Adjust, a measurement firm, recently conducted a study on the mobile game market in Japan during the first quarter of 2024. The findings revealed that there was a 7% increase in mobile game installs compared to the previous year. Additionally, game sessions were up by 6% from Q1 2023, indicating a growing interest in mobile gaming in Japan.
While the number of installs saw a significant increase, it was noted that players were not spending as much on games. Despite this, Japan’s mobile game market remains one of the strongest in the world, with unique characteristics that set it apart from other regions.
The study found that the majority of mobile game players in Japan are male, with males accounting for 63.6% of the user base. However, this distribution varies across different game genres. For example, sports games are predominantly played by males, while arcade games attract a larger female audience.
In terms of age demographics, the 25 to 34-year-old age group was identified as the largest segment for gaming apps, representing 35.5% of players. This age group also showed the highest engagement across various game genres. Arcade games experienced the most growth in Q1 2024, with installs and sessions increasing by 38%.
Despite the growth in installs and sessions, the average revenue per monthly active user (ARPMAU) decreased slightly from the previous year. RPGs were noted to have the highest ARPMAU, although there was a drop in revenue from this genre as well. Consumer spending on gaming apps also saw a decline in Q1 compared to the previous year, but there was a slight increase from Q4 2023 to Q1 2024.
Looking at the overall app market in Japan, Adjust highlighted the country’s exceptional adaptability in the digital environment. With over 73% of the population using smartphones and mobile internet penetration at 93%, Japan remains a key player in the global app market. In 2023, consumer spending on apps reached $17.9 billion, positioning Japan as the third-largest market globally.
To succeed in Japan’s competitive app market, companies need to focus on finding the right channel and media mix, staying ahead of data privacy regulations, and adapting to changing user behaviors. Adjust also noted a slight increase in data-sharing opt-in rates in Q1 2024, with mobile gaming leading in this aspect.
Overall, Japan’s mobile game market continues to show promise and growth, despite some challenges in revenue and consumer spending. By staying adaptable and innovative, companies can capitalize on the opportunities presented by Japan’s thriving app market.
