Core Insights - The report titled "China Game Going Abroad Guide - France Edition" was jointly compiled by Gamma Data (CNG) and the China Audio-Video and Digital Publishing Association Game Committee, focusing on the Japanese gaming market and its latest data [1] - The report aims to provide insights from an industry perspective to help Chinese gaming companies successfully enter the Japanese market [1] Market Overview - The Japanese gaming market is expected to reach 2.1583 trillion JPY (approximately 101.9 billion RMB) in 2024, making it the third-largest gaming market globally [2][4] - In 2023, the Japanese gaming user base was approximately 55.53 million, reflecting a growth of 2.8% from the previous year [2][7] - The content market size (excluding hardware) in Japan was 1.858 trillion JPY in 2023, marking a 2% increase from 2022 [2] User Preferences - 70% of users prefer to play games individually, showing a low preference for team-based content [21] - Over 40% of users have played a single game for more than three years, indicating a high proportion of long-term users [27] - More than 60% of users favor Japanese anime styles, while realistic, cartoon, and pixel styles also have a certain audience [35] Platform Distribution - Online gaming platforms dominate the market, accounting for 1.4715 trillion JPY in 2023, while the home console market reached 654 billion JPY [5] - Mobile game users make up the largest segment at 43.55 million, followed by home console users at 29.71 million and PC game users at 14.45 million [9] Game Genre Trends - Role-playing games (RPGs) lead the mobile game market with a revenue share of 31.02%, followed by card games at 13.91%, although both genres are experiencing a decline in revenue share [19] - Users are increasingly interested in diverse gameplay, moving away from traditional genres [19] Localization and Marketing Strategies - Japanese users have high localization expectations, emphasizing the importance of adapting game mechanics, language, and cultural elements [59][40] - Long video platforms are the primary source for discovering new games, with social recommendations also playing a significant role [43] - Marketing strategies that incorporate humor and cuteness are preferred, with collaborations with popular KOLs being effective [49][51] Distribution and Collaboration - The report suggests a multi-platform launch strategy to cater to the diverse user base across different gaming platforms [55] - Different distribution models, such as agency publishing and joint operations, are recommended based on the scale of the outbound company [65][68] Long-term Operations - The trend of long-term game operation is significant, with 28 top games operating for over ten years in 2024, indicating sustained user engagement and willingness to pay [69][73]
日本市场游戏出海指南:七成用户偏爱单独游戏乐趣
3 6 Ke·2025-08-07 08:28