I don't run my 2DS everyday (I'm mainly PC gamer) much less open the eShop. But yesterday I checked the eShop & found this little (big) guy everywhere.
Wario have changed the look of the eShop to a theme about him, put his games (Wario World?) on the front menu. Changed most of Nintendo games promo images to make himself the hero (Wario Kart 7 & Super Smash Bros.)... He even let the main highlight be his WarioWare Gold Demo.
WarioWare gold is the next Nintendo game, that's going to release in 27 July 2018. It's about Wario developing his own game company that produces micro games... WarioWare Gold has 300 games, each are played in 5 seconds.
It costs 1 million gold to enter, but some jerk will walk out of it 10 million gold richer. AND YOU might be that jerk.
Wario advertising his game.
This was coupled by an app notification, that's all about Wario & how he improved the eShop to celebrate his own game. Because who wouldn't want YOUR favorite character in every title?