#Japan #Tokyo #CARTA ZERO #Lighthouse Studio #Steam Survey

CARTA ZERO and Lighthouse Studio Join Forces for Steam Market Research in Japan

CARTA ZERO, a subsidiary of CARTA HOLDINGS focusing on digital marketing, and Lighthouse Studio, operators of one of Japan's largest gaming information websites, have collaborated to conduct a significant study analyzing the Steam market in Japan. This report is crucial as it sheds light on user behaviors, characteristics, and purchasing trends in the local gaming landscape.

Purpose of the Research

The primary goal of this study is to uncover the realities of Steam usage in Japan. By examining user data, both companies aim to visualize consumer behavior and the dynamics of the gaming market. The findings are compiled in the publicly available "Steam Market Research Report for Japan."

Summary of Findings

In this release, we share some insights and highlights from the research. For those interested in a more detailed understanding, CARTA ZERO offers a comprehensive white paper for free, though requests from competing companies are politely declined.

Research Overview

• - Collaborating Companies: CARTA ZERO and Lighthouse Studio
• - Research Period: June 4, 2025, to July 8, 2025
• - Methodology: Online surveys
• - Geographic Scope: All 47 prefectures in Japan
• - Sample Size: Over 15,829 participants for preliminary research, and 248 respondents who played Steam in the last three months.

When citing or reproducing this material, please include the credit: "CARTA ZERO."

Key Findings

1. Recognition and User Experience
The recognition rate of Steam as a game store among the general populace stands at 13.3%, with a utilization rate of only 6.2%. Interestingly, male users report higher engagement at 10.3%, especially among individuals in their teens, 20s, and 30s, where the rates hover between 7.6% and 8.1%.

2. Player Engagement Frequency
Among users who accessed Steam in the last three months, 62.8% play at least once a week. This trend is particularly prominent among males and users in their 30s to 40s, reflecting a consistent gaming habit.

3. Weekday vs. Weekend Usage
The analysis revealed that 82.3% of users play during weekdays, with weekends showing an increase to 94.4%. Notably, users tend to play longer on weekends, especially males and those aged 30 to 40.

4. Annual Expenditure on Gaming
The study indicates that 12.5% of users spend over ¥30,000 annually on Steam purchases or in-game items, signaling a robust market potential, particularly among male users aged 30 to 40.

5. Information Sources for Game Purchases
When it comes to selecting titles, the most influential resources for gamers are live streaming or review videos, followed by gaming-specific media sites, and live broadcasts, with equal emphasis from various gender and age demographics.

Comprehensive Report Sections

The report includes a detailed summary of the research results, demographic questions (such as gender, age, marital status), and various sections dedicated to Steam's awareness, usage reality, player habits, and purchasing behaviors.

About CARTA ZERO

Established on April 1, 2011, and located in Toranomon Hills, Tokyo, CARTA ZERO excels in providing tailored digital marketing solutions while specializing in the gaming sector.

About Lighthouse Studio

Founded on November 1, 2017, Lighthouse Studio operates the popular gaming guide website, Kamigame, and offers various media services and influencer marketing initiatives. Located in the same high-rise as CARTA ZERO, they aim to illuminate the path for users and businesses alike in the gaming industry.

In conclusion, the collaboration between CARTA ZERO and Lighthouse Studio not only enhances our understanding of the Steam market dynamics in Japan but also sets a foundation for future gaming industry developments.