Competitive Landscape
Nintendo Consolidates Leadership through Switch 2 Launch
Nintendo Co Ltd significantly strengthened its leadership in video games in 2025, with its share rising to 17% from 8% in 2024, driven by the launch of the Nintendo Switch 2 and the continued strength of its first-party IP. This contrasted with relatively stable positions for Bandai Namco Entertainment Inc (7%) and Konami Digital Entertainment Co Ltd (4%), further concentrating value among leading players.
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Overview:
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.
The Video Games in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Video Games in Japan?
- Which are the leading brands in Video Games in Japan?
- How are products distributed in Video Games in Japan?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Japan?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Video Games in Japan - Category analysis
Key Data Insights
Video Games Summary
Nintendo Re-Energises Hardware Spend and Lifts Packaged Games
Mobile-First Publishers Sustain Value as Digital Spend Dominates
Mobile Gacha Franchises and Console Launches Reshape Digital Spend Patterns
Gacha-Driven Mobile Titles and Subscriptions Secure Recurring Revenue
Nintendo Consolidates Leadership through Switch 2 Launch
E-Commerce Remains the Leading Sales Channel
Live-Ops Mechanics Redefine How Games Innovate
Cross-Platform Ip Strategies Multiply Monetisation Opportunities
Business Impact: Value Concentration and Portfolio Recalibration
Toys and Games in Japan - Industry Overview
2025 Developments
Key Data Insights
Mobile and Console Launches Reinforce Digital-First Spending Patterns
Pokémon and Switch 2 Drive Cross-Platform Ip Monetisation
Adult Collectors Fuel Premium Demand for Cards, Kits and Plush
Nintendo Leverages Cross-Platform Ip to Capture Collector Demand
Adult Collectors Drive Premium Sales of Cards and Figures
Nintendo Drives Gains with Switch 2 and Franchise Launches
Pokémon and Switch 2 Launches Sustain Collector-Driven Demand
E-Commerce Drives Digital Delivery across Video Games
Hobby Shops and Specialty Retail Anchor Collectibles and Gifting
Innovation Trends Are Reshaping the Product Agenda
Recent Innovation in Practice
The Business Impact of Recent Product Innovation
Country Reports Disclaimer
The following categories and subcategories are included:
Video Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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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 definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Video Games research and analysis database.
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