Japanese Gaming Market in 2025

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We’re excited to share this special edition of our Japan market report,
which was developed and presented live for UKIE’s Virtual Trade
Mission: Japan.
This report is designed to help game businesses of all sizes better
understand, 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 pioneering
studios to deeply rooted gaming culture, it offers unmatched potential,
but also requires local nuance, cultural understanding, and clever
positioning.
In this report, we explore Japan’s current games market landscape,
highlighting key data on market size, player demographics and
motivations, and the standout trends shaping behavior today.
All data and insights come from the , our flagship
tool for understanding the games markets and players around the
globe. 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

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✓ Japanese players are highly valuable,
generating 9.1% of global games revenue despite
making up just 2.2% of the global player base .
✓ Recent revenue growth has been strong, but
the weakening JPY against the USD is a headwind
for international publishers .
✓ PC revenue in Japan has grown rapidly over
the past 7 years, but the pace is expected to slow
down .
✓ Nintendo dominates the domestic console
market, accounting for 70 % of hardware sales .
✓ Excluding mobile and Nintendo platforms,
Japan’s PC and console market still represents a
solid $2.5–3.0 billion opportunity .
✓ Japanese players prefer (single -player) RPGs
on console and shooters on PC, while the UK
prefers shooters across both platforms .
✓ Sports is not a significant genre in Japan .
✓ Japan much prefers fantasy and science fiction
themes .
✓ Japanese players gravitate toward domestic
franchises, especially Nintendo ones .
✓ Japanese publishers dominate the console
premium games market while Japanese players
choose lower -priced, trendy PC co -op
experiences .
✓ Apex Legends and Genshin Impact remain
massive F2P successes .
✓ Japan’s PC/console player base is older than in
the West, though gender distribution is similar .
PC/console penetration is slightly higher in the US
and Europe .
✓ Storytelling matters globally, but preferences
differ : Japanese players value narrative depth and
design, while Western players favor open worlds
and high -quality graphics .
✓ Japanese players are likelier to play solo, while
UK & US players enjoy playing with or against
other players .

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Title -level engagement (MAU, DAU, playtime,
churn, more) and digital revenue data for
thousands of PC & console games.
Complete toolkit for optimizing games’ store presence,
improving discoverability, and tracking marketing
attribution.
Title -level consumer
insights, awareness and
purchase funnel
Yearly in -depth survey
profiling 73.000 gamers
worldwide
Games market sizing & forecasts for 100+ countries
and the key trends on a global and local level.
Tailored solutions to critical business challenges.
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Title -level engagement (MAU, DAU, playtime,
churn, more) and digital revenue data for
thousands of PC & console games.
Complete toolkit for optimizing games’ store presence,
improving discoverability, and tracking marketing
attribution.
Title -level consumer
insights, awareness and
purchase funnel
Yearly in -depth survey
profiling 73.000 gamers
worldwide
Games market sizing & forecasts for 100+ countries
and the key trends on a global and local level.
Tailored solutions to critical business challenges.
12
Find out more

13 Source: ©Newzoo | Games Market Reports & Forecasts | May 2025 | newzoo.com/games -market -reports -forecasts
Global Revenue Rank Global Revenue Share Global Player Share

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On average, a Japanese player generates much more revenue — $223 per player, compared to $145 in the UK.
JP UK
Source: ©Newzoo | Games Market Reports & Forecasts | May 2025 | newzoo.com/games -market -reports -forecasts

15 Source: ©Newzoo | Games Market Reports & Forecasts | May 2025 | newzoo.com/games -market -reports -forecasts
+4.3 % YoY
(vs. +3.2% Global)
+16.2% YoY
(vs. +4.4% Global)
+5.2 % YoY
(vs. +5.6% Global)
-3.1 % YoY
(vs. -2.4% Global) Year -on -year growth in
the PC segment,
another massive year
Year -on -year drop in
the Console segment,
driven by the Switch’s
lifecycle and a weaker
premium slate

16 Source: ©Newzoo | Games Market Reports & Forecasts | May 2025 | newzoo.com/games -market -reports -forecasts
Year -on -year growth in
the PC segment, the
only growth driver in
2024
Year -on -year drop in
the Console segment,
driven by the Switch’s
lifecycle.
(vs. +3.2% Global)
+7.8% YoY
(vs. +4.4% Global)
YoY
(vs. +5.6% Global)
(vs. -2.4% Global)

2015 2016 2017 2018 2019 2020 2021 2022 2023 2024F 2025F 2026F 2027F
Japan | 2015 -2027F
PC Consoles
Source: ©Newzoo | Games Market Reports & Forecasts | May 2025 | newzoo.com/games -market -reports -forecasts
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2015 2016 2017 2018 2019 2020 2021 2022 2023 2024F 2025F 2026F 2027F
Japan | 2015 -2027F
PC Consoles
Source: ©Newzoo | Games Market Reports & Forecasts | May 2025 | newzoo.com/games -market -reports -forecasts
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19 Source : KADOKAWA ASCII Research LaboratoriesNote: Xbox includes Xbox One and Xbox Series X|S. PlayStation includes PlayStation 4 and PlayStation 5.
Japan | As of December 2024
2024 Total

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✓ Japanese players are highly valuable,
generating 9.1% of global games revenue despite
making up just 2.2% of the global player base .
✓ Recent revenue growth has been strong, but
the weakening JPY against the USD is a headwind
for international publishers .
✓ PC revenue in Japan has grown rapidly over
the past 7 years, but the pace is expected to slow
down .
✓ Nintendo dominates the domestic console
market, accounting for 70 % of hardware sales .
✓ Excluding mobile and Nintendo platforms,
Japan’s PC and console market still represents a
solid $2.5–3.0 billion opportunity .

Title -level engagement (MAU, DAU, playtime,
churn, more) and digital revenue data for
thousands of PC & console games.
Complete toolkit for optimizing games’ store presence,
improving discoverability, and tracking marketing
attribution.
Title -level consumer
insights, awareness and
purchase funnel
Yearly in -depth survey
profiling 73.000 gamers
worldwide
Games market sizing & forecasts for 100+ countries
and the key trends on a global and local level.
Tailored solutions to critical business challenges.
22

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Base: Total players
1 Europe includes United Kingdom, Germany, France, Netherlands, Belgium, Spain, Italy, Sweden, Finland, and Poland.
of total players have played on a PC and/or console in the past 6 months
Base: Total PC and/or console players
1.
2.
3.
Non -binary
Female
Male
Japan United
States
Europe
51 – 65
36 – 50
21 – 35
10 – 20
Japan United
States
Europe
Base: Total PC and/or console players
Source: Newzoo Global Gamer Study 2025 | newzoo.com/global -gamer -study Base: PC/Console players (P6M) JP (n=586), US (n=1,538), EU (n=11,427)

1 Europe includes United Kingdom, Germany, France, Netherlands, Belgium, Spain, Italy, Sweden, Finland, and PolandSource: Newzoo Global Gamer Study 2025Q: Reasons for playing video games, Appealing features of gamesBase: PC and/or Console players (P6M) JP (n=586), US (n=1,538), EU (n=11,427). 24
Base: Total PC and/or
console players
A deep or interesting story A vast open world or universe
to explore
A vast open world or universe
to explore
Open storytelling A deep or interesting story A deep or interesting story
Progression by puzzle -solving High -speed Open storytelling
A vast open world or universe
to explore Lots of optional tasks Lots of optional tasks
Planning, tactics, and strategy Open storytelling High -speed
Base: Total PC and/or
console players
A strong narrative or story High quality graphics High quality graphics
The theme or setting of a game A strong narrative or story Exploration and open worlds
Interesting design Exploration and open worlds A strong narrative or story
Harvesting, collecting or looting Playing against others (PvP) The theme or setting of a game
Exploration and open worlds Puzzle -solving aspects Puzzle -solving aspects
A deep or interesting story A deep or interesting story
A strong narrative or story
A vast open world or universe
to explore
A vast open world or universe
to explore
Exploration and open worlds
Open storytelling
Open storytelling High -speed
High -speed
High Quality Graphics High Quality Graphics
Lots of optional tasks Lots of optional tasks
A deep or interesting story
A strong narrative or story
A vast open world or universe
to explore
Open storytelling
Planning, tactics, and strategy
Harvesting, collecting or looting
Progression by puzzle -solving
The theme or setting of a game
Interesting design
The theme or setting of a game
Exploration and open worlds
Playing against others (PvP)
Exploration and open worlds
A strong narrative or story
Lots of optional tasks Lots of optional tasks
Puzzle -solving aspects Puzzle -solving aspects

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Base: PC players, Console players in each region
Source: ©Newzoo | Newzoo Global Gamer Study 2025 | newzoo.com/global -gamer -study
Story -first Players
Solo Adventurers
Hero Protagonists
Open World Rangers
Style -Conscious Party Players
Competition Lovers
Planners & Tacticians
Builders, Farmers, & Nurturers
Second -Life Escapists
Puzzlers & Personal Besters

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✓ Japanese players are highly valuable,
generating 9.1% of global games revenue despite
making up just 2.2% of the global player base .
✓ Recent revenue growth has been strong, but
the weakening JPY against the USD is a headwind
for international publishers .
✓ PC revenue in Japan has grown rapidly over
the past 7 years, but the pace is expected to slow
down .
✓ Nintendo dominates the domestic console
market, accounting for 70 % of hardware sales .
✓ Excluding mobile and Nintendo platforms,
Japan’s PC and console market still represents a
solid $2.5–3.0 billion opportunity .
✓ Japan’s PC/console player base is older than in
the West, though gender distribution is similar .
PC/console penetration is slightly higher in the US
and Europe .
✓ Storytelling matters globally, but preferences
differ : Japanese players value narrative depth and
design, while Western players favor open worlds
and high -quality graphics .
✓ Japanese players are likelier to play solo, while
UK & US players enjoy playing with or against
other players .

Title -level engagement (MAU, DAU, playtime,
churn, more) and digital revenue data for
thousands of PC & console games.
Complete toolkit for optimizing games’ store presence,
improving discoverability, and tracking marketing
attribution.
Title -level consumer
insights, awareness and
purchase funnel
Yearly in -depth survey
profiling 73.000 gamers
worldwide
Games market sizing & forecasts for 100+ countries
and the key trends on a global and local level.
Tailored solutions to critical business challenges.
28
Find out more

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Console game preferences
Source: ©Newzoo | Newzoo Global Gamer Study 2025 | newzoo.com/global -gamer -study
Role-Playing Battle Royale Shooter Adventure Fighting Sports Sandbox Racing Platformer Simulation
Fantasy Science fiction Survival Mystery Historic Nature Mythology Contemporary / modern day Horror Post-apocalyptic
UK Japan

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PC game preferences
Source: ©Newzoo | Newzoo Global Gamer Study 2025 | newzoo.com/global -gamer -study
Fantasy Science Fiction Mystery Survival Historic Nature Contemporary War / Modern Day Mythology Horror Post-apocalyptic
Shooter Adventure Role-Playing Battle Arena Battle Royale Simulation Strategy Sandbox Fighting Racing
UK Japan

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Mobile game preferences
Source: ©Newzoo | Newzoo Global Gamer Study 2025 | newzoo.com/global -gamer -study
UK Japan
Simulation Role-Playing Adventure Shooter Puzzle Arcade Card Battle Sports Sandbox Battle Arena
Fantasy Science fiction Mystery Survival Nature Historic Horror Mythology Contemporary / modern day Post-apocalyptic

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Top franchises played in the last 6 months by Console players
Source: ©Newzoo | Newzoo Global Gamer Study 2025 | newzoo.com/global -gamer -study

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Top franchises played in the last 6 months by PC players
Source: ©Newzoo | Newzoo Global Gamer Study 2025 | newzoo.com/global -gamer -study
*Uma Musume Pretty Derby

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PC and Console (excl. Switch) | 2022 -2025 releases
Source: Newzoo Game Performance Monitor | 37 Markets (excluding China, India) | PC, PlayStation, Xbox
Title Publisher % of 37
Markets
Lethal Company Zeekerss 2.7%
Diablo IV Blizzard
Entertainment 2.9%
R.E.P.O. Semiwork 3.3%
Raft Redbeet
Interactive 2.9%
Baldur’s Gate 3 Larian Studios 2.1%
Elden Ring Bandai Namco 3.0%
Content Warning Wilnyl 3.6%
Helldivers 2 Sony Interactive
Entertainment 2.0%
BattleBit Remastered SgtOkiDoki 2.7%
Buckshot Roulette Critical Reflex 4.3%
Title Publisher % of 37
Markets
Monster Hunter Wilds Capcom 37.6%
Elden Ring Bandai Namco 7.4%
Street Fighter 6 Capcom 18.3%
Hogwarts Legacy Warner Bros. 3.9%
Final Fantasy XVI Square Enix 18.9%
Armored Core VI: Fires of
Rubicon Bandai Namco 35.2%
Gran Turismo 7 Sony Interactive
Entertainment 10.7%
Final Fantasy VII Rebirth Square Enix 22.6%
ARK: Survival Ascended Studio Wildcard 7.9%
Earth Defense Force 6 D3 Publisher >90%
*as of end of May 2025

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PC and Console (excl. Switch) | 2022 -2025 releases
Source: Newzoo Game Performance Monitor | 37 Markets (excluding China, India) | PC, PlayStation, Xbox
*as of end of May 2025
Title Publisher % of 37
Markets
Counter -Strike 2 & GO Valve 3.3%
Dota 2 Valve 5.0%
PUBG: Battlegrounds Krafton 3.3%
Apex Legends Electronic Arts 4.5%
Rainbow Six: Siege Ubisoft 3.5%
Unturned Smartly Dressed
Games 3.4%
Team Fortress 2 Valve 2.8%
Genshin Impact MiHoYo 4.3%
Warframe Digital Extremes 3.7%
Valorant Riot Games 2.3%
Title Publisher % of 37
Markets
Apex Legends Electronic Arts 8.6%
Fortnite Epic Games 3.3%
Rainbow Six: Siege Ubisoft 5.2%
Overwatch 1 & 2 Blizzard
Entertainment 5.0%
Fall Guys Epic Games 4.7%
Call of Duty: Modern
Warfare I
Activision
Publishing 2.6%
Genshin Impact MiHoYo 14.4%
Phantasy Star Online 2
New Genesis Sega 39.7%
Destiny 2 Bungie 3.4%
Mobile Suit Gundam: Battle
Operation 2 Bandai Namco 52.3%

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✓ Japanese players are highly valuable,
generating 9.1% of global games revenue despite
making up just 2.2% of the global player base .
✓ Recent revenue growth has been strong, but
the weakening JPY against the USD is a headwind
for international publishers .
✓ PC revenue in Japan has grown rapidly over
the past 7 years, but the pace is expected to slow
down .
✓ Nintendo dominates the domestic console
market, accounting for 70 % of hardware sales .
✓ Excluding mobile and Nintendo platforms,
Japan’s PC and console market still represents a
solid $2.5–3.0 billion opportunity .
✓ Japanese players prefer (single -player) RPGs
on console and shooters on PC, while the UK
prefers shooters across both platforms .
✓ Sports is not a significant genre in Japan .
✓ Japan much prefers fantasy and science fiction
themes .
✓ Japanese players gravitate toward domestic
franchises, especially Nintendo ones .
✓ Japanese publishers dominate the console
premium games market while Japanese players
choose lower -priced, trendy PC co -op
experiences .
✓ Apex Legends and Genshin Impact remain
massive F2P successes .
✓ Japan’s PC/console player base is older than in
the West, though gender distribution is similar .
PC/console penetration is slightly higher in the US
and Europe .
✓ Storytelling matters globally, but preferences
differ : Japanese players value narrative depth and
design, while Western players favor open worlds
and high -quality graphics .
✓ Japanese players are likelier to play solo, while
UK & US players enjoy playing with or against
other players .

Helping you achieve success every step of the way.
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BI & Market Trends Analyst Product Manager Lead Brand & Marketing Manager
Newzoo’s insights have been
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Warzone’s brand growth ,
allowing us to gain a new
understanding of its position
against competitors .
We can now take better –
informed decisions and lower
the risk inherently associated
with game development and
innovation .
We’ve been able to change how
we target and budget to do
more campaigns and activities in
the most viable regions more
effectively in line with our KPIs .
Uncovering these markets
helped us see where we needed
to focus our attention.
Consumer Insights and
Brand Metrics Manager
While we had plenty of data
around launch , from sales
numbers to social reach and
views, Newzoo helped us cut
through the noise to understand
what worked , and what didn’t ,
about our campaign .
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