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Mobile Gaming in Japan

Highlights from Japan

Blog

Mobile Gaming in Japan

Highlights from Japan

Under The Microscope: Mobile Gaming in Japan

Posted Mar 12, 2019

As the category of mobile gaming continues to grow across the globe, we’ve already taken a closer look at regional markets, from Germany to China, New Zealand to the UK and beyond. We’ve seen plenty of common threads among the mobile gaming community – but plenty of distinct differences, too. Now our microscope is focused on Japan.

The Marketplace
The scale of the mobile gaming market in Japan has been growing annually as console and PC games have declined dramatically since 2007. Japanese mobile gamers also play longer and spend more money on mobile games than American mobile gamers, and the average revenue per paid user and conversion rate are also significantly higher.

Highlights from Japan
As we dove into the findings from our surveys, we found that just over 50% of mobile gamers are female, and about 30% of them are in the 45-54 age group. Other highlights from the study:

  • 61% of those surveyed do not have children at home
  • 62% of respondents “often” or “sometimes” remember the video ads they watch
  • 70% of Japanese users play games on their device several times a day, and 33% play mobile games for an hour or more on average each day
  • Most popular types of games are:
    • Puzzle (44%)
    • Action (32%)
    • Simulation (20%)
    • RPG (17%)
  • 86% of mobile game players in Japan prefer to watch video ads for extra lives and/or in-game content, while 12.5% prefer to pay money

See our infographic below for more insights into the community of Japanese mobile gamers. Click infographic for the full-size version.

Other Under the Microscope Infographics
Wondering how mobile gamers in Japan stack up versus those elsewhere? We’ve got you covered with reports from all over the world and more coming! From Germany to China, New Zealand, to the UK, and beyond we’ve got a ton. You can check out all of the Under the Microscope infographics here or you can check our global survey to see the worldwide results!

Join the Conversation
Is your app ready to take on the Japanese market, or does your brand need to appeal to Japanese consumers? Tweet us at @AdColony. For the latest AdColony mobile news and updates, follow @AdColony on Twitter, like us on Facebook, or connect on Linkedin.

Stephanie

Marketing Operations Specialist at AdColony
Stephanie is a digital marketing expert with creative inclinations working in and around the world of media, art, and technology. When Stephanie isn't creating things on the interweb, she's painting, reading poetry, listening to soprano or playing with her cats, Léa and Clémence.
Stephanie

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