“This is a triple-A Mario launch, and we hope it will perform strongly, and surprise and delight Wii owners this Christmas – and then into 2010 and beyond. It’s a pretty busy month in terms of releases but we hope that the quality of the title and the strength of the Mario brand will shine through. The four-player mode is definitely key. I’m sure anyone who played the E3 version knows how much fun it is jumping on other players’ heads, competing for points and racing until the end of the level. It’s like a cross between Super Mario World and Mario Kart. Doesn’t that sound amazing? We’ve just got the game into the office and it’s even better than we hoped it would be – in fact, the Official Nintendo Magazine has given it 96 per cent. It’s a game that’s been designed with real Mario fans in mind, whilst the multiplayer mode opens it up to the broader Wii audience. We think it could be a contender from Christmas No.1, and will certainly be around the top of the charts this festive period.” - senior product manager Rob Lowe

I think New Super Mario Bros. Wii is going to be an absolutely huge seller, but it's going to take some time to get up to that point. I really don't see Mario being able to take down the Call of Duty gang, but I'd love to be wrong. Perhaps the planned marketing campaign will nudge things in the plumber's direction...

- demos at the Nintendo House Sampling Tou
- dedicated TV campaign kicking off with 10-second teaser ads in the two weeks leading up to release
- more TV spots in November and December that feature CGI Mario animation, as well as Mario fans playing the game for the first time
- ads aimed at children and families
- ads on children’s TV channels, site takeovers on key gaming and kids’ websites, and cover-wraps and gatefolds on all major kids’ magazines

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