Shadowverse: Worlds Beyond

Japan Game Market Insights 2025

The analysis demonstrates that Japan’s mobile gaming sector has reached a mature equilibrium, with download volumes stabilising after 2020 while in-app purchase (IAP) revenue continues to grow, largely driven by high-spending iOS users.

• Domestic publishers maintain a dominant market position, capturing roughly one-third of total downloads and over 50% of all in-app purchase (IAP) revenue in Japan.
• Anime-style intellectual property remains the primary revenue driver, accounting for 42% of total IAP revenue between January and July 2025.
• Mobile action and strategy titles accounted for 63% of total digital advertising spend during the first half of 2025.