#Japan #Tokyo #VTuber #Anime IP #Spice Smart

The Rising Trend of Mobile Game Collaborations in Japan

The mobile gaming landscape in Japan is evolving, characterized by an increasing number of collaborations. Spice Smart, a company specializing in mobile game research and analysis, has published its annual report detailing the trends in IP collaborations among various domestic smartphone game titles. This report, which has been a yearly occurrence, focuses on the top 100 titles in the Japanese App Store based on sales rankings, revealing key insights into the world of mobile game collaborations.

Key Findings from the Report

According to the report, anime collaborations maintain a stronghold, constituting 44.1% of the total collaborations, showing an uptick from 37.1% the previous year. Collaboration with facilities has also gained traction, ranking third in the total market share with a significant increase from 3.7% to 6.2%. The report highlights intriguing collaborations between popular games and physical entertainment venues, including hot springs and amusement parks.

Anime Collaborations: A Dominant Force

It is evident from the data that anime-related collaborations have become the norm in mobile gaming. For instance, popular titles like "Blue Archive" have engaged in real-life collaborations with hot springs, resulting in sold-out original merchandise. Similarly, the collaboration between "Dragon Quest Walk" and Escon Field Hokkaido successfully attracted approximately 10,000 participants, blending in-game experiences with real-world interactions. These partnerships not only enhance user engagement but also create a vibrant community around the games, fulfilling the rising demand for experiential entertainment post-pandemic.

The Rise of Vtuber Collaborations

Interestingly, collaborations involving Vtubers have surged from 2.1% to 4.5% over the past year, highlighting the growing market presence of virtual YouTubers as key promotional tools. Major agencies, particularly those associated with prominent Vtuber talents from Hololive, have been leading these partnerships. The popularity of collaborations during app launches has become a common promotional strategy, indicating that the Vtuber phenomenon is here to stay in the realm of mobile gaming.

Battle Royale Games at the Forefront

In the competitive arena of battle royale games, both "Knives Out" and "PUBG MOBILE" have stood out by executing a total of 18 collaborations each over the past year. "Knives Out" has showcased a remarkably high collaboration rate with entertainment IPs, boasting a 94.4% rate for anime and game-related partnerships. On the other hand, "PUBG MOBILE" has broadened its scope by engaging in non-IP collaborations with automotive and motorcycle brands, contributing to an impressive 22.2% of its total partnerships.

Conclusion and Future Insights

The report underscores the essential role of collaborations in driving mobile game engagement and profitability in Japan. With a robust market driven by anime and increasingly by Vtubers, the opportunities for innovative partnerships are vast. As the industry continues to evolve, companies like Spice Smart play a vital role in understanding these shifts and helping marketers navigate this dynamic landscape. The full report is available for those interested in delving deeper into these trends.

About Spice Smart

Established in July 2015, Spice Smart specializes in mobile game market research, business support leveraging Japanese IP licenses, and facilitating collaborations. As part of their offerings, they provide invaluable insights and solutions through their service, LIVEOPSIS. The company is based in Tokyo and serves various markets across Asia and beyond.

For more information about the company or the reports, interested parties can contact them at [email protected].