Consumer Trends in the Japanese Game Market: Survey Results by Report Ocean Inc.

Tokyo, Japan - Report Ocean Inc. conducted a survey targeting domestic game users to understand consumer play habits, devices used, genre preferences, new game awareness channels, and attitudes towards in-game monetization in the Japanese game market. This survey revealed a play style centered on smartphones, strong support for Role-Playing Games (RPGs), a high preference for single-player games, and a cautious attitude towards in-game purchases and gacha mechanics.

As the environment surrounding games diversifies, including consoles, PCs, mobile devices, and digital stores, understanding user behavior and values is becoming increasingly important for development companies, publishers, and related businesses.

## Survey Overview
- Survey Method: Online quantitative consumer survey using structured questionnaires
- Target Audience: Residents in Japan aged 18 and older who play digital games at least occasionally
- Survey Period: February 2, 2026 - March 20, 2026
- Sample Size: 1,250 people
- Survey Area: Nationwide in Japan
- Sampling Method: Quota sampling by age, gender, and region
- Margin of Error: ±3.1% at a 95% confidence level

## Key Survey Results
This survey confirmed that smartphone and tablet-centric play continues to be mainstream in the Japanese game market, with high support for RPG and puzzle-type content. Furthermore, there is a strong tendency to prefer single-player over multiplayer, and the main purposes for playing games were ranked as "relaxation," "killing time," and "immersion in stories."

In addition, it was found that friends and acquaintances' recommendations, app store/online store rankings, and SNS/video platforms play important roles as channels for new game awareness. Regarding in-game purchases and gacha, concerns about "financial burden" and "opacity of reward probabilities" were ranked highly.

## Survey Questions and Answers

Q1: How often do you play digital games (including mobile, console, and PC)?
- Daily: 38%
- Several times a week: 30%
- Several times a month: 20%
- Rarely play: 12%

Q2: Which device do you use most often when playing games?
- Smartphone / Tablet: 54%
- Console: 26%
- PC / Laptop: 15%
- Other: 5%

Q3: What is your most frequently played game genre?
- Role-Playing Game (RPG): 39%
- Puzzle / Brain game: 20%
- Shooting / Battle Royale: 15%
- Simulation: 11%
- Other: 15%

Q4: Do you usually prefer single-player or multiplayer?
- Primarily single-player: 59%
- Primarily multiplayer: 20%
- Both equally: 21%

Q5: What are your main reasons for playing digital games?
- Relaxation / Change of pace: 36%
- Killing time: 26%
- Immersion in stories and exploration: 20%
- Competition / Sense of accomplishment: 11%
- Interaction with others: 7%

Q6: What is the most common way you learn about new games?
- Recommendations from friends, family, acquaintances: 31%
- App store / Online store rankings: 22%
- SNS / Video platforms: 20%
- Official website / Trailers: 15%
- Game media / Review sites: 12%

Q7: Do you mainly play free-to-play games or paid games?
- Primarily free-to-play games: 54%
- Use both: 28%
- Primarily paid games: 18%

Q8: What are your biggest concerns regarding paid in-game content and gacha?
- High financial burden: 33%
- Opacity of reward probabilities: 25%
- Impact on minors: 20%
- Advantage for paying players: 13%
- No particular concerns: 9%

Q9: Including game software, in-game purchases, and subscriptions, what is your average monthly game-related expenditure?
- 0 yen (no expenditure): 52%
- Less than 1,000 yen: 16%
- 1,001 yen - 2,999 yen: 14%
- 3,000 yen - 4,999 yen: 7%
- 5,000 yen or more: 11%

Q10: What is your average game playing time per session on weekdays?
- Less than 30 minutes: 18%
- 30 minutes - 1 hour: 31%
- 1 - 2 hours: 29%
- 2 - 3 hours: 12%
- More than 3 hours: 10%

## Insights and Implications
This survey indicates that the Japanese game market is characterized by a smartphone-centric play environment, continuous support for RPG and puzzle genres, and a user tendency to prioritize single-player experiences. Furthermore, with "relaxation," "killing time," and "immersion in stories" being the top reasons for playing games, it suggests that gaming has become established as an easily accessible form of entertainment in daily life.

On the other hand, concerns regarding in-game purchases and gacha, such as financial burden and lack of transparency, remain significant. This implies that a sound and clear monetization design is crucial for maintaining long-term user trust. Additionally, recommendations from friends and acquaintances, store rankings, and SNS/video platforms play a large role in new game awareness, necessitating an understanding of these touchpoints in promotional strategies.

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Source: Report Ocean Inc.

About Report Ocean Inc.

Report Ocean Inc. is a leading company in market research and consulting, providing advanced analytical research solutions, custom consulting, and deep data analysis for over 7 years to individuals and companies seeking accurate, reliable, and up-to-date research data and technical consulting. We provide insights for strategy and growth analysis, deliver the data necessary to achieve corporate goals, and help leverage future opportunities.

Our research studies help clients make excellent data-driven decisions, understand market forecasts, capitalize on future opportunities, and optimize efficiency by providing accurate and valuable information as their partner. The industries we cover are extensive, including technology, chemicals, manufacturing, energy, food & beverage, automotive, robotics, packaging, construction, mining, and gas.

Report Ocean believes that integrating our skills with client needs, the right expertise can provide powerful insights. Our specialized team works tirelessly to create the most effective solutions for the business needs of clients, including multinational corporations, product manufacturers, small and medium-sized enterprises, or startups.

Media Contact:
Name: Nishi Kanto
Title: Marketing Head
TEL: 03-6899-2648 | FAX: 050-1724-0834
E-mail: [email protected]
URL: https://www.reportocean.co.jp/

## Reference Materials
For further background information on the Japanese game market, please refer to the following related research material.
https://www.reportocean.co.jp/industry-reports/japan-gaming-market
Keywords: Japan game market, game market, game user survey, mobile games