The game for AAA right now is payola. If you want games from the big third parties and the sales don't justify it, you need to make it worth their while. Sony and Microsoft play this game, but Nintendo typically doesn't, especially lately.
Nintendo has done things they call partnerships and publishing of third parties in the past, and they have paid for platform focused ads, but it hasn't happened as much lately.
They probably stopped doing it for two reasons: It wasn't profitable, and once that door is opened, it doesn't close. Activision wants a bigger cut of online sales from your store, Rockstar gets paid for exclusive DLC, etc.