Winning Mario Kart

This semester in BCM215, I researched the behind the scenes of Mario Kart. In my pitch I stated that I would dissect four key components to construct my analytical framework:

- Game Play Analysis

- Character Impact Study

- Track Dynamics and Design Influence

- Community Engagement

However I found more relevant and useful key components that tied in well with this subject:

- Media Archaeology

- Fandom

- Marketing & Advertising

Media Archaeology, Fandom, and Marketing & Advertising are more useful in constructing the analytical framework for this report because they provide a broader context and foundational understanding that can inform and enhance the specific components of Game Play Analysis, Character Impact Study, Track Dynamics and Design Influence, and Community Engagement. This will be evident later in the report.

"What influences our generation to continue to play Mario Kart?"

This was my main focus question when answering my DA.

I believe the research I undertook provides my answer to this question.

At first I decided I was just going to do blog posts. As I gain quite a lot of traction on my blog and new that my audience would enjoy diving into their old childhood best friend - Mario Kart. Until my friend who is undergoing study on the SIMS game, suggested it would be a good idea to promote the blog also, so I am able to receive a response from the public audience. So I decided to use my twitter (or X if you like) account so I was able to also connect with fellow BCM students and so future students can use my work for inspiration!

As I was posting on my account I realised I wasn't receiving much traction until I started using the #MarioKart

This allowed my posts to get on the Mario Kart algorithm and receive traction, I got a couple more views and likes. I learnt that an algorithm is An algorithm is a coded formula written into software that, when triggered, prompts the tech to take relevant action to solve a problem. Meaning my hashtag will allow my post to get onto the feed of an audience already interested in MarioKart! This also allowed me to see what other people are posting about Mario Kart and so I started scrolling...

Scrolling through twitter showed me how many ways people enjoy MarioKart! From simply playing the game to cosplay to even using it for a date! I took this into account when I started researching Community engagement. Community engagement is often associated with social media engagement which is the measurement of how people are interacting with your social media accounts and content, refers to likes/favorites, comments, direct messages, shares, retweets, saves, link clicks, and mentions.

I realised how these two terms come in hand and researched how I could utilise this in my DA. I came to find that when I follow other people with common interests they liked to follow me back, or when I engaged with their profiles they would do the same to mine. This allowed me to expand my audience and engage with people outside of the BCM215 Community.

Developing the Analytical Framework

Media Archaeology

Media archaeology is all about digging into the past to uncover the layers of meaning, context, and cultural relevance within a media artifact. In the case of Mario Kart, this means deep diving into the realms of gaming history to understand its evolution.

Mario Kart first skidded onto the scene in 1992 with "Super Mario Kart" for the Super Nintendo Entertainment System (SNES). The 16-bit graphics and innovative Mode 7 scaling and rotation technology made it a trailblazer in the racing game genre. At the time, gamers were thrilled by the introduction of a racing game featuring beloved Nintendo characters, and it quickly became a cultural phenomenon.

Over the years, Mario Kart continued to evolve, adapting to advancements in technology and design. Each iteration introduced new characters, vehicles, and tracks, catering to a wide audience, from children to adults. Its transition from 2D to 3D graphics with "Mario Kart 64" on the Nintendo 64 marked a significant turning point, showcasing the adaptability of the franchise.

The shift to portable gaming was also a pivotal moment for Mario Kart. Titles like "Mario Kart: Super Circuit" on the Game Boy Advance and "Mario Kart DS" on the Nintendo DS allowed players to enjoy the racing mayhem on the go, further expanding its reach.

Mario Kart's media archaeology is a testament to its ability to adapt to changing technologies, demographics, and tastes. This rich history informs not only the gameplay but also the community and culture surrounding the game.

Fandom

Fandom is like the heartbeat of any long-lasting media franchise, and when it comes to Mario Kart, it's no different. What's truly mind-blowing about Mario Kart's fan base is how it spans generations. Imagine parents who once rocked the game on their trusty SNES now passing the torch to their own kids. It's like a nostalgia-filled family reunion where the game becomes a bridge between eras.

But Mario Kart fandom is more than just playing the game; it's a full-blown celebration of its characters, tracks, and those unforgettable moments that make you jump off your seat in excitement. Take a look at social media, and you'll be drowning in a sea of fan art, fanfiction, and theories that'll make your head spin. It's a testament to the creative wildfire that Mario Kart has ignited.

And how about cosplay like I mentioned before? Folks from all over the world don their favorite character costumes at conventions, bringing the game's virtual world to life right before your eyes. It's like the game jumped out of the screen and into the real world.

Tournaments and competitive gaming are now a massive part of Mario Kart's fandom. Thanks to online multiplayer modes, players from every nook and cranny of the world come together to compete and share their secret strategies.

In a nutshell, Mario Kart's fandom is a living testament to the magic of well-designed, community-powered games. It shows how a game can evolve from a solo pastime into a full-blown social and cultural phenomenon. So, whether you're a new player or a seasoned veteran, there's a place for you in the wild world of Mario Kart fandom.

Marketing & Advertising

A successful game franchise doesn't thrive solely on gameplay; it requires effective marketing and advertising strategies to capture the hearts of players. In the case of Mario Kart, Nintendo has proven itself a master of the art.

One of the key marketing strategies for Mario Kart is the use of nostalgia. Nintendo knows that their audience spans multiple generations, and they've effectively tapped into this by reintroducing classic tracks, characters, and music in newer titles. The simple chime of the SNES Rainbow Road theme is enough to trigger a wave of nostalgia in long-time players.

Character-driven marketing is another ace up Nintendo's sleeve. Mario, Luigi, Princess Peach, and other iconic characters are household names. They serve as mascots for the franchise and make it instantly recognizable to a broad audience.

Additionally, Mario Kart's advertising has been skillfully integrated into other media, including movies and TV shows.

Mario Kart characters appearance in the movie "Wreck It Ralph" 2012

This shows how marketing and advertising transcends the realm of gaming to become a cultural touchstone. Promotions and partnerships also play a significant role. Collaborations with brands like McDonald's, Hot Wheels, and LEGO have not only expanded the reach of Mario Kart but have also resulted in collectible merchandise, further fueling fandom.

The mobile market has not been neglected either. The release of "Mario Kart Tour" for smartphones opened up a new avenue for reaching a vast audience, employing a "free-to-play" model with in-game purchases, a strategy that has been lucrative for Nintendo.

Marketing and advertising in the world of Mario Kart have been instrumental in building and sustaining its popularity, ensuring it remains relevant in an ever-changing gaming landscape.

Conclusion

In wrapping up my exploration of Mario Kart, it's clear that my analytical framework, incorporating media archaeology, fandom, and marketing & advertising, has shed light on the game's remarkable longevity. With unearthing the layers of history and technology that underpin Mario Kart's enduring appeal, from its early days to its current iterations. The passionate fan community, spanning generations and celebrating the game in various creative ways, speaks to its cultural significance.

Marketing and advertising strategies, including nostalgic promotions and brand collaborations, have played a pivotal role in Mario Kart's ongoing success.

I am proud of the work I have accomplished, and with the time I had to do the assessments I believe I did the best I could. I wish I was able to use more of my time to dive deeper, as this project was very nostalgic for me and I enjoyed researching my favourite childhood game and finding out 'What influences our generation to continue to play Mario Kart?'.

- Charli

References

Charli Wales. (2023). Unveiling Mario Kart. Charli Wales BCM. ), [Online]. Available at: https://crosewales15.wixsite.com/my-site/post/unveiling-mario-kart [Accessed 10 October 2023].

Emily Dennis. (2023). Social Media & Community Engagement 101. [Online]. Seventh Scout. Last Updated: 6 June. Available at: https://seventhscout.com/social-media-community-engagement-101/#:~:text=Community%20engagement%20is% [Accessed 12 October 2023].

Phillip Hamilton. (2021). Exploring the massive 'Mario Kart' Fandom on TikTok. [Online]. Know Your Meme. Available at: https://knowyourmeme.com/editorials/meme-insider/exploring-the-massive-mario-kart-fandom-on-tiktok [Accessed 11 October 2023].

Ruth Brooks. (Unknown Publication). How do Algorithms work?. [Online]. University of York. Available at: https://online.york.ac.uk/how-do-algorithms-work/#:~:text=Computer%20algorithms%20work%20via%20input [Accessed 12 October 2023].

Unknown Author. (Unknown Publication). Super Mario Kart. [Online]. https://www.mariowiki.com/Super_Mario_Kart. [Accessed 12 October 2023].