While the Italian plumber is still adored by gamers far and wide, he’s not enough to save Nintendo from modern advances in gaming. To be fair, Nintendo’s been dealt bob-ombs left and right. The company’s Wii U gaming system has only just sold 10 million copies, their iron rock Satoru Iwata passed away this summer, and they failed to make Interbrand’s 2015 list of the 100 Best Global Brands. The list is a huge deal as only the most profitable and malleable companies make the list. Nintendo’s lack of malleability has pushed them off the list for the first time since 2001.