I think youre missing the point of the article. I think what he's trying to say is that Nintendo is still coming up with great gameplay ideas, but why do they have to stick their old franchises on them? For instance: The gameplay idea for Warioware is to have a lot of rapidfire, fun minigames. Why did they need to slap the Wario name on it, rather than make up a whole new set of fun, original characters for the players to fall in love with? Same thing with Donkey Konga: Nintendo wanted to make a rhythm game. Why did they slap the Donkey Kong franchise on it, rather than making an original setting for the game? We all know Nintendo has a lot of creative people and they certainly could have done it if they wanted to. The problem is this: By slapping their new games with old, familiar franchises, they guarantee that that game will sell a good number of copies. However, they have gotten into a situation where they also guarantee that a lot of people will dismiss the game out of hand simply because it has the cute cuddly familiar Nintendo characters in it. Therefore, Nintendo games are getting to the point that they only appeal to people who already like Nintendo, and we can see from the declining marketshare of the Nintendo home consoles over the past 10 years or so that the number of people who are Nintendo fans is slowly shrinking. Now obviously, this does not apply to games like Zelda or Metroid. If Nintendo wants to make a new platformer, then by all means, use Mario. If they want to make a first person adventure game, then by all means, make it a Metroid one. But Nintendo has to start thinking of ways to expand their fan base, and putting their big franchise names on games that have nothing to do with the franchise (like Mario Pinball) certainly isnt going to do the trick.