How Nintendo used the Luigi Death Stare without ruining fans' fun

LOS ANGELES — During its digital event for the ongoing Electronic Entertainment Expo tradeshow Tuesday, Nintendo proved that corporations can sometimes appropriate fan culture without tainting it.

In its video presentation, the publisher made a nod to fans of the Luigi Death Stare without mentioning the Mario Kart 8 meme by name. It was a slick way of acknowledging fan culture without taking it away from them, and Nintendo confirmed that it deliberately made that choice in an effort to reward its customers.