Super Mario series creator Shigeru Miyamoto appeared on stage as a crowd cheered at a packed live-music venue that can house up to 700 people. He watched a human-size mascot Mario blow out candles on a birthday cake.
"I was touched when I sang a birthday song with all of you," Miyamoto said.
"Happy birthday, Mario!"
Video game music composer Koji Kondo played music used for newly released Mario software on a keyboard. Other musicians, including performers on a violin and an accordion, separately performed well-known Mario music.
"I love Mario. I've been playing the series since I was four or five," said the 26-year-old, sporting a hand-made Mario red cap and blue overall.
Since Mario first hit the screens under his own name on September 13, 1985, Nintendo has sold more than 310 million units featuring the plucky plumber's adventures fighting off Goombas and Koopa Troopas as he races to save Princess Peach.
The character had earlier made an appearance in the Nintendo arcade game "Donkey Kong", but under the name Jumpman.
In his best-known adventures, Mario comes to the rescue of Princess Peach, but he has also been inserted into formats featuring football, golf or karting.
The games have often been accompanied by technological advances, such as the fully three-dimensional format introduced by "Super Mario 64" in 1996.
To mark the three-decade milestone, Nintendo last Thursday released in Japan "Super Mario Maker" on the WiiU console. This allows players to create their own worlds for Mario, or use those created by other players and shared through the Internet.
The Kyoto-based company said in March it would create games based on its host of popular characters, but did not release any details about which characters would be made available for smartphones or tablets.
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