According to Marketing Week, Nintendo and Karmamara are in the final negotiations of an advertising contract after the latter won the pitch against rival agencies thought to include Vallance Carruthers Coleman Priest, Miles Calcraft Briginshaw Duffy, and CDP.

The battle followed a review, which was called in May after Leo Burnett, the previous firm handling Nintendo’s £13 million adverting account, announced its resignation. The agency took care of the account for seven years, handling the launch of Wii. It was reappointed in July 2006.

The Nintendo account has become much more lucrative in recent times, since the format holder increased its media spend from £5 million to £13 million last year in support of the Wii launch.