Nintendo's mobile strategy will not simply be porting its IP to mobile phones, says Nintendo of America president Reggie Fils-Aime.

Speaking to Time magazine, Fils-Aime said that while "Unfortunately there’s a simplistic mentality out there, that ‘Make a Mario game for smart devices’ is a recipe for printing money [...] it just simply is not."

Citing the difference in control mechanisms between consoles and phones, he continued that Nintendo's solution was "to create new compelling experiences that leverage what smart devices do best."

"So what we’ve been working at is development of apps that feature Nintendo IP in a meaningful way for mobile platforms."

The intended goal of the apps is to bring Nintendo IP into people's lives and create an ecosystem where that IP floats amongst console games, mobile games, and toys.

"This is a more robust and sticky way for you as a consumer to interact with all things Nintendo," said Fils-Aime.

Nintendo's first mobile app Miitomo, releasing March 2016, will be the vanguard of that strategy.