Historically, Japan has always been at the forefront of video game innovation, giving birth to cultural phenomena such as Pokemon, Final Fantasy, and even The Legend of Zelda. It’s hardly surprising that the region is continuing its creative streak in mobile, pioneering all-new monetization methods and combining them with engaging gameplay mechanics to build standout new titles — illustrated by the worldwide success of Dragon Ball Legends, One Piece Bounty Rush, Fire Emblem Heroes, Pokémon Sleep, Puzzles & Dragons, and many more.
With over 70 million players generating billions annually, Japan’s mobile market presents a lucrative opportunity for Western game developers eager to claim their own slice of the pie. However, to capitalize on these opportunities, game creators must have a deep understanding of Japan’s culture and the player motivations and preferences of Japanese audiences.
For example, anime and manga are integral to the region’s culture, beloved by both children and adults. Consequently, many Japanese games adopt anime-like characteristics, from character archetypes to similar art styles. Additionally, Japan’s mobile gaming scene features distinct genres that are yet to permeate Western audiences, like idol games, and many titles utilize monetization tactics that differ from the West, such as having a heavier emphasis on gachas.
Below, we examine the Japanese mobile gaming market in more detail, breaking down the biggest genres and discussing the most prominent monetization strategies.
Japan’s biggest mobile gaming genres
RPGs (role-playing games)
Honkai: Star Rail
Honkai: Star Rail
Japan’s mobile gaming market spans various genres, but RPGs dominate the landscape.
As of July 2024, 38 of the titles in Japan’s top 100 grossing charts could be classified as RPGs. Comparatively, there were just 11 RPGs in the top 100 grossing charts in the US.
Some of Japan’s most popular mobile RPGs include:
Monster Strike – Physics-based RPG where players launch their characters around the board, similar to billiard.
Honkai: Star Rail – a turn-based RPG from the makers of Genshin Impact set in an expansive sci-fi world.
Puzzles & Dragons – a puzzle RPG with match3 mechanics.
Goddess of Victory: NIKKE – an action RPG that combines hectic third-person shootouts with collecting and managing a group of NIKKEs (androids).
Legend of Mushroom – an idle RPG where players follow the monster-slaying adventures of a hardy fungal warrior.
There are various reasons why RPGs are so popular in Japan. The genre was already supercharged among Japanese audiences long before the rise of mobile gaming, as some of the world’s biggest video game IPs, such as Dragon Quest, Final Fantasy, and Monster Hunter, started life as RPGs and were created in Japan.
Similarly, one could argue that the typical structure and stylings of most RPGs share a lot in common with anime: with both seeing players at the start of a journey in a fantasy world, meeting larger-than-life characters, and learning new skills as they go on epic quests to take down a villain and save the world.
Regardless of the reasons why RPGs are so popular in the East, there’s no denying the genre’s profitability. RPGs offer a tremendous opportunity for in-game monetization, from equipment upgrades to new characters, enhanced cosmetic options, and more. RPGs also usually offer players a vast amount of depth, with explorable worlds, lengthy questlines, and complex combat options — all of which bode well for long-term engagement.
Most players will be at least somewhat familiar with what to expect from location-based games owing to the explosive impact that Pokémon GO had when it became a phenomenon worldwide after launching in 2016.
Many competitors to Pokémon GO have launched since then, most iterating on the same explore-the-real-world, progress-in-the-game loop. However, in the West, few have had anywhere near the same groundbreaking impact as Pokémon GO, which has now accrued more than $8 billion in lifetime revenue. However, in Japan, several location-based games regularly enter the top 200 grossing—many of which put a distinct spin on the genre.
For example, Dragon Quest Walk adds elements from Square Enix’s popular JRPG series, incorporating turn-based mechanics as players hit checkpoints. Nobunaga’s Ambition: Shutsujin, meanwhile, goes for a more tactical approach that leverages 4X Strategy, while Eki Memo tasks players with visiting rail stations to collect “girls” based on trains. There’s also Monster Hunter Now, which takes a more action-packed approach to Pokemon GO’s ideals, and Pikmin Bloom, a relaxing affair more suited for casual audiences.
Nobunaga’s Ambition: Shutsujin (left) and Dragon Quest Walk (right)
Nobunaga’s Ambition: Shutsujin (left) and Dragon Quest Walk (right)
The popularity of location-based games in Japan comes down to lifestyles. Most people in the region commute using Japan’s highly efficient public transport, and location-based games are an excellent way to pass the time on the journey. Comparatively, in the US, many people have the luxury of their own car, meaning they will have fewer natural opportunities to take out their phones and play.
