The question on everyone's mind these days, is simply a question of "is Mario being milked dry?" In order to answer this question, we must first acknowledge that Mario himself is a character and he has multiple games that he stars in. Is the character Mario used a lot? Yes. Nobody can argue with that, but is each individual franchise that he represent being milked? I would say no.
Let me explain. Mario on average has 1 or 2 main franchise games per console and 1 of each spinoff game. Do you honestly believe everyone who enjoys Mario and Sonic Olympics, or Mario Party is also going to go out and buy Mario Galaxy or New Super Mario Bros.? The problem is that people group anything with Mario in it as a main franchise game for some reason. Mario Kart has its own following separate from Mario Golf and Mario Tennis. I know several gamers who are "tired" of Mario platformers, but get excited every time a new Mario Kart is announced.
Think of Mario as a movie star. Would you group Enemy of the State and I Am Legend as part of the same line of movies with Will Smith? No you wouldn't. Though they all star Will Smith, they are vastly different from each other. This variety is what allows Mario to churn out several games per console and still stay fresh. If we look at each individual franchise, we see there have only been two 3D games, one sidescrolling 2D game and one RPG game on the Wii. How is that any more milked that the yearly Call of Duty games that are all the same genre? So no, Mario is not being milked, he's just the star of multiple separate game franchises.
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