????自蘋果2007年發(fā)布iPhone以來，任天堂的股價(jià)下跌了近80%。

????憑借3DS系列手持游戲機(jī)，這家日本游戲廠商仍然在便攜式游戲機(jī)市場(chǎng)占據(jù)統(tǒng)治地位。但無可否認(rèn)，這一巨大利好正在逐漸縮水。市場(chǎng)研究人員預(yù)計(jì)，任天堂今年將從該市場(chǎng)獲得41億美元的軟件收入和31億美元的硬件收入。

????顯然，利潤正在流向其他手持設(shè)備——智能手機(jī)和平板電腦。網(wǎng)絡(luò)調(diào)研公司eMarketer預(yù)計(jì)，到2015年底，智能手機(jī)用戶將達(dá)到19.1億，平板電腦用戶也將達(dá)到10億。

????任天堂希望憑借公司獨(dú)創(chuàng)的游戲人物，比如馬里奧（Mario）、林克（Link）、大金剛（Donkey Kong）、星際火狐（Star Fox）和星之卡比（Kirby），進(jìn)入這個(gè)蓬勃發(fā)展的市場(chǎng)。通過與日本移動(dòng)游戲廠商DeNA合作，該公司將為智能設(shè)備專門開發(fā)擁有任天堂游戲人物的原創(chuàng)作品。

????憑借這一舉動(dòng)，任天堂不僅能夠開發(fā)面向智能設(shè)備的游戲產(chǎn)品，還可以繼續(xù)為該公司自身的游戲機(jī)提供擁有這些人物的獨(dú)家游戲。IDC公司的游戲分析師劉易斯?沃德預(yù)計(jì)，由于這些游戲人物的吸引力很強(qiáng)，任天堂的移動(dòng)游戲有望躋身全球游戲前十強(qiáng)。

????任天堂發(fā)言人對(duì)《財(cái)富》表示：“我們有機(jī)會(huì)接觸到數(shù)億用戶。當(dāng)這些顧客喜愛上任天堂獨(dú)一無二的游戲玩法時(shí)，他們就會(huì)發(fā)現(xiàn)，只有在任天堂專有的電子游戲平臺(tái)上才有機(jī)會(huì)享受更優(yōu)質(zhì)的游戲體驗(yàn)?！?/p>

????這位發(fā)言人還表示，即便公司開發(fā)的是同一款游戲，在任天堂游戲機(jī)和智能設(shè)備上的游戲體驗(yàn)也有所不同。他補(bǔ)充道，任天堂相信，他們和DeNA如果在智能設(shè)備上提供類似任天堂游戲的內(nèi)容，就能拓寬業(yè)務(wù)范圍，也不會(huì)損害公司知識(shí)產(chǎn)權(quán)的價(jià)值。

????電子游戲研究公司Newzoo的分析師彼得?沃爾曼表示：“任天堂花了很長(zhǎng)時(shí)間，終于意識(shí)到2015年規(guī)模300億美元的移動(dòng)游戲市場(chǎng)太大了，不容忽視。他們甚至還意識(shí)到，未來的游戲不會(huì)受到設(shè)備的限制，其專有游戲?qū)?huì)通過云，傳遞到每一塊電子屏幕上?！?/p>

????沃爾曼表示，頂級(jí)的移動(dòng)游戲?qū)I權(quán)可以獲得10億美元以上的收入。任天堂的系列游戲影響力強(qiáng)大，在移動(dòng)游戲市場(chǎng)價(jià)值會(huì)超過20億美元。市場(chǎng)研究公司Digi-Capital的董事總經(jīng)理蒂姆?麥洛表示，任天堂在主機(jī)游戲上的年增長(zhǎng)率僅有個(gè)位數(shù)，對(duì)他們來說，移動(dòng)游戲領(lǐng)域整體22%的年增長(zhǎng)率，既是需要把握的機(jī)遇，也是將要應(yīng)對(duì)的挑戰(zhàn)。

????在與索尼PlayStation 4和微軟Xbox One的競(jìng)爭(zhēng)中，任天堂的Wii U游戲機(jī)敗下陣來，這也許是促使該公司轉(zhuǎn)變思路的重要因素。與此同時(shí)，DeNA最近還與《漫威奇跡英雄》系列游戲的開發(fā)商漫威公司，以及《最終幻想：記憶水晶》的開發(fā)商的Square Enix展開合作。

????沃德表示：“這是兩大弱勢(shì)方的一次合作，應(yīng)該會(huì)獲得雙贏。DeNA的本土游戲表現(xiàn)不佳，所以他們開始與那些知名廠商合作，而過去兩年的糟糕業(yè)績(jī)讓任天堂也有理由接受對(duì)方伸出的橄欖枝?！?/p>

????作為新合作的一部分，任天堂和DeNA通過資本聯(lián)盟，各為對(duì)方投資了1.81億美元。雙方還將在今年秋天開發(fā)和推出一項(xiàng)新的網(wǎng)絡(luò)會(huì)員制服務(wù)，該服務(wù)橫跨智能設(shè)備、個(gè)人電腦和任天堂3DS、Wii U等任天堂產(chǎn)品。

????任天堂公司總裁巖田聰還宣布，公司將開發(fā)一款代號(hào)為NX的新主機(jī)。他并未進(jìn)一步公布詳細(xì)情況，但表示任天堂將一如既往地開展硬件業(yè)務(wù)。

????沃德指出，憑借《星之卡比：彩虹詛咒》、《馬里奧派對(duì)10》和《塞爾達(dá)傳說》等獨(dú)家游戲，Wii U在2015年的表現(xiàn)將空前強(qiáng)勁。這些人物和游戲?qū)⑴c那些花費(fèi)更多時(shí)間在平板電腦和智能手機(jī)上娛樂的主流玩家，進(jìn)行前所未有的親密接觸。（財(cái)富中文網(wǎng)）

????譯者：嚴(yán)匡正

????審校：任文科

????Since Apple launched the iPhone in 2007, Nintendo stock has dropped nearly 80 percent.

????The Japanese game maker still dominates the portable video game market, thanks to its 3DS family of handheld devices. But it’s an admittedly huge piece of an otherwise shrinking pie that market researchers estimate will generate $4.1 billion in software revenue and $3.1 billion in hardware revenue this year.

????The money is moving to those other handheld devices, of course—smartphones and tablets. By the end of 2015, eMarketer estimates there will be 1.91 billion smartphone users and 1 billion tablet users.

????Nintendo wants to tap into this growing market with its original game characters such as Mario, Link, Donkey Kong, Star Fox, and Kirby. Through a new partnership with Japanese mobile game publisher DeNA, it will design original games featuring Nintendo characters exclusively for smart devices.

????The move allows Nintendo to continue to deliver exclusive games featuring these characters for its own devices, while offering separate adventures designed for smart devices. Lewis Ward, video game analyst at IDC, predicts Nintendo mobile games could grow into Top 10 hits on the global games charts because the appeal of these characters is so strong.

????A Nintendo spokesman told Fortune: “We have the opportunity to reach hundreds of millions of people. As these consumers enjoy the unique kind of gameplay found only with Nintendo, they will have the opportunity to explore even more premium experiences on Nintendo’s dedicated video game platforms.”

????The Nintendo spokesman also said that even when the company uses the same intellectual property, the gaming experience will be different on Nintendo hardware and on smart devices. He added that if Nintendo and DeNA can provide Nintendo-like content on smart devices, Nintendo believes that it will be able to expand its business while keeping the value of its intellectual property intact.

????“It took them a long time, but Nintendo finally realized that the $30 billion mobile gaming market in 2015 is too big to ignore,” said Peter Warman, analyst at video game research firm Newzoo. “Nintendo might even realize that the future is device-agnostic, and franchises will eventually be delivered to every screen through the cloud.”

????Warman said top mobile game franchises can generate over $1 billion. Nintendo’s strong franchises could be worth more than $2 billion in the mobile games market. With revenue growth rates for console games in single digits, the 22 percent compound annual growth rate seen in the mobile segment is an opportunity and a threat that Nintendo needed to address, added Tim Merel, managing director at Digi-Capital.

????The failure of the Wii U to compete with Sony’s PlayStation 4 and Microsoft’s Xbox One may have played a significant role in Nintendo’s shift in thinking. At the same time, DeNA has focused recently on partnerships with companies such as Marvel for Marvel Mighty Heroes and Square Enix for Final Fantasy: Record Keeper.

????“This is a partnership between two weakened parties, and this could prove to be beneficial for both,” Ward said. “DeNA’s home-grown games haven’t performed well so they’re now working with established brands through partnerships, and that poor performance over the last two years like gave Nintendo favorable terms for this relationship.”

????As part of the new collaboration, Nintendo and DeNA invested $181 million in each other through a capital alliance. The companies will also develop and launch a new online membership service this fall that will be accessible from smart devices, PC and Nintendo systems like the Nintendo 3DS and the Wii U.

????Nintendo president Satoru Iwata also announced that the company is working on a new console, codenamed NX. He revealed no further details, but said that Nintendo is committed to continuing its hardware business.

????Ward noted that Wii U will have its strongest year yet in 2015 because of the strong lineup of exclusive franchise games like Kirby and the Rainbow Curse, Mario Party 10 and The Legend of Zelda. It’s those characters and franchises that could connect with the more mainstream audiences that are spending more time playing games on tablets and smartphones than ever before.