Japan's Mobile Gaming Resurgence: A Promising Outlook for 2024

Japan's mobile market is showing signs of a promising comeback after a slight dip in 2023. The latest report by Adjust, in collaboration with Sensor Tower, reveals that the gaming sector is leading the charge, outperforming the broader app market. With increased consumer spending and engagement, the Japanese mobile landscape is poised for a resurgence in the coming year.

Unlocking the Potential of Japan's Mobile Gaming Dominance

Rebounding from 2023's Dip

While the overall app install numbers in Japan saw a slight 1% year-on-year decline in 2023, the first quarter of 2024 has already shown a 3% increase compared to the previous quarter. This upward trend is a positive sign, indicating that the market is regaining its momentum.

The report also highlights that consumer spending in the Japanese mobile market remained largely flat in 2023, but the first quarter of 2024 has already witnessed a 3.5% increase compared to the final quarter of the previous year. This suggests that Japanese smartphone users are becoming more willing to invest in mobile apps and games, signaling a renewed confidence in the market.

Gaming Takes the Lead

The gaming sector has emerged as the standout performer in the Japanese mobile landscape. In the first quarter of 2024, game installs grew by an impressive 18% compared to the previous quarter, while consumer spending on games rose by 2.23%.

This surge in gaming activity is further supported by the increased average session time for mobile gaming, which has risen from 26.37 minutes in 2022 to 27.37 minutes in the first quarter of 2024. This suggests that Japanese smartphone users are not only downloading more games but also spending more time engaged with them.

Dominating the Top Charts

When it comes to the most downloaded apps in Japan, the report reveals that only two games can be found in the Top Ten: Hortor Games' management title Fatgoose Gym at No.5, and Joy Nice Games' RPG Legend of Mushroom.

However, the landscape shifts when examining consumer spending, where video games dominate the top ten with eight titles. The highest-grossing game is Monster Strike, followed closely by the digital comics app Piccoma. Other high-performing games include Uma Musume Pretty Derby, Fate/Grand Order, Professional Baseball Spirits A, Dragon Ball Z Dokkn Battle, Puzzle & Dragons, Dragon Quest Walk, and Honkai Star Rail.

A Diverse and Engaged Audience

The report also provides insights into the Japanese mobile audience, highlighting that 73% of the population regularly uses a smartphone. The gaming audience is predominantly male, at 63.6%, although the gender distribution varies across different genres, with 58.9% of arcade game users being women.

Interestingly, the 25-to-34-year-old age group represents the largest segment of the gaming audience, accounting for 35.5% of players. This age group also exhibits the highest engagement across most genres, underscoring the importance of catering to this demographic.

The mobile operating system landscape in Japan is relatively balanced, with 55% of players using iOS and 45% on Android, presenting opportunities for developers to reach a diverse user base.

Positioning for Growth

The resurgence of Japan's mobile market, particularly in the gaming sector, is a testament to the country's enduring passion for mobile entertainment. As the industry navigates the post-pandemic landscape, the report's findings suggest that Japanese smartphone users are increasingly willing to invest in high-quality mobile experiences.

For game developers and publishers, this presents a prime opportunity to capitalize on the growing demand and engage with an audience that is both diverse and highly engaged. By understanding the nuances of the Japanese mobile market and tailoring their offerings accordingly, companies can position themselves for sustained growth and success in this dynamic and lucrative landscape.