中国游戏，正在“攻占”日本

Core Insights - The Japanese gaming industry, once dominant, is now facing significant challenges as Chinese companies gain a strong foothold in the market, particularly highlighted during TGS 2025 where nearly half of the exhibitors were from China [1][2] - The growth of Chinese gaming companies in Japan is evidenced by their presence in the top ten mobile game revenue rankings, where six out of ten are Chinese titles [2][4] Group 1: Historical Context - The rise of Japanese gaming began in the 1980s, particularly after the "Atari Shock," which allowed companies like Nintendo to dominate the market, capturing 70% of the global gaming market by the end of the 20th century [5][6] - Japan's gaming industry thrived due to a unique cultural environment that fostered a "lonely economy," where societal changes led to increased individualism and a focus on gaming as a form of escapism [6][7][11] Group 2: Current Market Dynamics - Since the 2010s, Japan's gaming industry has been in decline, with its global market share dropping from 70% in 1995 to 30% in 2009, as the industry struggled to adapt to new technologies and market trends [16][19] - The aging population in Japan, with 29.4% of the population over 65 years old, has contributed to a stagnation in the gaming industry, as older developers may resist innovation and younger demographics shrink [21][22] Group 3: Chinese Market Penetration - Chinese games like "Genshin Impact" have successfully penetrated the Japanese market, showcasing advancements in technology and gameplay that appeal to both traditional and new audiences [24][26] - The success of Chinese games is attributed to their ability to offer high-quality graphics and gameplay experiences that resonate with Japanese players, alongside effective marketing strategies [26][29] Group 4: Future Outlook - The demand for mobile games in Japan remains high, with a significant opportunity for Chinese developers to capitalize on this market, as evidenced by the increasing revenue from Chinese titles [29] - The contrast between Japan's low mobile game downloads and high in-app purchase revenue indicates a strong market potential that Chinese companies are well-positioned to exploit [29]