Nintendo’s Creative Approach: Why Gameplay Innovation Drives Franchise Success

Nintendo is renowned worldwide for its iconic franchises such as Mario and The Legend of Zelda, captivating generations of players and defining the landscape of interactive entertainment.

While the company occasionally introduces fresh IPs, its enduring popularity is largely anchored in ongoing series loved by fans.

This strategic focus has evolved over decades, with the Nintendo Switch era seeing both the revival of classic titles and the successful introduction of new properties like Splatoon and ARMS. A recent interview with Ken Watanabe, a former software developer at Nintendo, published by Bloomberg, offers rare insight into the company’s philosophy toward game creation.

Watanabe, reflecting on his experience, emphasized that gameplay mechanics consistently take top priority at Nintendo, often shaping the very identity of new projects. "New franchises haven’t emerged just because there isn’t a pressing need for them," Watanabe explained, clarifying that the company’s approach centers on crafting innovative ways to play.

According to Watanabe, Nintendo teams focus primarily on solid gameplay before considering themes, art styles, or story elements.

The aesthetics—the 'skin or wrapper'—are determined by what best complements the gameplay innovations, rather than dictating the direction of the project from the outset. This gameplay-first mentality has led to the creation of standout original titles.

Splatoon, released for the Wii U in 2015 and followed by sequels on the Nintendo Switch, became Nintendo’s most successful new IP in the past decade, selling millions of copies and building a vibrant competitive community.

Similarly, ARMS, launched in 2017 for the Nintendo Switch, demonstrated Nintendo’s willingness to explore uncharted territory, even if not every venture achieves enduring commercial success. Yet, Watanabe’s comments also highlight Nintendo’s open and creative internal environment.

He described a company culture that actively supports initiative and autonomy among its developers.

"It’s not uncommon for someone to develop a project in secret and present it when it’s ready.

If it’s compelling, management may greenlight it for development," he shared.

This environment fosters experimentation, which occasionally results in unexpected new products or gameplay systems making their way to global audiences. While franchise reliability remains key for Nintendo, the company’s underlying commitment to innovative gameplay and nurturing creative freedom ensures it remains at the cutting edge of games development.

As seen in projects like Splatoon and the ethos across Nintendo Switch titles, gameplay innovation continues to define what makes Nintendo stand apart in the industry.

Splatoon Nintendo ARMS Xbox Series X|S Ken Success Franchise developer Ken Watanabe Bloomberg