It's Nintendo's responsibility to create a conducive environment for third party software to succeed. In the event they don't they shouldn't expect and won't receive said software support. If they have no interest in garnering said support that's also their prerogative I suppose.
The onus is on Nintendo as in these relationships third parties have leverage - they have viable alternatives.
This may involve activities their competitors already engage in such as co-marketing deals and the production of games intended to attract similar target audiences.
By your estimates, how many million should Nintendo have spent to market EA's full price late port, and would that have led to madden 14? (Hint: no)
As you probably already know, during the launch period Nintendo were willing to do stuff like reduce fees and match marketing dollars for ports, which is why the system got any in the first place. This title fell past launch.