Country Reports·Updated Mar 17, 2026 by Sensor Tower
Japan’s mobile gaming market generated approximately ¥2.5 trillion in total in-app purchase (IAP) revenue during the first seven months of 2024.
Established intellectual properties remain the primary revenue drivers, with titles like Fate/Grand Order, eFootball, Pokémon GO, and the One Piece franchise collectively accounting for over ¥1 trillion in earnings.
Advertising-derived income grew by 35% year-on-year, now representing 8% of total mobile gaming revenue, fueled by user acquisition campaigns on YouTube, TikTok, and Instagram.
The market is highly concentrated among top-tier publishers, including Mixi, Bandai Namco, CyberAgent, miHoYo, Square Enix, and GungHo.
3D titles have become the dominant visual format, now accounting for roughly 50% of the top-performing mobile applications.
The platform market share for mobile gaming in Japan has stabilized at 55% for the Apple App Store and 45% for Google Play.
Japan’s mobile gaming market generated approximately ¥2.5 trillion in total in-app purchase (IAP) revenue during the first seven months of 2024.
Established intellectual properties remain the primary revenue drivers, with titles like Fate/Grand Order, eFootball, Pokémon GO, and the One Piece franchise collectively accounting for over ¥1 trillion in earnings.
Advertising-derived income grew by 35% year-on-year, now representing 8% of total mobile gaming revenue, fueled by user acquisition campaigns on YouTube, TikTok, and Instagram.
The market is highly concentrated among top-tier publishers, including Mixi, Bandai Namco, CyberAgent, miHoYo, Square Enix, and GungHo.
3D titles have become the dominant visual format, now accounting for roughly 50% of the top-performing mobile applications.
The platform market share for mobile gaming in Japan has stabilized at 55% for the Apple App Store and 45% for Google Play.