2025年日本游戏市场洞察

We’re excited to share this special edition of our Japan market report,which was developed and presented live for UKIE's Virtual TradeMission: Japan. This report is designed to help game businesses of all sizes betterunderstand, and strategically navigate, one of the most unique,competitive, and opportunity-rich markets in the world. Japan holds an unparalleled place in global gaming. From pioneeringstudios to deeply rooted gaming culture, it offers unmatched potential,but also requires local nuance, cultural understanding, and cleverpositioning. In this report, we explore Japan’s current games market landscape,highlighting key data on market size, player demographics andmotivations, and the standout trends shaping behavior today. All data and insights come from the, our flagshiptool for understanding the games markets and players around theglobe. Whether you're planning to enter Japan or scale your presence,this report gives you a practical edge. I hope you enjoy the read. Director of Market Intelligence ✓Japan’sPC/consoleplayerbaseisolderthanintheWest,though gender distribution is similar.PC/consolepenetrationisslightlyhigherintheUSandEurope. ✓Japaneseplayersarehighlyvaluable,generating9.1%ofglobalgamesrevenuedespitemakingupjust2.2%oftheglobalplayerbase. ✓Japanese players prefer(single-player)RPGsonconsole and shooters on PC,while the UKprefersshootersacrossbothplatforms. ✓SportsisnotasignificantgenreinJapan. ✓Recent revenue growth has been strong,buttheweakeningJPYagainsttheUSDisaheadwindforinternationalpublishers. ✓Storytelling matters globally,but preferencesdiffer:Japaneseplayersvaluenarrativedepthanddesign,whileWesternplayersfavoropenworldsandhigh-qualitygraphics. ✓Japanmuchprefersfantasyandsciencefictionthemes. ✓PC revenue in Japan has grown rapidly overthepast7years,butthepaceisexpectedtoslowdown. ✓Japanese players gravitate toward domesticfranchises,especiallyNintendoones. ✓Japaneseplayersarelikeliertoplaysolo,whileUK&US players enjoy playing with or againstotherplayers. ✓Nintendo dominates the domestic consolemarket,accountingfor70%ofhardwaresales. ✓Japanese publishers dominate the consolepremiumgames market while Japanese playerschooselower-priced,trendyPCco-opexperiences. ✓Excluding mobile and Nintendo platforms,Japan’sPCandconsole marketstill representsasolid$2.5–3.0billionopportunity. ✓Apex Legends and Genshin Impact remainmassiveF2Psuccesses. Title-level consumerinsights, awareness andpurchase funnel Title-level engagement (MAU, DAU, playtime,churn, more) and digital revenue data forthousands of PC & console games. Yearly in-depth surveyprofiling 73.000 gamersworldwide Games market sizing & forecasts for 100+ countriesand the key trends on a global and local level. Complete toolkit for optimizing games’ store presence,improving discoverability, and tracking marketingattribution. Tailored solutions to critical business challenges. On average, a Japanese player generates much more revenue—$223 per player, compared to $145 in the UK. Year-on-year growth inthe PC segment,another massive year Year-on-year drop inthe Console segment,driven by the Switch’slifecycle and a weakerpremium slate Year-on-year growth inthe PC segment, theonly growth driverin2024 Year-on-year drop inthe Console segment,driven by the Switch’slifecycle. Japan | 2015-2027F Japan | 2015-2027F Japan | As of December 2024 ✓Japaneseplayersarehighlyvaluable,generating9.1%ofglobalgamesrevenuedespitemakingupjust2.2%oftheglobalplayerbase. ✓Recent revenue growth has been strong,buttheweakeningJPYagainsttheUSDisaheadwindforinternationalpublishers. ✓PC revenue in Japan has grown rapidly overthepast7years,butthepaceisexpectedtoslowdown. ✓Nintendo dominates the domestic consolemarket,accountingfor70%ofhardwaresales. ✓Excluding mobile and Nintendo platforms,Japan’sPCandconsole marketstill representsasolid$2.5–3.0billionopportunity. Base: Total PC and/or console players Base: Total players of total players have played on a PC and/or console in the past 6 months Base:Total PC and/or console players Base: PC players, Console players in each region ✓Japan’sPC/consoleplayerbaseisolderthanintheWest,though gender distribution is similar.PC/consolepenetrationisslightlyhigherintheUSandEurope. ✓Japaneseplayersarehighlyvaluable,generating9.1%ofglobalgamesrevenuedespitemakingupjust2.2%oftheglobalplayerbase. ✓Recent revenue growth has been strong,buttheweakeningJPYagainsttheUSDisaheadwindforinternationalpublishers. ✓Storytelling matters globally,but preferencesdiffer:Japaneseplayersvaluenarrativedepthanddesign,whileWesternplayersfavoropenworldsandhigh-qualitygraphics. ✓PC revenue in Japan has grown rapidly overthepast7years,butthepaceisexpectedtoslowdown. ✓Japaneseplayersarelikeliertoplaysolo,whileUK&US players enjoy playing with or againstotherplayers. ✓Nintendo dominates the domestic consolemarket,accountingfor70%ofhardwaresales. ✓Excluding mobile and Nintendo platforms,Japan’sPCandconsole marketsti