The Wii U is in a spot of trouble. What is Nintendo going to do about it? Well, not much at the moment. The company has delayed many of its biggest titles into the latter half of the year, and that was entirely intentional according to a new rumor.

CVG reports that retailers in the UK are saying that Nintendo held back many of its biggest titles into the latter half of the year for a revival of sorts. In other words, Nintendo plans to release a number of high-profile games later this year to renew interest in the console. One of those games is reported to be the new 3D Mario game that Satoru Iwata promised back in January, with retailers saying it will be out by October.

Aside from a new Mario game, the report says that Nintendo intentionally held back Pikmin 3, The Wonderful 101 and Wii Fit U to help populate the latter half of this year with more Wii U game releases. There are some that refute that claim, and Iwata himself said the games were delayed after developers were taken off of games like Pikmin 3 to help finish launch games like Nintendo Land.

Of course, the Wii U already has a number of titles that range from pretty good to fantastic. What’s stopping Nintendo from marketing the console based on those titles alone? The report says that Nintendo executives wanted to wait until all of the problems with the hardware and software, including long loading times, were sorted out. The Spring update helped to reduce said loading times, and a planned Summer update will decrease those loading times even more. Nintendo is expected to start marketing the Wii U in earnest after the Summer update.

A statement from Nintendo UK said just as much:

“From July onwards we will launch a succession of Wii U titles and we will promote these extensively until the end of the year. Marketing activity will include TV, print, online and PR as well as comprehensive experiential and social media campaigns”.

The Nintendo faithful had better hope the company start marketing the Wii U sooner rather than later. The next PlayStation and Xbox are expected to launch in November of this year. Nintendo’s console will soon look outdated compared to the competition so it needs to prove that the Wii U, much like the Wii, is capable of providing those unique experiences that you just can’t find anywhere else. Super Mario Galaxy succeeded in that mission on the Wii in 2007, and a new 3D Mario game on the Wii U could do just the same this year.