#Japan #Tokyo #Cross Marketing #Gaming Trends #Smartphone Games

Insights from the 2026 Smartphone Gaming Survey

In a recent survey conducted by Cross Marketing, a leading marketing research firm based in Tokyo, data regarding smartphone gaming habits among Japanese individuals aged 15 to 69 was collected. The survey, carried out in June 2026, focused on the frequency of gameplay, time spent gaming, popular titles, genres of games, reasons for playing, and recent spending on games.

Overall Gaming Frequency and Trends

According to the report, an overwhelming 68% of respondents play smartphone games daily, with this figure remaining consistent over the past six years. Notably, the frequency is even higher among those in their 30s, where 77% reported playing every day. When compared to a year ago, 55% of respondents indicated that their gaming time had remained unchanged, while 27% found that they were playing for longer periods, particularly among younger players aged 15 to 19, where 46% noted an increase in gaming time.

Game Titles and Genres That Are Popular

The survey also queried participants about which game titles they had played in the last year. The results revealed that across all demographics, men favored "Pro Yakyuu Spirits A," while the top title for males aged 15 to 19 was "Brawl Stars." For female players, "LINE: Disney Tsum Tsum" consistently ranked among the top games, with younger females (15-19 years) preferring "Project Sekai: Colorful Stage! feat. Hatsune Miku," and women in their 30s gravitating towards "Pokémon GO."

As for game genres, the survey highlighted that puzzle games account for 21% of playtime, with popular titles such as "LINE: Disney Tsum Tsum" and "Royal Match." Action RPGs come next with 10%, including games like "Monster Strike" and "Genshin Impact," while command RPGs and location-based games follow closely, each comprising 9% of the total. Sports games, epitomized by "Pro Yakyuu Spirits A," represent 8% of preferences.

Interestingly, while puzzle games dominate across all ages, action RPGs are particularly favored among those aged 15-20, while location-based games see preference primarily among players in their 30s and in their 50s to 60s.

Motivations for Playing and Spending on Games

When it comes to why individuals engage in smartphone gaming, approximately 30-40% stated they play to pass time or enjoy the ease of access. Other motivators include stress relief, the ability to enjoy various free games, and a general passion for gaming, each influencing half of the respondents' decisions.

In terms of spending, the survey indicated that 63% of gamers had made in-app purchases, primarily for items or gacha pulls, while 26% had invested in buying game apps outright. This information paints a clear picture of how respondents prioritize their spending in the gaming sector.

Additional Findings

The survey included various demographic questions about gender, age, location, marital status, children, and occupation. Further breakdowns included details on gaming frequency during weekdays versus weekends, shifts in spending and play time over the past year, preferred media for gaming information, and more.

The extensive insights gained reflect the growing landscape of mobile gaming in Japan, revealing a vibrant community that continues to find enjoyment and engagement in their gaming experiences. With the results highlighting significant trends, marketers and developers can better cater to the evolving preferences of their audience.

For a comprehensive analysis, additional details on this survey can be found in the official report released by Cross Marketing. Download the report here.