On February 14, 2013, Satoru Iwata announced the "Year of Luigi" in honor of the character's 30th anniversary. Over the next 13 months until the end of the Year on March 18, 2014, Nintendo released several games starring Luigi, including New Super Luigi U, Luigi's Mansion: Dark Moon, Dr. Luigi, and Mario & Luigi: Dream Team. Additionally, Luigi was prominently featured in Super Mario 3D World and NES Remix 2, along with being featured in merchandise.

Beffitingly for Nintendo's famous underdog, Nintendo later reported $457 million in annual operating losses for 2013, making it one of the worst years in the company's history.