As another indication - not that it was needed - that the Nintendo name still has broad appeal and brand power, Apple gave up an early chunk of its 'Special Event' to introduce Shigeru Miyamoto and Bill Trinen - they unveiled Super Mario Run. A left-to-right runner in which you tap to make the mascot jump, it certainly got the internet abuzz when revealed.
As for all-important details, it has a core mode where you clear stages, a race / stunt mode where you tackle another player's score and seek to pull off the best jumps possible to impress Toads, and a third mode in which you use in-game currency to customise your own Mushroom Kingdom. Though there'll be a free introductory download, it's going to have one price for the full game, which should please those with a resistance to micro-transactions.
It's coming to iOS first in December, and you can see it in action below.
There was a downside. This new announcement has ultimately enforced a delay to the Animal Crossing and Fire Emblem mobile releases, which have slipped from the planned Fall / Autumn release; they'll come after Super Mario Run but before 31st March 2017.
A surprising turn of events, all told. We'll be tackling it all in the coming days, but we want to know where you stand. Are you pleased that the inevitable Mario runner is on the way, or are you in a state of despair? Are you disappointed or unbothered by the delays to Animal Crossing and Fire Emblem on mobile? Do you even have an Apple Watch for the upcoming version of Pokémon GO?
As always let us know in the polls and comments below!