Nintendo needs to "embrace" changes in consumer demand and adjust its plans to develop mobile titles for Android and iOS devices, according to the urging of shareholder Seth Fischer, Reuters and The Wall Street Journal report.
A high-profile hedge fund manager in Asia, Fischer argues in a letter to Nintendo president and CEO Satoru Iwata that the company is "well placed" to enter the mobile gaming market.
"We believe Nintendo can create very profitable games based on in-game revenue models with the right development team," Fischer said. "Just think of paying 99 cents just to get Mario to jump a little higher."
Fischer added that consumers no longer require a physical product.
"Nintendo needs to embrace this thematic change in consumer demand, behavior and expectations to stay relevant," Fischer wrote.
This is the second time Fischer has contacted the company about mobile plans.
Reuters reports that in response to Fischer's letter, Nintendo replied, "We consider individual requests separately within the company but I don't think we would announce the results thereof."
Earlier this year, Nintendo forecasted a loss of $335 million for the year ending March 31, 2014. That number reflects a third consecutive annual loss for the company, for which Iwata said he would not resign his position.
Last month, Iwata said Nintendo is "studying' how smart devices could help the company in their efforts to explore a new business structure. Later that month, Iwata said the company will release "engaging" mobile experiences to market Nintendo products.
"It is our intention to release some application on smart devices this year that is capable of attracting consumer attention and communicating the value of our entertainment offerings, so I would encourage you to see how our approach yields results," Iwata said at the time.
Nintendo has recently taken an interest in experimenting with digital distribution for its handheld titles. Games like Rusty's Real Deal Baseball and Steel Diver: Sub Wars mix elements of free-to-play and premium content in an effort to draw in customers.