#Japan #Tokyo #Happinet #Trading Card Games #TCG Market

An Insight into the Adult Demand for Trading Card Games

The world of Trading Card Games (TCG) is evolving, and a recent survey conducted by Happinet, a prominent name in the toy industry in Japan, sheds light on the growing interest among adults, particularly in their 20s and 30s. This insight is critical as it outlines trends and demographic shifts in what was once considered a pastime largely for children.

The Survey Background

Happinet undertook a comprehensive study involving 450 participants aged between 20 to 59 years old, aiming to map the landscape of TCG consumption among adults. The findings are striking: nearly 30% of males in their 20s and 30s reported having purchased TCGs since reaching adulthood, as did about 20% of females in their 20s. This data suggests a vibrant, expanding market that is gaining traction beyond its traditional audience. In fact, approximately half of the adults who began purchasing TCGs have done so within the past three years.

Market Growth

According to industry projections, the TCG market is expected to reach an all-time high of 302.4 billion yen by 2024, driven largely by a surge in popularity observed during the pandemic. The increased visibility of TCGs, coupled with consumers' nostalgic connections, has bolstered the demand for these games significantly. It appears that events involving sought-after products drove new customers, fostering a cycle of continuous market expansion.

Key Findings from the Study

1. Adult Consumers

- Over 8.5% of those surveyed confirmed that they started buying TCGs only after turning into adults.
- Notably, almost half of the men in their 20s and 30s had a history of purchasing TCGs as children, indicating a long-standing affinity that continues into adulthood.

2. Continuity in Purchasing Behavior

- More than half of the participants reported continuing to purchase TCGs since childhood, with a notable increase in adult initiation noticed among older demographics. This pattern highlights a blend of nostalgia and renewed interest in TCGs.

3. Growth of New Users

- Approximately 50% of those who purchased TCGs as adults started in the last three years. The factors contributing to this surge were linked to increased interest during the social lockdowns and the market's visibility in mainstream culture around 2021-22.

4. Content Connection

- A significant portion of new consumers (over 50%) indicated that their initial interest in TCGs stemmed from their favorite content or fandom. Those who had not previously engaged with TCGs often cited encouragement from friends or family as their initial motivation.

5. Reasons for Purchasing

- The primary motivation for buying TCGs was identified as collection (51.3%), followed closely by purchasing cards representing beloved franchises (42.2%). Interestingly, a majority of female participants enjoyed the excitement of unboxing new cards.

6. Spending Trends

- Most respondents reported spending between 1,000 to 5,000 yen monthly on TCGs, with some demographics, such as men in their 40s and women in their 30s, spending upwards of 30,000 yen. This suggests that dedicated collectors are likely purchasing multiple booster packs and possibly entire boxes.

7. Title Investment

- The majority (around 70%) of respondents tend to purchase 1-2 titles, with the exception of half of the male consumers in their 40s, who reported buying three or more, hinting at a more serious investment in diverse gaming experiences.

Conclusion

As the TCG market continues to thrive, it is essential to recognize the shifting demographics and motivations behind adult consumer engagement. The blend of nostalgia, new content, and community aspects highlights a rich tapestry of consumer behavior that goes beyond mere statistics, creating a lively cultural phenomenon unlike any other.

With the continued expansion of the industry, thanks to data insights like these, stakeholders can better understand and anticipate consumer desires, ultimately enriching the TCG experience for all ages.