New Super Luigi U was developed by
Nintendo EAD, the developers of
New Super Mario Bros. U. The
downloadable content (DLC) was made to emphasize the character Luigi due to the
Year of Luigi, a marketing campaign commemorating the 30th anniversary of his introduction in
Mario Bros. (1983). The concept for a Luigi-oriented DLC was conceived by producer
Takashi Tezuka. To help make the DLC distinct from that of
NSMBU, various developers were brought in from the
New Super Mario Bros. 2 team to design new gimmicks that didn't overlap with the base game. When the DLC for
New Super Mario Bros. 2 was released, to their expectations, fans were disappointed that the content was too basic to be held behind a paid barrier. When development for
New Super Mario Bros. U DLC recommenced, they experimented with the concept of levels that "had extremely short courses but increased difficulty." They did this because they considered that players who completed the game would be looking for a more difficult challenge, but making each level the same length as the base game would make the experience "exhausting". Takemoto viewed the length change from a different angle; he noticed how each subsequent release in the
Super Mario series had levels that were longer than the last. He aimed to make a game that was similar in playtime to
Super Mario Bros. 3 for easier accessibility. To get players to post about
New Super Luigi U on the social platform
Miiverse, they emphasized adding at least one "landmark" in each level, such as Luigi
pixel art, stickers, and Luigi-shaped objects in the background, to encourage the player to post their findings. From there, other players could spend time trying to look for them. Tezuka was originally opposed to a physical release because the game was designed to appeal to players who had already completed
New Super Mario Bros. U. He changed his mind after considering an audience that had never played the game and could use the DLC as a starting point.
Princess Peach was never considered because she "is off somewhere far away in need of saving." After considering enemy options Takemoto settled on Nabbit, a character who first appeared in
New Super Mario Bros. U as a
non-player character. He asked a specific programmer to create a prototype; he was originally skeptical about the idea but was shocked to find it worked well, calling Takemoto about his discoveries before he even viewed it in person. They also considered and incorporated the ability for him to dodge enemies altogether as he does in
New Super Mario Bros. U, which ended up being included in the final version; they found the idea to be a good feature for beginners or less experienced players. This fell in line with one of
Shigeru Miyamoto's philosophies for game design: "An idea is a single solution that solves multiple issues at once." == Marketing and release ==