Japanese video game company Nintento has announced that its Super Mario Run mobile video game fell short of its expectations. The video game is the company's first attempt at bringing the beloved Italian plumber into the mobile gaming industry.

Super Mario Run failed to meet Nintendo's expectations. It was announced in January that the video game was downloaded around 78 million times on iOS. However, only 4 million were converted into paid players. According to Nintendo president Tatsumi Kimishima, revenues of the mobile video game did not meet the company's expectations.

The mobile video game is free to download. It was initially made exclusive to iOS but is now available on Android as well. Even if the video game is free to download, most of its content is locked and can only be accessed by paying a fee of £9.99.

Super Mario Run started off really strong when it was released exclusively for the iOS platform. However, the video game's play-to-pay model eventually caused players to abandon it. Kimishima and other Nintendo executives revealed that although the mobile video game did not hit expectations, it still proved to be quite profitable for the Japanese video game company.

Initially, players only had access to the video game's first world. However, once completed, a player would need to pay the required fee to move on to the rest of the video game's contents. There is no other way for players to continue unless they pay up.

Nintendo has since then released an update to the video game along with the release of the Google Android version. The update brings to it new levels that players can engage in without cost. The company hopes that this will get players to continue playing the game long enough to decide to pay the fee and gain access to other worlds.

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