ABC News(CUPERTINO, Calif.) — Tech journalists, packed into a San Francisco convention center Wednesday morning, erupted into cheers when Apple CEO Tim Cook announced that Mario, the iconic Nintendo video game character, would soon be coming to Apple devices in a new video game.

Cook discussed Apple’s App Store and its game offerings early on in Wednesday’s big event, and surprised crowds when he said: “There’s been something — or rather someone missing — and I’m so happy to announce today that he’s coming to the app store.”

Then Nintendo’s iconic Mario displayed on the large screen, and Nintendo video game producer Shigeru Miyamoto provided a briefing.

The game, called Super Mario Run, will launch during the holiday season, Miyamoto said.

Nintendo’s stock price was trading higher on both U.S. and Japanese exchanges after the announcement.

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