Nintendo Co Ltd's first Mario smartphone title has set a download record but gamers have baulked at the one-time cost of unlocking content, pushing the Japanese game maker's stock to a one-month low. Super Mario Run topped 40 million downloads just four days after its Dec. 15 release in 150 countries on Apple Inc's App Store, becoming the fastest game to reach the milestone in App Store history, Nintendo said. "Mario is arguably the most popular gaming franchise in the world, yet we see only about 8 percent of those who try the game actually purchasing it," said Sensor Tower analyst Spencer Gabriel.