日本手机游戏（手游）市场调研和分析报告（英文版）-2024年1月上传培训课件

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TRENDSMobilegaminginJapanCHAPTER

01OverviewRevenueofthevideogamingmarketworldwidefrom2017to2026,bycategory(inbillionU.S.dollars)Valueoftheglobalvideogamemarket2017-2026,bycategorySocial/casual(mobile)gamingPCgamesConsolegames350300250200150100500201720182019202020212022*2023*2024*2025*2026*3Description:In2021,socialandcasualgaminggeneratedmorerevenuethanPCandconsolegamingcombined.Themobile-heavysegmentsawapproximately148billionU.S.dollarsinannualglobalrevenues,whilePCgaminggenerated33.7billionU.S.dollarsinannualsales.Digitalrevenueisdominatingthegamingsegment,asphysicalgamingsalesaredecliningforavarietyofreasons.ReadmoreNote(s):Worldwide;2017to2021;*ForecastTraditionalgamingcomprisesrevenuesassociatedwithplayinggamesonPCsandgamesconsoles(bothTV-connectedandportable).Thisincludesphysical(disc-based)gamesalesatretail(both[...]

ReadmoreSource(s):Omdia;PwCLeadinggamingmarketsworldwidein2022,bygamingrevenue(inmillionU.S.dollars)Leadinggamingmarketsworldwide2022,byrevenueRevenueinmillionU.S.dollars20,000

30,000010,00040,00050,00060,000UnitedStatesChina54,90044,020Japan39,880SouthKoreaUnitedKingdomGermanyFrance11,9706,1415,1253,8123,5402,7772,069CanadaAustraliaItaly4Description:Videogamingisnolongerahobbyexclusivelyenjoyedbytheyoung.Asgenerationshavegrownupwithvideogamesanormalpartoflife,thevideogamingmarketsizehasincreasedacrosstheglobe.Asof2022,itisestimatedthattheUnitedStatesranksfirstamongthebiggestgamingmarketsworldwide,witharevenueof54.9billionU.S.dollars.ThevideogamingmarketinChinarankedsecond,generatinganapproximate44billionU.S.dollarsinannualrevenues.

ReadmoreNote(s):Worldwide;2022;physicalanddigitalSource(s):Advertising&MediaInsightsValueofthemobileandsocialgamemarketinJapanfrom2015to2022(intrillionJapaneseyen)MobileandsocialgamemarketsizeJapan2015-20221.81.61.61.531.451.421.41.371.41.21.21.00.80.60.40.20.00.9920152016201720182019202020212022*5/statistics/1065117/japan-mobile-and-social-game-market-sizeThemarketsizeofmobileandsocialgamesinJapanamountedto1.45trillionJapaneseyenin2022.Despiteadecreaseofapproximately150billionyencomparedtothepreviousyear,itaccountedformorethanhalfofthemobilecontentmarketinJapan.ReadmoreNote(s):Japan;2015to2022;paidcontentofonlinegames,socialnetworkingservices,etc.(includingpaymentsforavatars,items,etc.)forfeaturephonesandsmartphones(incl.tablets)*;*Thevaluesfrom2022onwarddonotincludecontentfor[...]

ReadmoreSource(s):MobileContentForumLeadingmobilegamesinJapanin2022,basedongrosssales(inbillionJapaneseyen)LeadingmobilegamesJapan2022,basedonsalesSalesinbillionJapaneseyen0102030405060708090100MonsterStrikeUmaMusumePrettyDerbyFate/GrandOrder93.3289.4262.54Puzzle&Dragons42.2GenshinImpact37.83ProfessionalBaseballSpiritsADragonQuestWalkKnivesOut34.8828.4424.4624.16DragonBallZ-DokkanBattlePokémonGo22.866Description:Withgrosssalesofmorethan93billionJapaneseyen,"MonsterStrike"wastheleadingmobilegameinJapanin2022.ThegamewaspublishedbyMixi,Inc.in2013.Itwasfollowedby"UmaMusumePrettyDerby"and"Fate/GrandOrder."

ReadmoreNote(s):Japan;2022;estimatedgrosssalesSource(s):Famitsu;KadokawaASCIIResearchLaboratoriesLeadingmobilegameappsinJapanin2022,bydownloads(inmillions)MostpopulargamingappsinJapan2022,bydownloadsDownloadsinmillions0.00.51.01.52.02.53.03.54.04.55.04.985.5ProjectSekaiColorfulStage!feat.HatsuneMikuCountMasters:StickmanGamesLINE:DisneyTsumTsumFishdom3.883.53.293.273.15OnePieceBountyRushSurvivor!.ioTapAway2.7ApexLegendsMobileMonsterStrike2.682.62.52GenshinImpact7Description:Withclosetofivemilliondownloads,"ProjectSekai:ColorfulStage!feat.HatsuneMiku"wastheleadinggamingappinJapanin2022.Therhythmgamewasfollowedby"CountMasters:StickmanGames"and"LINE:DisneyTsumTsum."ReadmoreNote(s):Japan;JanuarytoDecember2022;totalnumberofdownloadsregisteredduringtheperiod;iPhone/iPadAppStoreandGooglePlaySource(s):AppMagicCHAPTER

02MajorcompaniesNetsalesofCyberAgent,Inc.fromfiscalyear2014to2022(inbillionJapaneseyen)CyberAgent'snetsalesFY2014-2022800700600500400300710.58666.46478.57453.61419.51371.36310.67254.38205.2320142001000201520162017201820192020202120229Description:CyberAgent,Inc.generatednetsalesofapproximately710.6billionJapaneseyeninthefiscalyear2022,upfromabout666.5billionyeninthepreviousyear.Nexttointernetadvertising,thecompanyengagesinmedia,videogames,investmentdevelopment,andotherbusinesses.CyberAgentwasfoundedin1998andisheadquarteredinTokyo.ReadmoreNote(s):Japan;fiscalyear2014to2022;thecompany'sfiscalyearsendonSeptember30ofthestatedyear;consolidatedfiguresSource(s):CyberAgentNetsalesofMixi,Inc.fromfiscalyear2015to2023(inbillionJapaneseyen)Mixi'snetsalesFY2015-2023250208.8207.1620015010050189.09146.87144.03122.03119.32112.92112.17020152016201720182019202020212022202310Description:ThenetsalesofMixi,Inc.amountedtoapproximately146.87billionJapaneseyeninfiscalyear2023.Figuresincreasedcomparedtoaround122.03billionyeninthepreviousyear.OncetheoperatorofJapan'sleadingsocialnetworkingservice,thecompanytodayfocusesondifferentformsofdigitalentertainment,suchasthemobilegamingphenomenon"MonsterStrike,"whichwaspublishedin2013.MixiisheadquarteredinTokyo,whereitwasfoundedin1999.ReadmoreNote(s):Japan;fiscalyear2015to2023;fiscalyearsendonMarch31ofthestatedyear;consolidatedfigures;notincludingconsumptiontax,etc.Source(s):MixiRevenueofDeNACo.,Ltd.fromfiscalyear2013to2022(inbillionJapaneseyen)DeNA'srevenueFY2013-2022200181.3118016014012010080143.71143.81142.42139.39136.97134.91130.87124.12121.396040200201320142015201620172018201920202021202211Description:TherevenueofDeNACo.,Ltd.amountedtocloseto135billionJapaneseyeninfiscalyear2022,upfromabout130.87billionyeninthepreviousyear.ThemobilegamingandonlineservicecompanyisheadquarteredinTokyo,whereitwasfoundedin1999.ReadmoreNote(s):Japan;fiscalyear2013to2022;theJapanesefiscalyearstartsonApril1ofthestatedyearandendsonMarch31ofthefollowingyear;consolidateddataSource(s):DeNANetsalesofGungHoOnlineEntertainmentfrom2012to2022(inbillionJapaneseyen)GungHoOnlineEntertainmentnetsales2012-2022200173.0718016014012010080163.06154.33112.46104.63105.51101.3998.8492.392.1604025.822012200201320142015201620172018201920202021202212Description:In2022,JapanesegamingcompanyGungHoOnlineEntertainment,knownforthemobilegamePuzzle&Dragons,reportednetsalesof105.51billionJapaneseyen.Thisrepresentsa0.8percentincreasefromtheprecedingfiscalyear.

ReadmoreNote(s):Worldwide;2012to2022Source(s):GungHoOnlineNetsalesofGREE,Inc.fromfiscalyear2014to2023(inbillionJapaneseyen)GREE'snetsalesFY2014-2023140125.61201008092.4677.9374.9175.4470.9469.8865.3762.6763.216040200201420152016201720182019202020212022202313Description:GREE,Inc.generatednetsalesofapproximately75.4billionJapaneseyeninfiscalyear2023,whichwasaslightincreaseoverthepreviousfiscalyear.ThecompanyisbasedinTokyoandengagesinavarietyofdifferentinternet-relatedbusinesses,suchasmobilegames,manga,andonlinemarketing.ReadmoreNote(s):Japan;fiscalyear2014to2023;thecompany'sfiscalyearsendonJune30ofthestatedyear;consolidatedfigures;excludingconsumptiontaxesSource(s):GREECHAPTER

03MonthlyapprevenueofleadingmobilegamesMonthlyapprevenueofMonsterStrikeinJapanfromJanuarytoDecember2022(inmillionU.S.dollars)MonthlyapprevenueofMonsterStrikeinJapan20226053.5749.8150.085040302010047.1544.3342.6241.3141.5339.0635.3835.3535Jan2022Feb2022Mar2022Apr2022May2022Jun2022Jul2022Aug2022Sep2022Oct2022Nov2022Dec202215Description:Thegamingapp"MonsterStrike"generatedamonthlyrevenueofalmost50.1millionU.S.dollarsinJapaninDecember2022.Thetotalapprevenueduringthatyearamountedtomorethan515milliondollars.Themobilegame,whichcombinesrole-playingelementswithpinballphysics,waspublishedbyMixi,Inc.in2013.ReadmoreNote(s):Japan;JanuarytoDecember2022;in-apppurchase(IAP)revenuereducedbyplatformfeesandinclusivetaxes;combinedrevenueofiPhone/iPadAppStoreandGooglePlaySource(s):AppMagicMonthlyapprevenueofUmaMusumePrettyDerbyinJapanfromFebruarytoDecember2022(inmillionU.S.dollars)MonthlyapprevenueofUmaMusumePrettyDerbyinJapan20227064.4158.11605040302010047.1544.3941.1938.5738.5636.7536.2931.3130.8927.29Jan2022Feb2022Mar2022Apr2022May2022Jun2022Jul2022Aug2022Sep2022Oct2022Nov2022Dec202216Description:Themobilegame"UmaMusumePrettyDerby"generatedamonthlyrevenueofabout27.3millionU.S.dollarsinJapaninDecember2022.ThehighestresultduringthatyearwasrecordedinMarchwithmorethan64.4milliondollars.Therole-playingandracinggamewasdevelopedbyCygames,Inc.andpublishedinFebruary2021.ReadmoreNote(s):Japan;JanuarytoDecember2022;in-apppurchase(IAP)revenuereducedbyplatformfeesandinclusivetaxes;combinedrevenueofiPhone/iPadAppStoreandGooglePlaySource(s):AppMagicMonthlyapprevenueofFate/GrandOrderinJapanfromJanuarytoDecember2022(inmillionU.S.dollars)MonthlyapprevenueofFate/GrandOrderinJapan202270605063.540.914036.0933.2431.3831.4730.3129.19302010027.426.7818.8418.93Jan2022Feb2022Mar2022Apr2022May2022Jun2022Jul2022Aug2022Sep2022Oct2022Nov2022Dec202217Description:Thegamingapp"Fate/GrandOrder"generatedamonthlyrevenueofabout36.1millionU.S.dollarsinJapaninDecember2022.ThehighestresultduringthatyearwasrecordedinAugustwithcloseto63.5milliondollars.Theturn-basedtacticalrole-playinggame(RPG)wasreleasedbyAniplexInc.in2015.ReadmoreNote(s):Japan;JanuarytoDecember2022;in-apppurchase(IAP)revenuereducedbyplatformfeesandinclusivetaxes;combinedrevenueofiPhone/iPadAppStoreandGooglePlaySource(s):AppMagicMonthlyapprevenueofPuzzle&DragonsinJapanfromJanuarytoDecember2022(inmillionU.S.dollars)MonthlyapprevenueofPuzzle&DragonsinJapan2022403535.2234.5731.7930.7730.4729.7528.853025201510527.627.1825.4724.3421.210Jan2022Feb2022Mar2022Apr2022May2022Jun2022Jul2022Aug2022Sep2022Oct2022Nov2022Dec202218Description:Thegamingapp"Puzzle&Dragons"generatedamonthlyrevenueofalmost34.6millionU.S.dollarsinJapaninDecember2022.Thetotalapprevenueduringthatyearamountedtomorethan347.2milliondollars.ThepuzzlegamewasreleasedbyGungHoOnlineEntertainment,Inc.in2012.ReadmoreNote(s):Japan;JanuarytoDecember2022;in-apppurchase(IAP)revenuereducedbyplatformfeesandinclusivetaxes;combinedrevenueofiPhone/iPadAppStoreandGooglePlaySource(s):AppMagicMonthlyapprevenueofGenshinImpactinJapanfromJanuarytoDecember2022(inmillionU.S.dollars)MonthlyapprevenueofGenshinImpactinJapan202240353025201510533.5728.4828.0927.6526.6326.1726.2524.222.6722.6422.3913.030Jan2022Feb2022Mar2022Apr2022May2022Jun2022Jul2022Aug2022Sep2022Oct2022Nov2022Dec202219Description:Themobilegame"GenshinImpact"generatedamonthlyrevenueofalmost28.5millionU.S.dollarsinJapaninDecember2022.Thetotalapprevenueduringthatyearwascloseto301.76milliondollars.Theactionrole-playinggame(RPG)wasdevelopedbytheShanghai-baseddevelopmentstudiomiHoYoCo.,Ltd.andfirstreleasedinSeptember2020.ReadmoreNote(s):Japan;JanuarytoDecember2022;in-apppurchase(IAP)revenuereducedbyplatformfeesandinclusivetaxes;combinedrevenueofiPhone/iPadAppStoreandGooglePlaySource(s):AppMagicMonthlyapprevenueofProfessionalBaseballSpiritsAinJapanfromJanuarytoDecember2022(inmillionU.S.dollars)MonthlyapprevenueofProfessionalBaseballSpiritsAinJapan20224037.636.8835.8353025201510532.5730.729.712825.6825.7321.9420.6119.760Jan2022Feb2022Mar2022Apr2022May2022Jun2022Jul2022Aug2022Sep2022Oct2022Nov2022Dec202220Description:Thegamingapp"ProfessionalBaseballSpiritsA"generatedamonthlyrevenueof30.7millionU.S.dollarsinJapaninDecember2022.Thetotalapprevenueduringhatyearwascloseto345milliondollars.ThebaseballgamewaspublishedbyKonamiDigitalEntertainmentCo.,Ltd.in2015.ReadmoreNote(s):Japan;JanuarytoDecember2022;in-apppurchase(IAP)revenuereducedbyplatformfeesandinclusivetaxes;combinedrevenueofiPhone/iPadAppStoreandGooglePlaySource(s):AppMagicCHAPTER

04ConsumerbehaviorMostuseddevicesforvideogamesinJapanasofJune2023MostuseddevicesforvideogamesinJapan2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%SmartphoneGameconsole(e.g.,XboxOne)PCs/laptops41%17%14%Mobilegameconsole(e.g.,NintendoDS)Tablet12%9%SmartTV6%Streamingdevice(e.g.,AppleTV,Chromecast)Idon'tplayvideogames2%44%Other

0%22Description:Whenaskedabout"Mostuseddevicesforvideogames",mostJapaneserespondentspick"Smartphone"asananswer.41percentdidsoinouronlinesurveyin2023.

ReadmoreNote(s):Japan;JanuarytoJune2023;1017respondents;18-64yearsSource(s):ConsumerInsightsFrequencyofplayingsmartphonegamesinJapanasofJuly2022FrequencyofplayingmobilesgamesviasmartphoneJapan202270%65%60%50%40%30%20%10%0%17%10%4%4%Everyday2to3timesperweekOnceperweekOnceeverytwoweeksOncepermonth23Description:AccordingtoasurveythatwasconductedinJuly2022amongpeopleinJapanwhoplayedsmartphonegamesatleastoncepermonth,65percentoftherespondentsplayedsmartphonegamesonadailybasis.Thecombinedshareofpeoplewhostatedthattheyplaysmartphonegamesatleastonceperweekamountedto92percent.ReadmoreNote(s):Japan;July1to3,2022;2,103respondents;15-69years;amongrespondentswhoplayedsmartphonegamesatleastonepermonthSource(s):CrossMarketingFrequencyofplayingsmartphonegamesinJapanasofJuly2022,byagegroupFrequencyofplayingmobilesgamesviasmartphoneJapan2022,byagegroup15to19years69%

69%20to29years30to39years40to49years50to59years60to69years80%70%60%50%40%30%20%10%0%72%64%60%57%20%19%18%16%15%

15%14%10%9%8%7%7%6%5%5%4%4%

4%3%3%3%2%2%

2%Everyday2to3timesperweekOnceperweekOnceeverytwoweeksOncepermonth24Description:AccordingtoasurveythatwasconductedinJuly2022amongpeopleinJapanwhoplaysmartphonegamesatleastoncepermonth,72percentofthoseaged40to49yearsoldplayedsmartphonegamesonadailybasis.Amajorityofpeoplethroughoutallagegroupsstatedtoplaysmartphonegameseveryday.ReadmoreNote(s):Japan;July1to3,2022;2,103respondents;15-69years;amongrespondentswhoplayedsmartphonegamesatleastoncepermonthSource(s):CrossMarketingMostcommonlyplayedsmartphonegamegenresinJapanasofJuly2023LeadingmobilegamegenresonsmartphonesJapan2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%50%48%55%PuzzlegameLocation-basedgameSimulationRPG15%9%9%MusicgameActionRPG8%7%7%SportsgameCommandRPGFPS/BattleroyaleAdventuregameStrategygame4%4%4%AsymmetriccompetitiongameDigitalcardgame2%2%25Description:InasurveythatwasconductedinJuly2023amongpeopleinJapanwhoplayedsmartphonegamesatleastoncepermonth,almosthalfoftherespondentsplayedpuzzlegames.Puzzlegameswerethemostcommonlyplayedgenreatthetimeofthesurvey,followedbylocation-basedgamesandsimulationrole-playinggames(RPGs).ReadmoreNote(s):Japan;July7to10,2023;1,091respondents;15-69years;amongrespondentswhoplayedsmartphonegamesatleastoncepermonth;multipleanswerspossibleSource(s):CrossMarketingAspectsregardedasimportantwhenchoosingsmartphonegamesinJapanasofJuly2023LeadingcriteriaforchoosingmobilegamesonsmartphonesJapan2023Shareofrespondents0%5%10%15%20%25%30%35%40%38%Itdoesnotcostmoney/thepriceislowItisagameofagenreIlike23%Icanplayitforalongtime21%20%ThecontrolsandrulesareeasytounderstandThecutenessorcoolnessofcharactersThetimepersessionisshort14%14%Thegamerunssmoothly13%Ithaschallengingelements9%9%ItdoesnotconsumealotofdataThereisahighdegreeoffreedom8%26Description:AccordingtoasurveythatwasconductedinJuly2023amongpeopleinJapanwhoplaysmartphonegamesatleastoncepermonth,38percentoftherespondentsfounditimportantthatagamedoesnotcostmoneyorthatthepriceislowwhenchoosingaparticularsmartphonegame.Thesurveyalsoshowedthatoneoutoffiverespondentsfounditimportantthatthecontrolsandrulesareeasytounderstand.

ReadmoreNote(s):Japan;July7to10,2023;1,091respondents;15-69years;amongrespondentswhoplayedsmartphonegamesatleastoncepermonth;multipleanswerspossibleSource(s):CrossMarketingCHAPTER

05ConsumerspendingShareofsmartphonegamerswhospentmoneyonsmartphonegameswithinthepastmonthinJapanasofJuly2023ShareofuserswhospentmoneyonsmartphonegamesinpastmonthJapan202390%80%70%60%50%40%30%83%17%20%10%0%IspentmoneyIdidnotspendmoney28Description:AccordingtoasurveyconductedamongsmartphonegamersinJapaninJuly2023,17percentoftherespondentsspentmoneyonsmartphonegameswithinthepastmonth.Abreakdownbyagegroupshowedthatsmartphonegamersintheirthirtieswerethemostlikelytospendmoneyongames.ReadmoreNote(s):Japan;July7to10,2023;1,091respondents;15-69years;amongrespondentswhoplayedsmartphonegamesatleastoncepermonthSource(s):CrossMarketingShareofsmartphonegamerswhospentmoneyonsmartphonegameswithinthepastmonthinJapanasofJuly2023,byagegroupShareofuserswhospentmoneyonsmartphonegamesinpastmonthJapan2023,byageIspentmoneyIdidnotspendmoney100%90%80%70%60%50%40%30%20%10%0%87%86%85%84%81%75%25%19%16%16%14%13%15to19years20to29years30to39years40to49years50to59years60to69years29Description:AccordingtoasurveyconductedamongsmartphonegamersinJapaninJuly2023,25percentofthoseaged30to39yearsoldspentmoneyonsmartphonegameswithinthepastmonth.Thesharewasloweramongotheragegroups.

ReadmoreNote(s):Japan;July7to10,2023;1,091respondents;15-69years;amongrespondentswhoplayedsmartphonegamesatleastoncepermonthSource(s):CrossMarketingAttitudeonin-gamepurchasesamongpeopleaged15to19yearsoldinJapanasofJuly2023,bygenderAttitudeonin-gamebillingamongteenagersJapan2023,bygenderMaleFemale90%80%70%60%50%40%30%78%56.8%27.6%20%10%0%15.6%15.4%6.6%IamdoingthatIamnotdoingthat,butIwouldliketoIamnotdoingthat,andIdonotwantto30Description:AccordingtoasurveyconductedinJapaninJuly2023,15.6percentofboysaged15to19yearsoldwerespendingmoneyonin-gameitempurchasesorgachamechanics.Thesharewasconsiderablyhigherthanamonggirlsofthesameage.Gachamechanicsinvideogamesoperatesimilartocapsule-toyvendingmachinesbyenablinguserstoreceiverandomgamecontent,suchasitemsorcharacters,inexchangeforarealorvirtualcurrency.

ReadmoreNote(s):Japan;July19to20,2022;1,000respondents;15-19years;500maleand500femalerespondentsSource(s):NetAsiaResearch;SMBCConsumerFinanceMonthlyexpenditureonsmartph