I don't think the NES would have succeeded as much as it did were it not for the Mario Brothers + Duck Hunt bundle. The light gun turned out to be a gimmick, but at the time it felt like such a huge technological leap over Atari, and Duck Hunt was the way to show it off.
VR needs a Duck Hunt + Mario Brothers.
I think Nintendo gets this. Wii had Wii Sports, the Nintendo Switch has Zelda: Breath of the Wild.
They're more than just games, they're brands that through their ubiquity generate cultural capital for the platform.