Core Insights - The 2025 Tokyo Game Show (TGS2025) showcased Century Games' efforts in the Japanese market, highlighting the success of their two SLG titles, "Whiteout Survival" and "Kingshot" [1][6] - Japan's mobile gaming market is projected to generate $11 billion in in-app purchase (IAP) revenue in 2025, making it the second-largest globally, with a player average revenue per user (ARPU) 1.8 times higher than that of Europe and the U.S. [3][4] - Despite a competitive landscape dominated by local companies, Century Games has managed to establish a foothold in Japan through effective localization and marketing strategies [5][19] Market Overview - Japan's gaming market, while smaller than the U.S. and China, is characterized by high profitability and a strong player base, with local IPs holding a 63% market share [5][3] - The Japanese mobile gaming ecosystem is mature, with a stable download rate of approximately 628 million per year, but with a focus on high-value transactions [4][3] Company Performance - "Whiteout Survival" has consistently ranked in the top 20 of free and top 10 of revenue charts in Japan, while "Kingshot" has quickly entered the iOS top 20 shortly after its launch [6][19] - Century Games has built a local team in Japan since 2019 to enhance community engagement and user feedback, moving beyond simple product exportation [7][19] Marketing Strategies - The company has effectively integrated local cultural elements into its marketing, collaborating with events like the Hokkaido Snow Festival and utilizing local influencers to enhance brand recognition [9][12] - A comprehensive marketing approach includes both online and offline strategies, such as themed promotional vehicles and targeted advertising in local media, which has significantly boosted brand awareness [12][19] Future Outlook - With the ongoing demand for SLG games in Japan and the company's accumulated user data and brand reputation, Century Games is well-positioned to expand its market share [19][20] - The successful strategies employed in Japan are expected to be replicable in other international markets, enhancing the company's long-term growth potential [19][20]