Nintendo has launched Super Mario to run on iPhone and iPad.
The app marks the first time the firm has created a smartphone game based on its most famous character.
Earlier this year, Pokemon Go became very popular. Even though Nintendo owns a minority stake in the Pokemon Company, the title was created by a third party, reports suggest.
Experts predict the new game will also prove popular, but suggest an anti-piracy feature is misguided.
“Mario is one of the best loved and established icons of gaming and I think this is going to be tremendously successful,” said Piers Harding-Rolls from the IHS Technology consultancy to BBC.
“To open up the full game you have to make an in-app purchase – it’s quite big but it is a one-off and I don’t think people will think Nintendo is trying to rinse their audience.”
One thing that comes as a minus to the new game is the inability to play offline as people may want to play while they are “on the go”.