Announcing a new 3D Mario game prematurely could kill hype, say former Nintendo marketers

With each Nintendo Direct, many followers await a glimpse of a new 3D Mario adventure. Super Mario Odyssey appeared in 2017, leaving these gamers anxious for a follow-up. However, former Nintendo marketers Kit & Krysta warn that an early release date announcement could ultimately frustrate fans.

How Nintendo has handled past delays

In a recent YouTube podcast, they discussed long development cycles with Switch and Switch 2 games like Metroid Prime 4: Beyond. After Retro Studios took over for Bandai Namco in 2019, the title didn’t ship until early December 2025. Once it debuted, holiday sales figures show it failed to meet the system-seller status.

Although successful, Zelda games, including Tears of the Kingdom, also didn’t arrive when expected. Krysta Yang cautions against a similar approach with a new 3D Mario game. It can often be difficult to anticipate the challenges of inventing innovative gameplay.

Calling early reveals a “dangerous game for them to play”, Yang says that delays without explanations confuse fans. Other gamers may lose interest, as the industry constantly promotes new AAA titles.

Co-caster Kit Ellis also notes how the news cycle has changed from past generations. With the decline of print magazines, publishers no longer need to preview games well ahead of release dates. Companies can launch high-impact campaigns later in the process, keeping buyers focused before a title launches.

How far along is a new Mario game?

Of course, Nintendo hasn’t confirmed that a fresh 3D Mario project even exists. With Donkey Kong Bananza enlisting members of the Super Mario Odyssey team, that may have hindered a new Switch 2 game. Still, insiders expect that with Odyssey now nine years old, a follow-up is inevitable. An earlier Kit & Krysta podcast suggested that Nintendo could use The Super Mario Galaxy Movie premiere in April to build hype.

Ideally, the plumber could begin exploring a new open world during the 2026 holiday season. Another rumored Nintendo Direct in the next few months is worth watching for. Given the immense anticipation, fans would likely remain captivated until late in the year.