Japan: Game Market Insights 2025 Report

Japan Game Market Insights 2025

– All Rights Reserved2Sensor Tower Introduction/OverviewSensor Tower is the leading source of mobile app, digital advertising, retail media, and audience insights for the largest brands and app publishers across the globe. With a mission to measure the world’s digital economy, Sensor Tower’s award-winning platform delivers unmatched visibility into the mobile app and digital ecosystem, empowering organizations to stay ahead of changing market dynamics and make informed, strategic decisions. Founded in 2013, Sensor Tower’s mobile app insights have helped marketers, app, and game developers demystify the mobile app landscape with visibility into usage, engagement, and paid acquisition strategies. Today, Sensor Tower’s digital market insights platform has expanded to include Audience, Retail Media, and Pathmatics Digital Advertising Insights, helping brands and advertisers understand their competitor’s advertising strategies and audiences across web, social, and mobile.Press Inquiries: press-apac@sensortower.com Business Inquiries: sales@sensortower.com

– All Rights Reserved3Note: Top publishers by app store revenue | Source: Sensor TowerSensor Tower › Our Customers Top publishers trust Sensor Tower insights to grow their business.

– All Rights Reserved4Sensor Tower SolutionsSensor Tower App Advertising Insights For those who need visibility into paid user acquisition strategies. Enjoy insight into: global and regional share of voice (SOV) across apps and the biggest mobile app ad networks, top advertisers, publishers, creatives, and more.Sensor Tower App Performance Insights For those who need visibility into the mobile app ecosystem. Enjoy insight into: app rankings, downloads, and revenue; active users, demographics, retention, sessions, and time spent; app ratings and reviews, keywords, search ads, and more.Sensor Tower Audience Insights For those who need visibility into your existing, competitor, and potential new audiences. Enjoy insight into: which apps consumers are actually interacting with (app engagement) AND which ads they’re seeing (ad exposure).Sensor Tower Pathmatics Digital Advertising Insights For those who need visibility into the digital ad ecosystem. Gain insight into: ads served, spend and impression estimates, SOV, and more across key channels, like: Facebook, Instagram, X (formerly Twitter), OTT, YouTube, display, video, and others.

– All Rights Reserved5Sensor Tower SolutionsSensor Tower Pathmatics Retail Media Insights For those who need industry-first insight into on- and off-site retail media network investments Enjoy insight into: ad spend, media mix, share of wallet, impressions, and SOV for brands and products across retailers – gaining a coveted view into the co-branded digital ad ecosystem and retail media networks.Sensor Tower Advanced Usage Insights For those who need the deepest look into app user engagement. Enjoy insight into: sessions per user; time spent; time of day; days used per time period; new, retained, resurrected, and churned user trends; and cohort usage overlap.Gaming Insights For those who need the deepest look into the mobile gaming ecosystem. Enjoy insight into: downloads, revenue, RPD, and ARPDAU beyond the top-level category (Lifestyle & Puzzle) and can drill deeper into genres (Puzzle, Arcade, etc.) and sub-genres (Swap, Word, etc.).Sensor Tower Video Game Insights Discover top game trends on PC and Console platforms Get deep insights into key metrics like sales, revenue, DAU, and MAU for over 140,000 PC and Console games across 100+ global markets. Analyze shifts in player behavior to uncover critical intelligence on player acquisition and retention.

– All Rights ReservedSensor Tower Executive Summary6This report provides an in-depth look at Japan’s 2025 gaming landscape, covering mobile (App Store and Google Play), PC, console, and digital advertising. It explores revenue and download trends, genre performance, the global footprint of Japanese games, and key advertising insights, while profiling top titles by revenue and downloads. Case studies—including SD Gundam G Generation ETERNAL , The Battle Cats , and Whiteout Survival —show how leading titles combine live ops, effective monetization strategies, and innovative advertising campaigns to sustain engagement and reinforce Japan’s position as a global gaming powerhouse.Clarification on Revenue and Downloads Data Sensor Tower’s revenue figures are derived from estimated in-app purchase (IAP) revenue on the App Store and Google Play, excluding ad revenue, revenue from third-party Android app- store sales, and direct payment revenue from developers’ websites and other channels. Unless explicitly stated as net revenue, the revenue figures shown represent gross revenue (before platform deduction). Sensor Tower’s downloads figures are derived from estimated downloads on the App Store and Google Play, excluding pre-installs, duplicate downloads, and downloads from third-party Android app-store. Google Play is not available in Mainland China.

– All Rights Reserved7Sensor Tower’s Pathmatics empowers you to uncover insights into the digital advertising ecosystem, minimize ineffective ad spend, and enhance the precision of your advertising campaigns. With Pathmatics, you gain visibility into the digital advertising landscapes across markets including the United States, Australia, Brazil, Canada, France, Germany, Italy, India, Japan, Mexico, New Zealand, Spain, South Korea, and the United Kingdom. Pathmatics provides comprehensive estimates on ad placements, spending, impressions, and share of voice (SOV), as well as in-depth analysis of brands’ advertising strategies on platforms like Facebook, Instagram, X (formerly Twitter), YouTube, and TikTok, across formats such as display banners, videos, mobile, and OTT. Pathmatics collects digital ad samples from the web and utilizes statistical sampling methods to estimate the impressions, cost-per-thousand impressions (CPM), and expenditure associated with each creative.Sensor Tower Data & MethodologyDigital Advertising Channels Supported by Pathmatics Across MarketsDesktop Display and VideoFacebook InstragramLINELinkedinMobile App Ad NetworksMobile Display and VideoOTTPinterestRedditSnapchatTikTokXYouTubeUnited States············Australia········Brazil······Canada··········France·······Germany··········India·····Italy······Japan······Mexico···New Zealand····South Korea····Spain·······United Kingdom···········

– All Rights Reserved8Overview of Japan Mobile Game Market Japan Country Deep-dive: Top Genres and Games Japan Game Publishers On the Global Stage Japan Stronghold in PC/ Console Games Japan Game Advertising Overview Conclusion 09 20 27 31 35 42 Agenda

– All Rights Reserved9Overview of Japan Mobile Game Market

– All Rights ReservedTop Mobile Game Markets in Asia 12 Months to July 20251China iOS2Japan3South Korea4Taiwan5Hong Kong6Thailand7Indonesia8Malaysia9Singapore10India1India2Indonesia3Pakistan4Philippines5Vietnam6Bangladesh7Thailand8China iOS9Japan10Uzbekistan0B3B6B9B10Beyond Scale: Inside Japan’s High-Value Mobile Gaming EconomyIn 2025, Japan rea ffirmed its position as a global mobile gaming powerhouse, generating $11 billion in IAP revenue —ranking second only to China’s iOS market in Asia. While downloads held at a more modest 628 million , this performance underscores the resilience of Japan’s mature gaming ecosystem, shaped by decades of console heritage, iconic IPs, and a culture where gaming is deeply embedded in daily life. Japan’s defining advantage remains its exceptionally high ARPU. Despite slight market contraction, the country continues to deliver outsized profitability, driven by loyal player bases and e fficient monetization strategies. This dynamic reinforces Japan’s role as one of the world’s most lucrative and strategically important mobile gaming markets.Data Source: Sensor Tower App Performance Insights as of September 1, 2025. Yearly data are based on a 12-month rolling total ending in July of each year (e.g., August 2024–July 2025 for 2025). Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. iOS Only for China. Revenue is gross — inclusive of any percent taken by the app stores.$0B$6B$12BDownloadsIAP Revenue ($USD)8.23B3.16B1.51B1.47B1.39B1.14B816M803M628M509M$11.5 B$11B$5 B$2.46 B$860 M$688 M$438 M$408 M$383 M$371 M-8.2%-11.2%-9.5%-18.5%-2.5%-16.9%-2.2%+15.4%YoY growth-4.7%-5.1%-2.8%-3.3%+0.5%+21.5%YoY growth+11.6%+10.1%-4%+17.1%+2.1%+16.5%

– All Rights Reserved11Japan’s mobile game downloads have plateaued since peaking in 2020, stabilizing above 600 million annually . iOS continues to lead, underscoring Apple’s dominance, while Google Play holds a steady but smaller share, reflecting long-standing platform preferences.Mobile Game Downloads Trends in Japan 2019 – 2025Despite declining downloads, IAP revenue remains strong, consistently exceeding JP¥1.6 trillion . iOS drives the majority of spend through its high-value users, while Google Play contributes steady growth. This highlights Japan’s mature, loyal market, where retention and monetization sustain revenues even amid slowing user acquisition.Mobile Game IAP Revenue Trends in Japan 2019 – 2025Japan Mobile Games: Sustained IAP Spending as Downloads PlateauData Source: Sensor Tower App Performance Insights as of September 1, 2025. Yearly data are based on a 12-month rolling total ending in July of each year (e.g., August 2024–July 2025 for 2025). Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. Revenue is gross — inclusive of any percent taken by the app stores. JPY to USD conversions reflect exchange rate fluctuations over time, with rates sourced from the Bank of Japan. 0M300M600M900M2019202020212022202320242025 Google Play iOS JP¥0.0TJP¥0.4TJP¥0.8TJP¥1.2TJP¥1.6TJP¥2.0T2019202020212022202320242025 Google Play iOS

– All Rights Reserved12Pokémon TCG Pocket claimed the top revenue spot in Japan, highlighting the enduring strength of established IPs. Strategy titles surged, with Whiteout Survival entering the top 10, while RPG stalwarts Monster Strike and Fate/Grand Order remain firmly in the top 10, underscoring their enduring relevance even as player attention shi “s within Japan’s competitive market Revenue growth rankings emphasize emerging hits and genre diversification. SD Gundam G Generation ETERNAL and Shadowverse: Worlds Beyond debuted strongly, while The Battle Cats and Gossip Harbor posted remarkable climbs. This signals robust demand for both nostalgic franchises and new mechanics, driving growth opportunities across card battlers, RPGs, and strategy subgenres.Data Source: Sensor Tower App Performance Insights as of September 1, 2025. Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. Revenue is gross — inclusive of any percent taken by the app stores.2025 Japan Top 10 Mobile Games by Revenue Unified • Jan 1, 2025 – July 31, 2025 12345678910Pokémon TCG PocketStrategyThe Pokémon CompanyCard BattlerLast War:SurvivalStrategyFUNFLY4X StrategyMonster StrikeRPGmixiPuzzle RPGFate/Grand OrderRPGSony CorporationTurn-based RPGHonkai: Star RailRPGmiHoYo Turn-based RPGUmamusume: Pretty DerbyRPGCyberAgentSquad RPGWhiteout SurvivalStrategyCentury Games4X StrategySD Gundam G Generation ETERNALStrategyBANDAI NAMCO EntertainmentTurn-Based TacticseFootballSportsKonamiRealistic SportsPROFESSIONAL BASEBALL SPIRITS ASportsKonamiRealistic Sports42142924SD Gundam G Generation ETERNALStrategyBANDAI NAMCO EntertainmentTurn-Based TacticsPokémon TCG PocketStrategyThe Pokémon CompanyCard BattlerShadowverse: Worlds BeyondStrategyCyberAgentCard BattlerWhiteout SurvivalStrategyCentury Games4X StrategyThe Battle CatsStrategyPONOSReal-Time StrategyMadoka Magica Magia ExedraRPGSony CorporationTurn-based RPGArchero 2ActionHABBY Shoot ’em UpWuthering WavesRPGKuro Open World AdventureGossip Harbor: Merge & StoryPuzzleMicrofun Match Merge 2TopHeroesStrategyRiver Game HK4X Strategy491719704712345678910vs Previousvs PreviousRevenue GrowthJapan’s 2025 Mobile Game Leaders: Pokémon Surges, Strategy Genre ExpandsRevenue

– All Rights ReservedDownloads Growth12345678910Pokémon TCG PocketStrategyThe Pokémon CompanyCard BattlerSD Gundam G Generation ETERNALStrategyBANDAI NAMCO EntertainmentTurn-Based TacticsBlock Blast!PuzzleHungryStudioBlockColor Block JamPuzzleTake-Two InteractiveBlockCar JamPuzzleShycheeseSortChiikawa PocketRPGCyberAgent Idle RPGScrew Sort 3D – Pin PuzzlePuzzleMindscaplayPhysicsWhiteout SurvivalStrategyCentury Games4X StrategyWho’s next to you? ¡w
nxi • = PuzzleTokyo Communications GroupRiddleScrewdomPuzzleiKamePhysics59585SD Gundam G Generation ETERNALStrategyBANDAI NAMCO EntertainmentTurn-Based TacticsColor Block JamPuzzleTake-Two InteractiveBlockChiikawa PocketRPGCyberAgentIdle RPGScrew Sort 3D – Pin PuzzlePuzzleMindscaplayPhysicsWho’s next to you? ¡w
nxi • = PuzzleTokyo Communications GroupRiddleScrewdomPuzzleiKamePhysicsMadoka Magica Magia ExedraRPGSony CorporationTurn-based RPGCar JamPuzzleShycheeseSortBlock Blast!PuzzleHungryStudioBlockArchero 2ActionHABBY Shoot ’em Up58912345678910vs Previousvs Previous13Pokémon TCG Pocket maintained its top download spot, while SD Gundam G Generation ETERNAL debuted strongly at No. 2, reflecting strategy games’ enduring appeal. Puzzle games surged, with Block Blast! , Color Block Jam , and Car Jam climbing into the top five, highlighting casual gaming’s growing dominance. Downloads growth rankings reveal fresh momentum from both casual and RPG titles. Puzzle games led the surge— Screw Sort 3D jumped 58 places—while CyberAgent’s Chiikawa Pocket and Sony’s Madoka Magica Magia Exedra entered strongly. This underscores Japan’s balanced demand between accessible puzzle formats and immersive role-playing experiences.2025 Japan Top 10 Mobile Games by Downloads Unified • Jan 1, 2025 – July 31, 2025 Data Source: Sensor Tower App Performance Insights as of September 1, 2025. Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. Revenue is gross — inclusive of any percent taken by the app stores.DownloadsJapan’s 2025 Mobile Game Downloads: Puzzle Boom Meets Strategy Strength

– All Rights Reserved14SD Gundam G Generation ETERNAL , launched in April 2025 by Bandai Namco, adapts the long- running Gundam franchise into a mobile turn-based tactics format. With its sci-fi mecha setting and 3D anime art, the game blends nostalgia with mid-core strategy, enriched by gacha-driven character collection and live ops events. The game’s audience skews overwhelmingly male (86.5%), with its core base in the 25–44 age range, especially 35–44 (43.9%). This aligns with Gundam’s legacy fanbase, while its monetization through bundles, starter packs, and loot boxes sustains strong engagement. The mix of deep tactics and collectible mechs ensures enduring appeal among strategy and anime fans.SD Gundam G Generation ETERNAL Bandai Namco EntertainmentGame OverviewRelease DateApril 2025GenreStrategySub-GenreTurn-Based TacticsProduct ModelMid-CoreSettingSci-FiThemeMechArt Style3D AnimeCamera POVTop-DownMonetizationFree to Play, Live Ops, Gacha, Currency Bundles, Starter Pack, Loot BoxGame TagsACG, Character Collection, Narrative Stories 0%50%100%MaleFemale0%35%70%18-2425-3435-4445-5455+Gender & Age Japan, Q2 2025 Data Source: Sensor Tower App Performance and Audience Insights 13.5% 86.5% 2.2% 12.5% 43.9% 31% 10.5%

– All Rights Reserved15Revenue surges for SD Gundam G Generation ETERNAL closely align with limited-time events and content drops, underscoring the power of nostalgia and collectible-driven engagement. The late-June SEED DESTINY event generated the strongest response, driving a 10.3x increase compared to baseline levels. Recurring Gundam-themed campaigns sustain momentum by appealing to long-time fans while drawing in new players. Consistent event pacing, combined with gacha-driven mechanics, highlights how Bandai Namco leverages IP strength and strategic live ops to maximize engagement and revenue performance in Japan’s competitive mid-core market.Data Source: Sensor Tower App Performance Insights as of September 1, 2025. Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. Revenue is gross — inclusive of any percent taken by the app stores.SD Gundam G Generation ETERNAL Revenue Peaks During Key Events Unified • Apr 14, 2025 – Aug 10, 2025 • Japan • Daily ↑3.1x↑3.5x↑7.6x↑10.3x↑9.5xSD Gundam G Generation ETERNAL Revenue Peaks Driven by Limited-Time Events in Japan

– All Rights Reserved16Japan HQ Publishers continues to lead domestic mobile game downloads, consistently holding around one-third of market share despite rising global competition. This highlights the strength of homegrown publishers in sustaining engagement across both core and casual gaming genres.Japan Mobile Game Downloads Share By Publisher HQ 2024 Q2 to 2025 Q2On the revenue side, Japan’s dominance has grown even stronger. Local publishers now capture more than half of total IAP revenue, reflecting successful monetization models and loyal high-spending audiences that reinforce Japan’s global leadership in mobile game profitability.Japan Mobile Game IAP Revenue Share By Publisher HQ 2024 Q2 to 2025 Q2Japan HQ’d Publishers Maintains Download Leadership While Expanding Revenue ShareData Source: Sensor Tower App Performance Insights as of September 1, 2025. Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. Revenue is gross — inclusive of any percent taken by the app stores. 0%25%50%75%100%2024 Q22024 Q32024 Q42025 Q12025 Q2JapanChina MainlandHong KongVietnamUnited StatesSouth KoreaOthers0%25%50%75%100%2024 Q22024 Q32024 Q42025 Q12025 Q2JapanChina MainlandSingaporeUnited StatesSouth KoreaTurkeyOthers 35% 35% 35% 35% 34% 12% 12% 13% 14% 13% 31% 33% 31% 29% 31% 10% 9% 10% 10% 11% 25% 25% 23% 25% 26% 52% 53% 53% 51% 50%

– All Rights Reserved17Top 10 Games by Global Publishers by Revenue in Japan January to July 2025Last War:Survival Honkai: Star Rail Whiteout Survival Pokémon GO Knives Out Royal Match Genshin Impact GODDESS OF VICTORY: NIKKE Zenless Zone Zero Blue Archive $0M$1M$2M4X StrategyTurn-based RPG4X StrategyGeolocationFPS / 3PSMatch SwapOpen World AdventureSquad RPGHack and SlashSquad RPGGame IQ GenreBlock Blast! Color Block Jam Car Jam Screw Sort 3D – Pin Puzzle Whiteout Survival Screwdom Archero 2 Kingshot Roblox Vita Mahjong 0M1M2M3M4MBlockBlockSortPhysics4X StrategyPhysicsShoot ’em Up4X StrategySandboxMatch PairGame IQ GenreTop 10 Games by Global Publishers by Downloads in Japan January to July 2025Global Game Rankings in Japan 2025: Strategy Reigns in Revenue, Puzzles Rule DownloadsIn Japan, non-domestic publishers are increasingly competitive, with 4X strategy titles like Last War: Survival and Whiteout Survival topping revenue charts. RPG hits such as Honkai: Star Rail and Genshin Impact also maintained strong positions, showing that international studios can capture loyal, high-spending audiences.On downloads, casual puzzle games from overseas publishers— Block Blast! , Color Block Jam , and Car Jam —dominate rankings, proving that accessible, universal gameplay can break into Japan’s traditionally IP-driven market. Success for non-domestic titles lies in combining mass-appeal mechanics with consistent live ops to engage both casual and core Japanese gamers.Data Source: Sensor Tower App Performance Insights as of September 1, 2025. Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. Revenue is gross — inclusive of any percent taken by the app stores.

– All Rights Reserved18Last War: Survival sustained strong revenue momentum by layering frequent o ffers, temporary deals, and themed events. Strategic use of daily must-buy o ffers and alliance- driven activities helped stabilize engagement while driving consistent spending throughout June. Revenue notably spiked in early July 2025 following major live ops campaigns, including the Double Joy event and new seasonal packs. This highlights how adaptive event-driven monetization and coordinated content drops can effectively elevate revenue, proving the game’s live ops model is resonating in Japan.Data Source: Playliner Live ops Insights, Sensor Tower App Performance Insights as of September 1, 2025. Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. Revenue is gross — inclusive of any percent taken by the app stores. Only a small portion of the game’s live ops is represented here. For a full look, go to the Playliner platform.Playliner Live Ops Insights Last War:Survival Unified • Jun 9, 2025 – Aug 4, 2025 • Japan • Daily ↑2.7xLast War: Survival Boosts Revenue Through Aggressive Live Ops

– All Rights Reserved19In early July, Honkai: Star Rail achieved sharp revenue peaks through Character Warp banners, cosmetic o ffers, and refreshed passes. These high- impact events successfully drove player engagement and monetization within a short window. miHoYo’s tailored live ops approach shows how overseas publishers adapt e ffectively to Japan. By timing limited banners and premium o ffers strategically, the game maintains strong momentum, reinforcing its position as a leading RPG in Japan’s mobile market.Data Source: Playliner live ops Insights, Sensor Tower App Performance Insights as of September 1, 2025. Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. Revenue is gross — inclusive of any percent taken by the app stores. Only a small portion of the game’s live ops is represented here. For a full look, go to the Playliner platform.Playliner Live Ops Insights Honkai: Star Rail Unified • Jun 9, 2025 – Aug 4, 2025 • Japan • Daily ↑11x↑5xHonkai: Star Rail Sees July Spike with Event-Driven Strategy

– All Rights Reserved20Japan Country Deep-Dive Top Genres and Games

– All Rights Reserved21Puzzle games account for one-third of downloads, reflecting mass appeal and accessibility, while Arcade and Simulation follow. Casual genres continue to drive broad adoption, securing high visibility across Japan’s mobile app ecosystem despite lower long-term monetization potential.Japan Top Genre by Downloads 12 Months to July 2025 Japan’s Mobile Game Market: Puzzle Dominates Downloads, RPGs Lead RevenuePuzzleArcadeSimulationRPGStrategyTabletopLifestyleActionCasinoSportsShooterRacingGeolocationPuzzle (33.2%)Arcade (12.3%)Simulation (12.1%)RPG (11.0%)Strategy (7.9%)Tabletop (4.3%)Lifestyle (4.1%)Action (3.9%)Casino (3.8%)Sports (3.1%)Shooter (2.0%)Racing (1.7%)Geolocation (0.7%)RPGStrategyPuzzleActionSportsSimulationGeolocationArcadeShooterCasinoLifestyleRacingTabletopRPG (37.4%)Strategy (21.8%)Puzzle (9.2%)Action (5.8%)Sports (5.7%)Simulation (5.6%)Geolocation (4.3%)Arcade (3.3%)Shooter (2.5%)Casino (1.8%)Lifestyle (1.6%)Racing (0.5%)Tabletop (0.2%)Japan Top Genre by Downloads 12 Months to July 2025 Data Source: Sensor Tower App Performance Insights as of September 1, 2025. Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. Revenue is gross — inclusive of any percent taken by the app stores. Revenue trends tell a different story—RPGs dominate with over one-third share, supported by Strategy titles at nearly 22%. Deep narrative content, gacha mechanics, and event-driven monetization ensure RPGs remain Japan’s most profitable genre, balancing casual adoption with high-value core player spending. Geolocation Racing Sports Casino Action Lifestyle Tabletop Strategy RPG Simulation Arcade Puzzle Racing Casino Shooter Arcade Geolocation Simulation Sports Action Puzzle Strategy RPG

– All Rights ReservedGames appsSportsActionStrategyShooterCasinoRPGTabletopGeolocationRacingLifestyleSimulationArcadePuzzle0%25%50%75%100%MenWomenGames appsLifestyleSportsShooterActionRPGCasinoArcadeStrategyRacingTabletopSimulationGeolocationPuzzle0%25%50%75%100%18-2425-34 35-4445-5455+ 22Male players dominate competitive genres—Sports, Action, and Strategy—with shares above 80%. In contrast, women lead in Puzzle, Arcade, and Simulation, where casual and accessible formats attract broader gender balance across Japan’s gaming ecosystem. Gaming app gender group percentage Japan H1 2025 Gaming app age group percentage Japan H1 2025 Japan Mobile Gamer Demographics: Male Core Dominance, Older Players Expand Casual NichesData Source: Sensor Tower Audience Insights. Games classified by Sensor Tower’s Game Taxonomy as of September 1, 2025. Age trends reveal younger players drive competitive titles, with 18–34 accounting for most Sports and Shooters. Meanwhile, older players strengthen niches: Puzzle has 32% aged 55+, and Tabletop over 20%, underscoring how casual, slower-paced formats appeal to Japan’s aging population. 53.0% 52.1% 48.4% 46.9% 33.5% 33.4% 33.3% 31.6% 22.1% 19.3% 18.5% 14.2% 8.4% 33.5% 47.0% 47.9% 51.6% 53.1% 66.5% 66.6% 66.7% 68.4% 77.9% 80.7% 81.5% 85.8% 91.6% 66.5% 31.80% 11.10% 5.00% 20.70% 4.80% 5.30% 4.30% 10.40% 4.40% 4.90% 3.40% 4.90% 3.30% 9.40% 21% 20% 18% 14% 14% 14% 14% 10% 11% 11% 11% 11% 8% 13% 24% 35% 35% 22% 36% 26% 26% 21% 23% 20% 21% 17% 21% 26% 15% 23% 25% 27% 28% 35% 31% 33% 34% 39% 39% 35% 44% 32% 9% 11% 17% 16% 17% 20% 25% 26% 29% 25% 26% 32% 24% 20%

– All Rights Reserved23Downloads in Japan are shifting toward casual genres, with Sort and Physics subgenres growing over 70% year-on-year. Games like Car Jam and Screw Sort 3D highlight rising demand for simple, accessible puzzle gameplay.Japan Top Subgenre by Downloads 12 Months to June 2025 Revenue remains anchored in core RPG and Strategy genres, led by Umamusume: Pretty Derby a nd Last War: Survival . While some RPG subgenres face declines, explosive growth from Pokémon TCG Pocket shows card battlers and strategic monetization models can still capture strong spending momentum.Japan Top Subgenre by IAP Revenue 12 Months to June 2025 Japan Subgenre Trends: Casual Puzzles Grow, RPGs Sustain Revenue PowerRPG | Squad RPGPuzzle | SortArcade | Platformer / RunnerPuzzle | PhysicsPuzzle | Match PairSimulation | SimulatorSimulation | IdlerPuzzle | BlockStrategy | 4X StrategyPuzzle | Environmental0M10M20M30M-21%+74%-16%+71%+16%+9%+13%+15%+1%-18%Tokyo DebunkerCar JamGeometry Dash LiteScrew Sort 3D – Pin PuzzleGoods Puzzle: Sort ChallengeTanghulu Master – Mukbang ASMRConquest of JapanColor Block JamWhiteout SurvivalYoung Lady Escape: Escape Game#1 App By DownloadsYoY growthRPG | Squad RPGStrategy | 4X StrategyRPG | Puzzle RPGRPG | Turn-based RPGPuzzle | Match SwapStrategy | Card BattlerGeolocation | GeolocationSports | Realistic SportsArcade | Music / RhythmRPG | MMORPG$0M$900M$1,800M-21%+35%-22%-14%+2%+305%-15%-13%-29%-21%Umamusume: Pretty DerbyLast War:SurvivalMonster StrikeFate/Grand OrderRoyal MatchPokémon TCG PocketDragon Quest WalkPro Baseball Spirits AEnsemble Stars!! MusicTree of Savior: Neverland#1 App By DownloadsYoY growthData Source: Sensor Tower App Performance Insights as of September 1, 2025. Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. Revenue is gross — inclusive of any percent taken by the app stores.

– All Rights ReservedRevenue24Pokémon remains Japan’s top IP by IAP revenue, boosted by Pokémon TCG Pocket ’s strong adoption. Legacy franchises like Fate/Grand Order , Dragon Quest , and Umamusume maintain solid contributions, reflecting maturity in long-established IP- driven titles.In-app purchase revenue of IP-based mobile games in Japan – by IP 12 Months to July 2025Japan’s IP-Based Mobile Games: Pokémon Leads, Gundam Emerges as Growth DriverPokemonFateDragon QuestUma Musume Pretty DerbyThe IdolmasterGundamNPBFIFProDragon Ball ZDisney Animation$0M$200M$400M+32%-18%-17%-16%-18%+831%-23%-3%+4%+10%Pokémon TCG PocketFate/Grand OrderDragon Quest WalkUmamusume: Pretty DerbyGakuen IdolmasterSD Gundam G Generation EternalPro Baseball Spirits AeFootballDRAGON BALL Z DOKKAN BATTLELINE: Disney Tsum Tsum#1 App By DownloadsYoY growthPokémon TCG PocketThe Pokémon CompanyFate/Grand OrderSonyUmamusume: Pretty DerbyCyberAgentSD Gundam G Generation EternalBANDAI NAMCOeFootballKonamiPro Baseball Spirits AKonamiGakuen IdolmasterBANDAI NAMCODragon Quest WalkSQUARE ENIX DRAGON BALL Z DOKKAN BATTLEBANDAI NAMCO Pokémon GOScopely12345678910Revenue GrowthSD Gundam G Generation EternalBANDAI NAMCO Pokémon TCG PocketThe Pokémon CompanyMadoka Magica Magia ExedraSonyDRAGON BALL Z DOKKAN BATTLEBANDAI NAMCOPersona: The Phantom XSEGARagnarok XGungHo OnlineChiikawa PocketAppliboDisney SolitairePlaytika LTDPro Baseball RisingCom2uSLINE: Disney Tsum TsumNAVER12345678910Japan IP Based Games by Revenue Unified • Jan 1, 2025 – July 31, 2025 Growth momentum is shifting toward newer or revitalized IPs. SD Gundam G Generation Eternal surged with over 800% growth, while Madoka Magica Magia Exedra and Persona: Nightfall Phantom show strong debuts. This highlights Japan’s ability to sustain evergreen IPs while fueling new franchise opportunities.Data Source: Sensor Tower App Performance Insights as of September 1, 2025. Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. Revenue is gross — inclusive of any percent taken by the app stores.

– All Rights ReservedRevenue25Japan leads global anime-style mobile gaming, capturing 42% of IAP revenue, far ahead of China’s 21%. Legacy IPs like Monster Strike , Fate/Grand Order, and Umamusume remain anchors, while overseas hits like Honkai: Star Rail reinforce cross-market appeal. Market share of IAP revenue for Global anime-style mobile games Jan to July 2025Japan Dominates Global Anime-Style Games, Fueled by Strong IP RevenueMonster StrikeMixiFate/Grand OrderSonyHonkai: Star RailmiHoYoUmamusume: Pretty DerbyCyberAgentSD Gundam G Generation EternalBANDAI NAMCOGakuen IdolmasterBANDAI NAMCODragon Quest WalkSQUARE ENIXPuzzle & DragonsGungHo OnlineDRAGON BALL Z DOKKAN BATTLEBANDAI NAMCOGenshin ImpactmiHoYo12345678910Revenue GrowthSD Gundam G Generation EternalBANDAI NAMCOShadowverse: Worlds BeyondCyberAgentMadoka Magica Magia ExedraSonyWuthering WavesKuroHonkai: Star RailmiHoYo DRAGON BALL Z DOKKAN BATTLEBANDAI NAMCOWizardry Variants DaphneDrecomTree of Savior: NeverlandAlibabaPersona: Nightfall PhantomSEGARagnarok XGungHo Online12345678910Japan Anime Based Games by Revenue Unified • Jan 1, 2025 – July 31, 2025 Growth momentum comes from revitalized and new IPs. SD Gundam G Generation Eternal tops revenue growth, joined by Shadowverse: Worlds Beyond and Madoka Magica Magia Exedra . This mix of enduring franchises and fresh adaptations highlights anime IP’s sustained cultural and commercial power in Japan’s mobile market.JapanChinaUnited StatesSouth KoreaOthersData Source: Sensor Tower App Performance Insights as of September 1, 2025. Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. Revenue is gross — inclusive of any percent taken by the app stores. Others 18% South Korea 9% United States 11% China 21% Japan 42%

– All Rights Reserved26Japan accounts for 34% of otome game revenue in 2025 H1, ranking second globally. Blockbusters like Ensemble Stars!! Music , Love and Deepspace and Disney: Twisted Wonderland continue to anchor its strong domestic performance. 2024 H1- 2025 H1 Revenue Market Share for Otome GamesOtome Games: Japan’s Enduring Strength in Narrative-Driven Romance Titles, Now Expanding Into Major Global MarketsRising hits such as Devil Butler and the Black Cat and 18TRIP signal fresh momentum, while long-running franchises like IDOLiSH7 and Uta no Prince-sama ensure stability, showcasing Japan’s balance of innovation and enduring fan engagement.Data Source: Sensor Tower App Performance Insights as of September 1, 2025. Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. Revenue is gross — inclusive of any percent taken by the app stores. ‘Otome’ is categorized as a theme within Sensor Tower’s Game IQ taxonomy, referring to story-driven romance games primarily targeted at women, often featuring relationship-building with multiple male characters. DownloadsEnsemble Stars!! MusicHappy ElementsLove and DeepspacePaper GamesDevil Butler and the Black CatKousuke WakayamaDisney: Twisted WonderlandSonyIkemen VilainsCYBIRD Break My Casecoly18TRIP LiberentIkemen PrinceCYBIRDPromise of WizardcolyEnsemble Stars!! BasicHappy Elements12345678910Revenue12345678910Japan Top Otome Games Unified • Jan 1, 2025 – July 31, 2025 Ensemble Stars!! MusicHappy ElementsDisney: Twisted WonderlandSonyLove and DeepspacePaper GamesIDOLiSH7BANDAI NAMCO18TRIP LiberentUta no Prince-sama BROCCOLIA3!LiberentPromise of WizardcolyDevil Butler and the Black CatKousuke WakayamaBreak My Casecoly$0M$250M$500M2023 H22024 H12024 H22025 H1ChinaJapanUSTaiwanSouth KoreaOthers17%41%41%37%69%43%37%34%

– All Rights Reserved27Japan Game Publishers On the Global Stage

– All Rights Reserved28Japanese mobile game developers exert strong global influence, with the majority of downloads coming from overseas markets. This underscores Japan’s role as a major content exporter, as their titles attract international audiences across diverse genres.Japan HQ’d Publishers Share of Downloads by Market 2024 Q2 to 2025 Q2Despite this global scale, revenue remains heavily domestic-driven. Over two-thirds of IAP earnings still originate in Japan, where high-value local players fuel consistent monetization. This dual dynamic highlights Japan’s export strength in downloads but continued reliance on domestic spending power for revenue leadership.Japan HQ’d Publishers Share of IAP Revenue by Market 2024 Q2 to 2025 Q2Japan-Based Publishers Maintain Domestic Strength While Tapping Overseas Revenue GrowthData Source: Sensor Tower App Performance Insights as of September 1, 2025. Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. Revenue is gross — inclusive of any percent taken by the app stores. 0M100M200M300M400M2024 Q22024 Q32024 Q42025 Q12025 Q2Domestic MarketOverseas Market16%15%13%16%17%84%85%87%84%83%$0B$0.5B$1B$1.5B$2B$2.5B2024 Q22024 Q32024 Q42025 Q12025 Q2Domestic MarketOverseas Market77%75%70%69%68%23%25%30%31%32%

– All Rights Reserved29Kayac and Sega drive global downloads with casual hits like Number Master: Run and merge and Sonic Dash , while Pokémon remains a strong contender. Smaller publishers like Geisha Tokyo and Tokyo Communications also highlight the breadth of Japan’s export-driven mobile gaming ecosystem. Revenue leadership is anchored by Bandai Namco, The Pokémon Company, and Konami, fueled by iconic IPs including Dragon Ball Z Dokkan Battle , Pokémon TCG Pocket , and eFootball . Solid performers like Umamusume and Dragon Quest Walk underscore Japan’s dominance in sustaining high-spending, loyal player bases.Data Source: Sensor Tower App Performance Insights as of September 1, 2025. Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. Revenue is gross — inclusive of any percent taken by the app stores. Analysis Includes Japan-founded publishers; excludes overseas firms listing Japan as HQ.Top 10 Japan HQ’d Game Publishers & Top Game Worldwide • Jan 1, 2025 – Jul 31, 2025 vs PreviousRevenuevs Previous12345678910KAYAC Inc.Number Master: Run and mergeSEGA CORPORATIONSonic Dash: Fun Endless RunnerThe Pokémon CompanyPokémon TCG PocketCyberAgent, Inc.Arm Wrestling MasterKonamieFootball™BANDAI NAMCO Entertainment Inc.DRAGON BALL LEGENDSGeisha Tokyo Entertainment, Inc.Traffic Run!Tokyo Communications Group,Inc.Order please! -Draw&Story gameDWANGO Co., Ltd.Sandwich RunnerNintendo Co., Ltd.Mario Kart Tour1111111BANDAI NAMCO Entertainment Inc.DRAGON BALL Z DOKKAN BATTLEThe Pokémon CompanyPokémon TCG PocketKonamieFootball™CyberAgent, Inc.Umamusume: Pretty DerbySony CorporationFate/Grand OrderSQUARE ENIX INCDragon Quest Walkmixi, IncMonster StrikeNAVER CorporationLINE: Disney Tsum TsumGungHo Online Entertainment, Inc.Puzzle & Dragons (English)SEGA CORPORATIONHATSUNE MIKU: COLORFUL STAGE!123456789101131411Japan’s Leading Publishers: Bandai Namco Tops Revenue, Kayac Leads DownloadsDownloads

– All Rights Reserved30In overseas markets, Pokémon TCG Pocket and eFootball dominate revenue, joined by evergreen IPs like Dragon Ball Z Dokkan Battle and Fate/Grand Order . This underscores Japan’s ability to export core franchises with strong monetization power.Top 10 Japanese Games by Revenue in Overseas Market January to July 2025Japanese Games Abroad: Pokémon and eFootball Lead Revenue, Casual Titles Drive DownloadsData Source: Sensor Tower App Performance Insights as of June 10, 2025. Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. Revenue is gross — inclusive of any percent taken by the app stores. Analysis Includes Japan-founded publishers; excludes overseas firms listing Japan as HQ.Pokémon TCG Pocket eFootball DRAGON BALL Z DOKKAN BATTLE DRAGON BALL LEGENDS Fate/Grand Order MapleStory M: Fantasy MMORPG Umamusume: Pretty Derby SD Gundam G Generation Eternal The Battle Cats HATSUNE MIKU: COLORFUL STAGE! $0M$2M$4MCard BattlerRealistic SportsPuzzle RPGFightingTurn-based RPGMMORPGSquad RPGTurn-Based TacticsReal-Time StrategyMusic / RhythmGame IQ GenreDownload rankings tell a different story, where casual and ultracasual hits like Number Master, Sonic Dash , and Sandwich Runner drive mass adoption. Japanese publishers successfully balance high-value IP-driven revenues with lightweight global-friendly experiences that expand reach across broader international audiences.eFootball Pokémon TCG Pocket Number Master: Run and merge Sonic Dash Endless Runner Game SAKURA School Simulator Sandwich Runner Ball Run 2048: merge number Ragdoll Break: Let’s destroy! Sonic Forces: PvP Battle Race Mario Kart Tour 0M40MRealistic SportsCard BattlerPlatformer / RunnerPlatformer / RunnerAvatar LifePlatformer / RunnerPlatformer / RunnerUltracasualPlatformer / RunnerKart RacingGame IQ GenreTop 10 Japanese Games by Downloads in Overseas Market January to July 2025

– All Rights Reserved31Japan Stronghold in PC/Console Games

– All Rights Reserved32Trends in Steam Platform Game Sales Revenue and Unit Sales, 2020–2029In 2025, game sales revenue and unit sales on the Steam platform are expected to grow by 12% and 8% respectively, reaching $11.9 billion and 770 million units. By 2029, they are projected to approach $16 billion and 900 million units, demonstrating strong growth potential.PC/Console game downloads by publisher HQ country 2025 YTD Steam Growth Continues as Japan Strengthens PC/Console Game PresenceData Source: Sensor Tower Video Game Insights as of August 22nd, 2025 Note: Steam’s platform game sales revenue does not include in-game purchase revenue. The sales revenue, unit sales, active users, and cumulative users for the years 2025-2029 are all estimated figures. Japan accounts for 15% of worldwide PC/console downloads, second only to the United States at 38%. This highlights Japan’s growing influence in the global market, driven by strong IP exports and increasing overseas demand for Japanese-developed titles.Units0B0.5B1BRevenue$0B$8B$16B2020202120222023202420252026202720282029RevenueUnits Others 14% Sweden 5% Germany 5% China 6% United Kingdom 7% France 10% Japan 15% United States 38%

– All Rights Reserved33Japan maintains a powerful footprint on Steam, with Bandai Namco, SEGA, and Capcom ranking among the global top ten publishers by all-time revenue. Their AAA portfolios highlight Japan’s continued strength in cross-platform gaming. Within Japan, Bandai Namco, SEGA, and Square Enix lead with extensive catalogs, while FromSo “ware shows impact despite fewer releases. Indie publishers like Pocketpair, Arc System Works, and Playism also demonstrate Japan’s growing creative diversity across PC and console markets.2025 Steam Publishers by All Time Total Revenue As of August 22, 2025Data Source: Sensor Tower Video Game Insights as of August 22nd, 2025 Note: Steam’s platform game sales revenue does not include in-game purchase revenue.Japan HQ PublishersRankPublisherClassHQ#Released Games1Electronic ArtsAAAUnited States2UbisoftAAAFrance3Bandai NamcoAAAJapan42KAAAUnited States5Bethesda SoftworksAAAUnited States6SEGAAAAJapan7ValveAAAUnited States8CapcomAAAJapan9Xbox Game StudiosAAAUnited States10Feral InteractiveAAUnited KingdomRankPublisherClass#Released Games1Bandai NamcoAAA2SEGAAAA3CapcomAAA4FromSoftwareAAA5Square EnixAAA6PocketpairIndie7KONAMIAA8ARC SYSTEM WORKSIndie9PLAYISMIndie10SNK CORPORATIONIndieAll HQ PublishersJapanese Publishers Secure Strong Presence on Steam’s Global Revenue Charts 44 61 98 40 173 69 105 148 180 168 31 122 48 48 5 162 7 98 173 148

– All Rights Reserved34Global downloads were led by shooters and sports titles such as Marvel Rivals and EA Sports FC 25 , while RPGs like Clair Obscur: Expedition 33 also showed strong traction, reflecting a broad appetite for immersive, competitive, and action-driven experiences. Japanese publishers stood out with hits like Monster Hunter Wilds , Elden Ring , and Resident Evil 4, underscoring their dominance in RPG and action genres. SEGA’s Sonic franchise and Pac-Man reboots highlight Japan’s enduring influence in arcade and platformer gaming.2025 Steam Games by Downloads 2025 Year to DateData Source: Sensor Tower Video Game Insights as of August 22nd, 2025 Note: Steam’s platform game sales revenue does not include in-game purchase revenue. 12345678910Marvel RivalsShooterNetEase GamesHero ShooterEA SPORTS FC 25SportsElectronic ArtsSimulation SportsMonster Hunter WildsRPGCapcomAction RPGClair Obscur: Expedition 33RPGKepler InteractiveTurn-Based RPGNBA 2K25Sports2KSimulation SportsR.E.P.O.ActionsemiworkSurvival HorrorUFC 5SportsElectronic ArtsSimulation SportsSplit FictionActionElectronic ArtsAction-AdventurePEAKActionAggro Crab, LandfallSurvival CraftThe Elder Scrolls IV: Oblivion RemasteredRPGBethesda SoftworksAction RPG12345678910Monster Hunter WildsRPGCapcomAction RPGELDEN RING NIGHTREIGNShooterBandai Namco, FromSoftwareHero ShooterELDEN RINGRPGBandai Namco, FromSoftwareAction RPGResident Evil 4ActionCapcomSurvival HorrorSonic Colors: UltimateArcadeSEGAPlatformerFINAL FANTASY VII REBIRTHRPGSquare EnixAction RPGSonic FrontiersArcadeSEGAPlatformerPAC-MAN WORLD Re-PACArcadeBandai NamcoPlatformerPowerWash SimulatorSimulationSquare EnixJob SimulatorDRAGON BALL XENOVERSE 2ActionBandai NamcoFightingTop games by Japan HQ PublishersTop Games by All HQ PublishersFrom Monster Hunter to Elden Ring: Japanese Publishers Power Steam’s Global Hits

– All Rights Reserved35Japan Game Advertising Overview

– All Rights Reserved36Japan’s digital ad spend in H1 2025 remained steady at around $750M monthly, with impressions surpassing 300B. Media & Entertainment led overall investment, but Gaming secured a top-three position, signaling its critical role in digital ad growth.Japan Digital Ad Spend and Impressions H1 2025 Gaming’s prominence highlights rising competition for player attention across PC, console, and mobile. With impressions rivaling shopping and entertainment, the sector demonstrates its influence as both a cultural and commercial driver, reinforcing gaming’s importance in Japan’s digital advertising landscape.Japan Top Categories by Digital Ad Spend and Impression H1 2025 Gaming Emerges as a Core Growth Driver in Japan’s Digital AdvertisingSource: Sensor Tower – Advertising Insights by Pathmatics Note: This report includes data from Facebook, Instragram, LINE (from April 2025), Mobile App Ad Networks, TikTok, X, and YouTube, covering the period from January to June 2025. Media & EntertainmentGamingShoppingJobs & EducationConsumer Packaged GoodsHealth & WellnessFinancial ServicesSo !ware Business & IndustrialsTravel & TourismFood & Dining Services$0M$600MMedia & EntertainmentShoppingGamingJobs & EducationHealth & WellnessConsumer Packaged GoodsFinancial ServicesBusiness & IndustrialsSo !ware Travel & TourismFood & Dining Services0B220BImpressions0B100B200B300B400BSpend$0M$250M$500M$750M$1,000M1/1/251/2/251/3/251/4/251/5/251/6/251/7/25SpendImpressionsAd Spend Impressions

– All Rights Reserved0B10B20B30B40B1/1/251/2/251/3/251/4/251/5/251/6/251/7/25LineMobileAppsYouTubeInstagramTikTokXFacebookJapan Gaming Advertising Remains LINE-Centric with Broad Channel Support in H1 202537In H1 2025, Japan’s gaming ad impressions remained heavily concentrated on LINE, which consistently led as the top channel each month. Despite fluctuations, LINE’s dominance underscores its unmatched role in reaching Japan’s mobile-first gaming audience, while other platforms provided complementary scale. YouTube, Instagram, TikTok, and X delivered steady secondary contributions, highlighting a diversified strategy beyond LINE. Notably, Mobile Apps emerged as the second-largest channel, sustaining a strong share throughout the period. This balance shows advertisers pairing LINE’s reach with multi-platform visibility to maximize campaign e ffectiveness. Japan Monthly Gaming Ad Impressions by Ad Channels H1 2025Source: Sensor Tower – Advertising Insights by Pathmatics Note: This report includes data from Facebook, Instragram, LINE (from April 2025), Mobile App Ad Networks, TikTok, X, and YouTube, covering the period from January to July 2025.

– All Rights Reserved38Mobile games accounted for 63% of Japan’s gaming ad spend in H1 2025, led by Action & Strategy and Lifestyle & Puzzle genres. Strong investment reflects publishers’ push to capture casual and mid-core mobile audiences at scale.By contrast, PC & console advertising was more targeted, with Shooters leading at around $14M, far outpacing RPGs and Strategy. This highlights the concentrated push behind blockbuster titles, as console publishers emphasize fewer but high-impact franchises in Japan’s market.Gaming Top Sub Categories by Digital Ad Spend Japan H1 2025 Action & Strategy Dominate Japan’s Mobile Gaming Ad Spend, While Shooters Lead PC & Console Genre InvestmentAdvertising SpendMobile Action & StrategyMobile Lifestyle & PuzzleOther Mobile GamesMobile CasinoMobile Sports & Racing$0M$160MPC & Console ShooterPC & Console RPGPC & Console StrategyPC & Console ActionPC & Console Sandbox$0M$14MMobile, PC & Console Gaming Top Sub Genres by Ad Spend Japan H1 2025 Source: Sensor Tower – Advertising Insights by Pathmatics Note: This report includes data from Facebook, Instragram, LINE (from April 2025), Mobile App Ad Networks, TikTok, X, and YouTube, covering the period from January to June 2025. $155.7 M$125.1 M$30.6 M$9.2 M$8.9 M$14 M$4.4 M$2.1 M$0.9 M$0.7 M Others 9% PC & Console Games 4% Video Game Distribution 11% Video Game Publisher (General) 13% Mobile Games 63%

– All Rights Reserved39Japan Gaming Ad Impressions in H1 2025 Driven by Mobile Hits and Strong Console Investment in Shooters & RPGsSource: Sensor Tower – Advertising Insights by Pathmatics Note: This report includes data from Facebook, Instragram, LINE (from April 2025), Mobile App Ad Networks, TikTok, X, and YouTube, covering the period from January to June 2025. Mobile – Action & Strategy1PONOS CorporationThe Battle Cats2Century GamesWhiteout Survival3Joy Net GamesLegend of the Holy Spirit 4Last War: Survival Game (FUNFLY PTE. LTD.)Last War:Survival5TencentBrawl Stars6Habby PTE. LTD.Archero 27The Pokémon Company International, Inc.Pokémon TCG Pocket8miHoYo Co., Ltd.Honkai Impact 3rd937GAMESPuzzles & Survival10Sony Interactive EntertainmentMadoka Magica Magia ExedraMobile Lifestyle & Puzzle1Niantic, Inc.Pokémon GO2HuuugeGames (Huuuge Global Ltd)Car Jam3Dream GamesRoyal Match4Cocone GlobalLivly Island – Adopt Cute Pets5Take-Two Interactive Software, Inc.Color Block Jam6Whoyaho Corp.Tanghulu Master – Mukbang ASMR7Universal Mobile GamesDaily Merge: Match Puzzle Game8Supercent, Inc.Snake Clash!9Square Enix Holdings Co., LtdDragon Quest Walk10Bandai Namco Group Gakuen IdolmasterPC & Console Shooter1TencentDelta Force2Wargaming.netWorld of Warships Blitz War3Epic Games, Inc.Fortnite (PC/Console)4MicrosoftOverwatch (Franchise)5Splitgate (1047 Games, LLC)Splitgate (1047 Games, LLC)6Wildlife StudiosWar Machines  Tanks Battle Game 7MY.GAMESWar Robots Multiplayer Battles8Seasun GamesMecha BREAK9Gaijin Entertainment CorporationWar Thunder Mobile10Bandai Namco Group ONE PIECE Bounty RushPC & Console RPG1Nexters (GDEV Inc.)Hero Wars: Alliance2SEGA CorporationPersona5: The Phantom X3Stillfront Group ABAlbion Online4Capcom Entertainment, Inc.Monster Hunter Wilds5miHoYo Co., Ltd.Honkai: Star Rail6Square Enix Holdings Co., Ltd. Final Fantasy XIV7HaoPlay LimitedGIRLS’ FRONTLINE 2: EXILIUM8NintendoXenoblade Chronicles X9Netmarble CorporationSolo Leveling:Arise10Embracer Group ABKingdom Come (Franchise)

– All Rights ReservedPonos Corporation Total Impressions and Channel Breakdown40In H1 2025, PONOS Corporation generated over 3.8B ad impressions, with LINE accounting for 89% of exposure—underscoring the platform’s unmatched importance in Japan’s mobile ecosystem. Major spikes in May and July reflected the game’s 12th anniversary campaign and a high-profile Evangelion collaboration, both of which boosted engagement and reinforced the title’s staying power.Ad creatives emphasized playful cross-IP storytelling, blending the quirky Battle Cats aesthetic with iconic Evangelion imagery. Campaigns also employed humor, vibrant visuals, and nostalgic callbacks to energize fans, while secondary pushes on Instagram, X, and YouTube extended reach beyond LINE. This creative mix showcased how milestone-driven and collaboration-led ads can reinvigorate long-running IPs.Creative Gallery for Ponos Corporation Japan The Battle Cats , developed by PONOS Corporation, continues to be one of Japan’s most iconic and enduring mobile titles. Known for its quirky art style and humorous gameplay, the game has sustained strong popularity through frequent collaborations and creative ad campaigns.Source: Sensor Tower – Advertising Insights by Pathmatics Note: This report includes data from Facebook, Instragram, LINE (from April 2025), Mobile App Ad Networks, TikTok, X, and YouTube, covering the period from January to July 2025. PONOS Corporation The Battle Cats

– All Rights ReservedCentury Games Audience Overview and Personas H1 2025 Japan 41Audience analysis shows a male-dominated base (63%), with the core aged 25–34. The game over-indexes among PC gamers (1.76x) and music streamers (1.69x), highlighting a tech-savvy, entertainment-driven demographic that engages deeply with gaming and lifestyle media.Creative campaigns in Japan lean into cinematic storytelling , humor , and seasonal themes like winter survival , blending real-world and in-game environments . This resonates with students, digital socialites, and console gamers , reinforcing Century Games’ relevance while expanding its foothold in Japan’s competitive market.Creative Gallery for Century Games Japan Whiteout Survival from Century Games has quickly built a strong following in Japan. With immersive survival themes and high- quality creatives, the title appeals to a wide spectrum of players while leaning heavily on TikTok and Instagram for visibility.0%50%100%MaleFemale0%50%100%18-2425-3435-4445-4455+Century Games Audience vs. General Population % DifferencePC GamersMusic StreamersDigital SocialitesStudentsConsole GamersGig WorkersSneakerheads1.31.4251.551.6751.8Source: Sensor Tower – Advertising Insights by Pathmatics Note: This report includes data from Facebook, Instragram, LINE (from April 2025), Mobile App Ad Networks, TikTok, X, and YouTube, covering the period from January to July 2025. Century Games Whiteout Survival 37% 63% 4.3% 11.3% 22.9% 37% 25% 1.49x 1.53x 1.54x 1.62x 1.64x 1.69x 1.76x

– All Rights Reserved42ConclusionJapan Mobile Market: High-Value, Stable Growth Japan remains a global mobile gaming powerhouse, generating over $11B in IAP revenue despite fewer downloads. Its strength lies in high ARPU, deep cultural gaming roots, and loyal players sustaining monetization through mature live ops strategies. Genre & Game Performance Dynamics RPGs and strategy titles continue to dominate Japan’s revenue charts, while casual genres sustain download momentum. SD Gundam G Generation ETERNAL , Last War: Survival and Honkai: Star Rail highlight how event-driven content drives monetization, engagement, and recurring revenue spikes across top-performing titles. Publishers & Platforms: Global Reach, Domestic Spend Japanese mobile game publishers export content widely, with most downloads overseas, yet two-thirds of revenue still originates domestically. Capcom, Bandai Namco, and Square Enix maintain strong global relevance with hits across PC, console, and mobile. Japan’s publishers excel in RPG, action, and IP-driven franchises, reinforcing their enduring influence in shaping international gaming trends and Steam chart success. Advertising and Engagement Innovation Gaming is now one of Japan’s leading digital ad categories, with LINE and Mobile Apps driving the majority of exposure. Case studies like The Battle Cats and Whiteout Survival demonstrate how cross-IP collaborations, seasonal campaigns, and culturally resonant creatives re-energize audiences, underscoring advertising’s pivotal role in sustaining market leadership.1234

– All Rights Reserved43Sensor Tower Terms of UseThis report and all original content contained within are wholly owned by Sensor Tower, Inc. © 2025. Modification, republication, distribution, or other unauthorized usage violate this copyright, unless express permission has been granted. App icons, images, and other branding assets are property of their respective publishers and are used expressly for the purpose of editorial commentary. If you would like to republish any of the data contained in this report, please email info@sensortower.com for further information on how to do so. We’re always happy to work with news organizations to provide custom data, insights and commentary. Contact press-apac@sensortower.com for help. Interested in our latest mobile insights? Read and download our new analysis of the mobile ecosystem at: sensortower.com/blog

– All Rights Reserved44Donny Kristianto Principal Market Insights Manager SingaporeAuthorNan Lu VP of Marketing, APAC San FranciscoContributorYena You Insights Strategist SeoulContributorHideyuki Tsuji Insights Strategist TokyoContributorRui Ma Senior Analyst, APAC HubeiContributorSara Tan Marketing Operations, APAC SingaporeContributorDaniel Zhang Field Marketing Manager, GCR BeijingContributorSensor Tower APAC Insights Team

– All Rights Reserved45Sensor Tower About usLos Angeles 3840 Watseka Ave Culver City, CA 90232 United StatesNew York City WeWork 33 Irving Place 9th Floor, #9031 New York, NY 10023 United StatesVancouver 555 Burrard St Vancouver BC V7X 1M9 CanadaSan Francisco 44 Montgomery St San Francisco, CA 94104 United StatesLondon 3rd Floor, Hend House 233 Shaftesbury Ave London WC2H 8EE United KingdomBeijing Guanghua Ocean International Center, 10 Jintong Rd (W.), Tower AB, 7/F, Chaoyang, Beijing, 100020 ChinaSeoul 909-ho, 22, Teheran-ro 7-gil, Gangnam-gu, Seoul, South Korea, 06130Singapore WeWork 9 Battery Road, Level 6 Singapore 049910 SingaporeTokyo Kanda First Building, 45-1 Kandakonyacho, Chiyoda-ku, Tokyo 101-0035 JapanGet in touchHelp site Your online resource for any questions you may haveLearn moreBlog Check out our blogRead moreSensor Tower is the leading solution for mobile marketers, app developers, and industry analysts who demand competitive insights on the mobile economy. Sensor Tower’s product suite includes: App Intelligence, Store Intelligence, Ad Intelligence, and Usage Intelligence.Contact Info: sensortower.com sales@sensortower.comContact Us Press : press-apac@sensortower.com Sales: sales@sensortower.com