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Country Report

Video Games in

Video Games in Japan

Jun 2019

US$990

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Difficult time for mobile games manufacturers as invested consumers build on what they know

While mobile games saw ongoing growth in 2018, it is becoming increasingly difficult for mobile games manufacturers to develop new hit titles. The top three game titles by value sales in the final year of the review period were all first released between 2012 and 2015.

Investment in eSports expansion as consumer interest increases

Japan is beginning to see notable investment in eSports, which is helping to drive expansion in the market. The World Shadowverse Grand Prix 2018, held in Chiba in December, offered a USD1 million winner’s prize.

Price drops and manufacturer investment increase popularity of AR/VR headsets

AR/VR headsets are proving slow to grow in Japan. The high prices commanded by such equipment and the lack of software or contents that require the use of AR/VR are serving as obstacles to development.

COMPETITIVE LANDSCAPE

Nintendo retains the lead in video games, but competition is close behind

Having overtaken Bandai Namco Entertainment in 2017 as a result of the launch of Nintendo Switch, Nintendo retained the lead in video games in the final year of the review period despite a decline in value share. Nintendo Switch maintained good sales in 2018, following on from a strong performance in 2017.

Pokémon’s appeal to children and adults alike ensures it continues to perform well

The Pokémon brand maintained good sales in both static console games, with Pokémon: Let’s Go, Pikachu! and Let’s Go, Eevee!, and mobile games, with Pokémon Go. Moreover, the persistent popularity of Pokémon led to the launch of new Pikachu and Eevee versions of the hand-held digital “pet”, Tamagotchi, at the end of the review period.

Sony discontinues PS Vita, but the next generation static console unlikely to be too far off

2019 saw Sony end production of the PlayStation Vita portable console, which has struggled to build a following amongst gamers since its launch in 2011. The company has no plans to develop a replacement hand-held console and is set to focus, instead, on its static console games and online service.

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Samples

Toys and Games Sample Report Toys and Games Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Video Games industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Video Games industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Video Games in Japan market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic values and company shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Video Games in Japan?
What are the major companies Japan?
How was toys and games affected by the global recession?
Which product categories performed best in the last year?
What are the new any safety regulations affecting the industry?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Toys and Games market research database.

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Video Games in Japan - Category analysis

HEADLINES

PROSPECTS

Difficult time for mobile games manufacturers as invested consumers build on what they know

Investment in eSports expansion as consumer interest increases

Price drops and manufacturer investment increase popularity of AR/VR headsets

COMPETITIVE LANDSCAPE

Nintendo retains the lead in video games, but competition is close behind

Pokémon’s appeal to children and adults alike ensures it continues to perform well

Sony discontinues PS Vita, but the next generation static console unlikely to be too far off

CATEGORY DATA

Table 1 Sales of Video Games by Category: Value 2013-2018
Table 2 Sales of Video Games by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Video Games: % Value 2014-2018
Table 4 LBN Brand Shares of Video Games: % Value 2015-2018
Table 5 NBO Company Shares of Video Games Hardware: % Value 2014-2018
Table 6 LBN Brand Shares of Video Games Hardware: % Value 2015-2018
Table 7 NBO Company Shares of Video Games Software: % Value 2014-2018
Table 8 LBN Brand Shares of Video Games Software: % Value 2015-2018
Table 9 Distribution of Video Games by Format: % Value 2013-2018
Table 10 Distribution of Video Games Hardware by Format: % Value 2013-2018
Table 11 Distribution of Video Games Software by Format: % Value 2013-2018
Table 12 Distribution of Video Games Software (Physical) by Format: % Value 2013-2018
Table 13 Distribution of Video Games Software (Digital) by Format: % Value 2013-2018
Table 14 Forecast Sales of Video Games by Category: Value 2018-2023
Table 15 Forecast Sales of Video Games by Category: % Value Growth 2018-2023

Toys and Games in Japan - Industry Overview

EXECUTIVE SUMMARY

Challenging conditions in Japanese toys and games due to changing demographics

Strong demand for surprise toys driven by craze for YouTube ‘blind bag’ openings

Nintendo retains lead with its hybrid console, but Takara Tomy gains ground

Internet retailing expansion continues at the expense of brick and mortar outlets

Potential remains in new areas, such as STEM, despite predicted challenging times

MARKET DATA

Table 16 Sales of Toys and Games by Category: Value 2013-2018
Table 17 Sales of Toys and Games by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Toys and Games: % Value 2014-2018
Table 19 LBN Brand Shares of Toys and Games: % Value 2015-2018
Table 20 Distribution of Toys and Games by Format: % Value 2013-2018
Table 21 Forecast Sales of Toys and Games by Category: Value 2018-2023
Table 22 Forecast Sales of Toys and Games by Category: % Value Growth 2018-2023

Megatrends

Country Report

Video Games in Japan

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Executive Summary

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PROSPECTS

Difficult time for mobile games manufacturers as invested consumers build on what they know

Investment in eSports expansion as consumer interest increases

Price drops and manufacturer investment increase popularity of AR/VR headsets

COMPETITIVE LANDSCAPE

Nintendo retains the lead in video games, but competition is close behind

Pokémon’s appeal to children and adults alike ensures it continues to perform well

Sony discontinues PS Vita, but the next generation static console unlikely to be too far off

Samples

Overview

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Table of Contents

Video Games in Japan - Category analysis

HEADLINES

PROSPECTS

Difficult time for mobile games manufacturers as invested consumers build on what they know

Investment in eSports expansion as consumer interest increases

Price drops and manufacturer investment increase popularity of AR/VR headsets

COMPETITIVE LANDSCAPE

Nintendo retains the lead in video games, but competition is close behind

Pokémon’s appeal to children and adults alike ensures it continues to perform well

Sony discontinues PS Vita, but the next generation static console unlikely to be too far off

CATEGORY DATA

Toys and Games in Japan - Industry Overview

EXECUTIVE SUMMARY

Challenging conditions in Japanese toys and games due to changing demographics

Strong demand for surprise toys driven by craze for YouTube ‘blind bag’ openings

Nintendo retains lead with its hybrid console, but Takara Tomy gains ground

Internet retailing expansion continues at the expense of brick and mortar outlets

Potential remains in new areas, such as STEM, despite predicted challenging times

MARKET DATA

SOURCES

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