through these
techniques and practices of convergence.
Impacts of Changing Technology:
Donkey Kong has been impacted and changed through society due to technology
changing. For example, as previously stated, Donkey Kong has been shown through media
platforms such as video games, television shows, and movies. As Nintendo continued to change
their own gaming consoles, systems, and devices, so did their games. Donkey Kong remains very
popular between all audiences ranging from a large span of ages, because of how it has impacted
the video game industry. Now that more and more video game companies are coming out with

newer systems and games, these types of old retro games are impacting the way audiences are
interacting and viewing these games. In order to remain relevant and stay up to date, Donkey
Kong still thrives throughout the video game world as it improves its graphics, story lines, and
adds more characters. Therefore, Donkey Kong has been deeply impacted by changing
technology and it is also changing with technology as they both progress and further advance in
society.
Case Study 2:
Mario Kart
Brief History:
Mario Kart is a series of Nintendo go-kart racing video games, which includes
characters from all types of video games. Its genre is a racing video game and it was first
released in 1992 and most currently released in 2014. The game was released for the Super
Nintendo Entertainment System in 1992 and was developed and created by Shigeru Miyamoto.
Shigeru was the same man who created Super Mario Bros., as well as other extremely successful
video games for Nintendo. The reason for Mario Karts large success is due to other characters
from the popular game Super Mario Bros. implemented into this game, which therefore
advertises the other game and its characters into this one. The game features a variety of different
tracks to choose from, as well as the character to play as, how many players to include, how fast
to go, and the type of transportation to race in.

Major Productions:
Just like Donkey Kong, Mario Kart also has a very large amount of video games for
gamers to choose from, from the 80s to the 2000s. In the 80s, Mario Kart came out with Tennis
in 1984, and in the 90s Mario Kart came out with Super Mario Kart in 1992, Kart Fighter in
1993, Mario Kart 64 in 1996, and Diddy Kong Racing in 1997. In the 2000s, Mario Kart came
out with Mario Kart: Super Circuit in 2001, Mario Kart: Double Dash!! in 2003, Mario Kart
Arcade GP in 2005, Mario Kart DS in 2005, Mario Kart Wii in 2008, Mario Kart 7 in 2011, and
most recently, Mario Kart 8 in 2014. All of these games are still very relevant and popular today,
continuing the same basic theme of racing between friends, while playing as different video
game characters from an assortment of video games.
Marketing and Distribution Practices and Convergence:
Mario Kart definitely provides a surplus of different ways to use marketing and
distribution and convergence practices and techniques, mainly through their video games and
even online through their websites. Mario Kart has three main websites, where each website has
information about Mario Kart depending on the gaming device it is played on. On the Mario Kart
8 for Wii U website, it advertises the game by including their very own video trailer for the game
for viewers to click on and check out. It also includes the different video game characters that are
included in the game, the different tracks they are in, and the different vehicles the come with to
race in. The second website is about Mario Kart 7, and it also provides a video trailer for fans to
click on and watch to get a full in depth understanding of the game. The website shows never
before seen racing tracks, characters, multiplayer levels, items, and customizable karts. Lastly,
the third Mario Kart website is about Mario Kart Wii, and it the website starts off with its very
own video trailer. Showing the trailer to these games is a great way to market and distribute these

games, while using convergence of the internet and video games to advertise them. The website
also promotes viewers to buy the game, which is another strategy to use to get fans to purchase
the game once they view them on these websites.
Impacts of Changing Technology:
Similar to Donkey Kong, Mario Kart has also been impacted through the change and
advancements of technology throughout society. Mario Kart has a superfluous amount of video
games to offer for all ages, from children and teens, to young adults and even parents! Besides
their successful video games, Mario Kart is also very effective when gaining new viewers and
fans, through their variety of websites. Each website displays the games in different ways from
their different gaming device platforms, and advertises them with videos and interactive pop-ups.
Technology has definitely changed and impacted Mario Kart, mainly because of how society
continues to progress and is constantly craving the newest and most improved types of
technology. From old gaming consoles and the DS, to the Wii and Wii U, the way these games
are presented on these devices shows how far Mario Kart and other Nintendo games have truly
evolved. Therefore, Mario Kart will still continue to improve and change with technology, from
the assortment of characters to choose from, different tracks and layouts, and the way a player
can customize their vehicle.

Works Cited:
1. "Nintendo - Official Site." - Video Game Consoles, Games. Web. 28 Feb. 2016.
2. "Official Site Mario Kart 7 for Nintendo 3DS." Mario Kart 7 for Nintendo 3DS. Web.
28 Feb. 2016.
3. "Official Site - Mario Kart 8 for Wii U - Home." Mario Kart 8 for Wii U. Web. 28 Feb.
2016.
4. "Official Site Mario Kart Wii." Official Site Mario Kart Wii. Web. 28 Feb. 2016.
5. Wikipedia. Wikimedia Foundation. Web. 28 Feb. 2016.