Mario RPG games. The M&L series, Paper Mario, etc. You know, the games that took near direct inspiration from it?Something to consider regarding relevancy though:
Could K. Rool's nostalgia factor sell more DK games? Probably.
Could Simon or Richter do the same for Castlevania? Yeah, I think so.
What does Geno sell more of? Super Mario RPG... 2......?
Also advertisement for Square's old RPGs, which have been re released on multiple platforms. "Hey, like this cool character from one of our MANY acclaimed RPGs? Maybe you'll like Chrono Trigger, now available on Steam!" Or something silly like that.
Either way, advertising is absolutely not a primary concern here. Obviously any character from any series making it into Smash is going to boost sales.
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