The franchise appeals to a wide variety of players
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Mario and all of his spinoffs are popular with players of all different ages and skill levels. Mario is such a diverse character, that he can be the star of a variety of different games that appeal to many different groups of people, from racing games to turn-based RPGs. The traditional Mario games are fun for casual gamers and the Paper Mario entries in the series cater to those who enjoy RPGs.
Because of this, Mario is one of the few great social lubricants that allows people of all ages and all walks of life come together and bond over a shared love of Mario. That is, until we start talking about the technicalities of the walking animations of the Goombas and then we stop making sense to casual players.
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