The pivot to mobile has been welcomed by investors who've cheered the company's recent success with "Pokemon Go" – a game developed by Niantic with the franchise licensed by the Pokemon Company, which Nintendo is invested in. It also released "Miitomo", a social app that was developed alongside DeNA, in March.
Nintendo has committed to releasing a number of mobile games. Unlike the majority of mobile titles operate on a so-called freemium model – where the app is free to download but monetizes through in-game purchases. But Nintendo has opted for a one-off price.
"Super Mario" is one of Nintendo's most famous games, with the whole franchise selling over 500 million units, according to research firm VGChartz.
While some analysts are concerned that the price could be too high, others were more bullish because of the strong brand of Nintendo and Mario.
"Offering a free game with an option to unlock all the available content for just $9.99 will appeal as a pricing point to many. Many successful mobile games, such as 'Clash of Clans' by way of example, have seen an annual spend of over $100/year/gamer. So to set a low incentive (zero to try) and then a low total cost when engaged could set Nintendo on a differentiated path which, ultimately, could be a game changer to address a wider audience," Neil Campling, head of global technology, media and telecoms research at Northern Trust Capital Markets, wrote in a note on Tuesday.
"For unlimited use of 'Super Mario Run' it is the price of a just one month of a Netflix subscription, or one month of Spotify premium or a fraction of a traditional game ASP (average selling price)."
Campling added that the partnership with Apple was "perhaps the biggest endorsement we could possibly have imagined" for Nintendo's mobile strategy.
Investors are hoping that Nintendo's recent success in mobile gaming has reinvigorated the brand to help drive sales of its upcoming Switch console which is slated for release in March 2017.