Nintendo Co will make a big push into mobile gaming on Thursday with the launch of the popular Super Mario Bros franchise on the iPhone, a risky bet because users will need to pay upfront, at a time when the gaming market is getting crowded.

While investors are hoping Super Mario Run will be a hit for Nintendo, its decision to charge $9.99 for full access to the game may limit revenues and put its fate at the mercy of loyal Nintendo console-game fans.

I’m betting it will be a huge success. Let’s face it, that’s not much money for a game that so many people enjoy.