Japan formed a mobile game market worth about $11.0 billion (about 15 trillion won) this year. Its share of global PC and console downloads was 15%, ranking second after the United States (38%).
According to the report "2025 Japan game market insights" released by the market research firm Sensor Tower on the 21st, Japan has established itself as the second-largest market in Asia after China iOS. Mobile downloads were stagnant at 628 million, but it was analyzed that the market is maintaining solid profitability based on a loyal user base and high average revenue per user (ARPU).
The report picked "Pokémon Trading Card Game" as No. 1 in Japan's mobile game revenue for 2025. The strategy genre, including "Whiteout Survival," entered the top tier, continuing the trend of genre diversification. By genre, RPGs accounted for more than one-third of total sales, and the strategy genre recorded about 22%. Puzzle games accounted for one-third of total downloads, maintaining broad popular appeal.
Growth is continuing in the PC and console market as well. Based on Steam, this year's expected sales of Japan-made games are $11.9 billion, with 770 million units sold, up 12% and 8%, respectively, from a year earlier. By 2029, revenue is projected to approach $16.0 billion and unit sales to 900 million.
Major publishers such as Bandai Namco, SEGA, and Capcom ranked in the global top 10, and hits like "Monster Hunter," "Elden Ring," and "Resident Evil 4" drove sales growth.
In the first half of 2025, the game category ranked third in Japan's digital advertising market, emerging as a key growth area along with shopping and entertainment. Sensor Tower analyzed, "Japan is still considered one of the most profitable markets in the world, backed by a deeply rooted gaming culture and a loyal user base."