Unarguably the Japanese gaming market’s history outshines every other part of the world. The country’s lucrative gaming community is a product of its amazing gaming history. The gaming audience in Japan ranges from teenagers to adults, everyone has something in store for themselves. The fact that the gaming community is so lucrative in Japan is due to the high competition among the game development companies in the country.
Entering the gaming landscape in Japan as a consumer is a bed of roses, however, it is not the same for entrepreneurs and developers. They don’t get things served on a platter. Deploying a game is more than just going through the development process and optimization. Developing a successful game in Japan requires an understanding of the deep-rooted culture, and preferences of gamers, and a thorough market analysis.
This takes us to the first step in developing an online game in Japan.
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Despite being such a small island, Japan has one of the biggest gaming markets in the world, it ranks at third place after the USA and China. It is also known for its innovative games throughout history, the biggest of them being Mario Brothern Inc., which still holds a relevant place among gamers, and is played by millions across the globe.
Japan has one of the most iconic gaming studios in the world, Nintendo, Sony, and Square Enix are a few big names. Nintendo Switch and Sony’s PlayStations are not just a thing of fascination among the Japanese but remain the most desired consoles in all parts of the world.
Not just consoles, Japan’s gaming market thrives on mobile gaming. According to a 2020 statistic, Japan’s video game market was estimated at 1.66 Trillion Yen and is expected to cross 1.9 Trillion by 2027. Such potential in gaming attracts tons of developers and entrepreneurs to benefit from the market.
Most of the revenue is generated through mobile games, and understanding the type of games that are popular in the country is a must. This might lead you to a question: Why is Mobile Gaming Gaining Popularity in Japan?
Therefore, in the next section, this blog shall enlighten you on the different popular games that trends in Japan.
To get a detailed insights on the Scope of Gaming Business in Japan, refer this blog : The Scope of Gaming Business in Japan: Market and Insights
Japan’s gaming audience does not share its interests with the Western world, they are very specific in this regard. They have a very niche genre and do not entertain anything and everything circulating in the market.
For example, there’s an underground culture in Japan revolving around cars and drifting, and there’s a pop-culture reference in Fast and Furious: Tokyo Drift, hence, a game around this has the potential to succeed because it resonates with the audience.
The very first thing that comes to mind when we talk about popular genres in Japan is RPG. Role-playing games are the most loved and most successful in the Japanese gaming market. Final Fantasy, Dragon Quest, and Persona are still relevant because of their RPG gaming style.
We discussed the influence of culture in online games and how it is ingrained in their day-to-day customs. Japanese are possessive when it comes to culture, and Gachapon is a part of their culture and is being amalgamated into online games. This culture has influenced the gaming industry on such a level that a whole new genre called ‘Gacha Games’ was born out of it. Gacha games have a mechanic through which players buy in-game assets, similar to Gachapon (a slot-like machine) machines in Japan.
A vast audience in Japan relies on puzzle games to challenge their mental abilities. These games are easy to play and require skills to complete levels.
Games involving action attract young male audiences in Japan. These games are mostly played by gamers who have access to consoles or PCs. Mobile gamers also love action-adventure, and games like Genshin Impact are a big hit among mobile gamers in the country.
As we discussed earlier how culture plays a big role in shaping the online gaming market of Japan, we will explore in depth all the factors that make a game successful because of its corroboration with Japanese culture.
Japan has a fast-paced lifestyle, the urban areas like Tokyo and Kyoto witness rush hours almost all the time during the day. In this atmosphere, gaming on the smartphones is convenient and easily accessible. Therefore, developing a mobile game can be a good choice over developing games for PCs or consoles.
A big part of the Japanese population tries to relate to the storyline of the game. If they find it relatable and the character amazing, they tend to get drawn towards the game. Hence, making a game with a dope character amplifies the chances of the game getting the right boost.
Japanese tend to love aesthetically pleasing things. Make note of this, if your game has a good art design, and the best game mechanics with visually pleasing action sequences, it is bound to make a mark on the Japanese gaming community.
There are no opportunities without challenges. The same goes for the gaming business in Japan, it sure gives you a lot of opportunities to thrive, but at the same time, you face unprecedented challenges that are hard to tackle.
Initially, we will pay heed to the pros of starting an online gaming business in Japan and then we will jump to the cons of the same.
Japan has a wide penetration of smartphones among its people. This strong presence helps you to have an identified user base where you can easily sell your product and gain profits. Another pro is the tech-savvy audience of Japan. Almost all of the working class indulges in gaming and considers it as a part of their lifestyle. This already-established gaming culture helps in marketing your product to the masses.
Although cracking the market is easy, at the same time you have a lot of competition. So the first con is the highly saturated gaming market of Japan, you need to stand out from the rest to become successful in this neck-and-neck competition. There’s a lot of demand for localization, your content should be according to the local audience, it is a mandate for your game to be successful. Japan also has some regulatory challenges in terms of monetizing your game. You might have to face some local laws to integrate revenue streams into your game.
The game development process in Japan is not streamlined, instead, it is an amalgamation of collaboration, creativity, and attention towards minuscule stuff.
In Japan, people prefer to work in groups and give emphasis on teamwork rather than opting for indie developers. The creativity is shared among developers, and collaborative efforts are appreciated.
Native developers focus on paying attention to each and every aspect of the game. They tend to go through multiple steps of refining before deploying the game.
The approach towards game development goes through character development. A lot of resources are spent on building the characters and story of the game, as it matters the most to the Japanese. If the story is not intricate and fails to resonate with the audience, the game’s success is bleak.
You must include local expertise in your game development process, to get more insights on how to inculcate cultural elements in your game.
To know the full game development process look at this blog: A Complete Guide For Game Development Process
Before deploying a game, one must work on a strategically advanced marketing strategy. Building hype before the game’s launch can do wonders for the game. You can do this in multiple ways, and we shall discuss this in this part of the blog.
One of the things that you can do is organize pre-release events like trailer launches, beta tests, and rolling your game in the Tokyo Game Show, a prominent gaming expo in Tokyo. Apart from that, collaborations with streamers and YouTubers indulged in gaming can help you get a good headstart. Social media engagement and Gacha events can further help in boosting your game’s presence among the masses.
To get a hold of how you can promote your gaming business in Japan you can refer to this Blog: How to Promote Mobile Game App
Monetization techniques in Japan can be leveraged through freemium models having in-game purchases. Mobile gamers in Japan are highly unlikely to purchase a game from the Apple Store or Play Store. However, they can spend on in-game assets if it gets their attention.
Now, the top ways to get the attention of the Japanese is by using methods like the Gacha System, subscription models, and time-limited events only accessed through monetization. These techniques can help you manage your game along with getting high returns.
Although Japan’s gaming market comes with a lot of challenges, it also provides a haven for developers and games you play and enjoy mobile games more than consoles and PCs. You must understand local preferences, before developing a game, it is one of the most prominent things to tackle.
Also, you can become successful by applying the correct user retention strategies and finding a way through legal regulations. Once these things are sorted your game will take up the flight it deserves.
In the process of growing a Gaming Business in Japan, you can rely on the experience and expertise of BR Softech. With over 12 years of experience in this industry, the agency provides state-of-the-art development solutions.
Japanese gamers love to indulge in games having an RPG style. Moreover, due to the huge anime influence in the region, audience love to explore titles having manga characters and storylines related to animes.
Japan has an urban lifestyle, with people having almost zero leisure time. Hence, investing time in a PC or console games is not the best alternative for the Japanese. That is the main reason behind the humongous popularity of mobile games in Japan.
People have a connection with the Gacha mechanics in the game as it is inspired by the Gachapons, a slot-like machine used to purchase items, in Japan.
Localizing your game in Japan starts with collaborating with a regional game development company so that you can get intricate insights into the culture of the country. This will help your game connect with the local audience more realistically.
