In 2024, the competitive landscape in video games in Japan remained fragmented, with the top five companies accounting for 30% of value sales, which is below the Asia Pacific average of 45%. Concentration decreased between 2019 and 2024, as the top five companies together held a 37% share of value sales in 2019.
In mobile games, two Chinese developers, Joy Nice Games with its Legend of Mushroom, and First Fun with Last War: Survival, were amongst the best-sellers in Japan in 2024. Their success was attributed to a marketing strategy that emphasised engaging and compelling digital advertisements, as well as the use of local influencers to tailor their promotions to the Japanese market.
The rise of the kidult trend has had a notable impact on console games software, exemplified by the success of Dragon Quest III HD-2D in 2024. A reimagining of the 1988 Family Computer game, the title has resonated with adult players seeking a nostalgic connection, as evidenced by widespread absences from work and school upon its launch.
In 2024, mobile games in Japan was characterised by a concentration on established franchises, with perennial bestsellers like Monster Strike, Fate/Grand Order (FGO), Umamusume Pretty Derby, and Puzzle & Dragons maintaining their top ranks. These titles capitalise on recognised brands and intellectual properties to ensure a consistent user base.
Nintendo has announced the forthcoming release of the Nintendo Switch 2 in June 2025, a development that is poised to have a significant impact on video games. The new console will be compatible with most existing Switch games.
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Understand the latest market trends and future growth opportunities for the Video Games industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Video Games industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Video Games
This is the aggregation of video games hardware and video games software. Electronic/computerised educational toys such as Speak & Spell and LeapFrog are excluded from video games and included under pre-school. Video gaming population refers to the population that played a game at least once in the last 6 months on any covered platform. This includes players who have not spent any money on game purchases or in-game content purchases.
See all of our definitionsThis report originates from Passport, our Video Games research and analysis database.
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