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Shigeru Miyamoto says Nintendo needs to be “strict” when creating new characters, and even questioned if it would “be better to just use Mario” during Splatoon’s development
Nintendo's Shigeru Miyamoto has said the company needs to remain "strict" about creating new characters, revealing that during the development of Splatoon he even questioned whether it "would be better to just use Mario" instead of building a brand new IP. The comments underline how cautious Nintendo is about expanding its roster of characters, given the enormous risk and resource investment involved in launching an original property rather than relying on an established, bankable face like Mario.
Splatoon went on to become one of Nintendo's most successful new franchises in decades, but Miyamoto's remarks suggest its ink-splatting squid kids were not a guaranteed bet internally, with senior figures weighing the safer commercial option of reusing an existing mascot. His comments reflect Nintendo's broader philosophy of only greenlighting new characters when they can justify their own identity and appeal, rather than creating them for novelty's sake.
In short
- Miyamoto says Nintendo must be strict when creating new characters
- He considered using Mario instead of new IP for Splatoon
- Splatoon later became a major original Nintendo success
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Nintendo's disciplined approach to character creation reflects sound business judgment. Original intellectual property requires substantial investment with genuine commercial risk, whilst established franchises offer proven returns. Strict selectivity ensures resources allocate to characters with demonstrable identity and market viability, minimising costly failures and serving shareholder interests. This careful gatekeeping represents prudent stewardship in an industry where most new concepts fail commercially.
The case against
Excessive conservatism about new intellectual property threatens the creative dynamism that sustains entertainment industries. Splatoon's extraordinary success demonstrates that fresh characters and original concepts can generate returns justifying their development costs and fundamentally reshaping market opportunities. Companies prioritising risk minimisation over innovation risk stagnation as competitors pursue bolder strategies. Gaming's history shows transformative successes frequently emerged from willingness to develop genuinely novel properties rather than repeatedly repurposing established franchises.
Explained simply
Shigeru Miyamoto is one of Nintendo's most celebrated designers, responsible for iconic characters like Mario, Zelda and Donkey Kong. Because of his senior position within the company, his views on creative decisions carry considerable weight.
Nintendo is known for being very cautious about creating brand new characters and franchises, preferring instead to develop games around established mascots like Mario. This strategy reflects the enormous financial risk and resource investment involved in launching an original character, as there is no guarantee it will appeal to players or succeed commercially.
Splatoon is a shooting game featuring colourful squid-like characters that became one of Nintendo's most successful new franchises. Miyamoto's comments reveal that even Nintendo's senior leaders questioned whether it would be safer to use Mario rather than risk developing something entirely original, yet Splatoon ultimately proved that creating new characters could be hugely profitable.