#Cross Marketing #Consumer Games #Gaming Survey

Understanding Consumer Gaming Trends in Japan

In June 2026, Cross Marketing conducted a comprehensive survey targeting 1,200 individuals aged 15 to 69 across Japan who engage with consumer games at least once a month. The findings offer a vivid snapshot of the gaming landscape, uncovering key trends in play frequency, spending habits, and popular titles among different demographics.

Survey Highlights

Play Frequency and Spending Patterns

The survey results reveal that 30% of participants play games daily, with an additional 21% engaging every two to three days. Together, this indicates that over half of the respondents are active players. However, the overall frequency of play is noted to be slightly lower than in previous years.

When comparing time spent gaming over the past year, 49% reported no change in playtime, while 28% indicated an increase, and 23% reported less time spent gaming—marking the highest rate of decline recorded so far. Similarly, 60% of respondents mentioned their gaming-related expenditures remained unchanged, while 22% reported increased spending.

Popular Game Titles and Genres

The survey broke down gameplay preferences according to age and gender. Among males aged 15 to 19 and those in their 20s,