#Japan #Tokyo #Spicesmart #Smartphone Games #Offline Events

Offline Events Gaining Popularity Among Smartphone Games

In a recent analysis conducted by SpiceSmart, a leading research firm specializing in the mobile gaming industry, it was found that offline events are becoming increasingly popular among smartphone games. The report, which examines the period from June 2023 to May 2025, shows that 48% of the top 100 ranking titles based on average annual sales in the Japan App Store have implemented offline events. This is a notable increase compared to previous years and indicates a robust recovery in real-world interactions following the pandemic.

Overview of the Survey

The survey focused on the offline events organized by the top-ranking smartphone games, primarily those aimed at enhancing fan engagement, such as fan meetups and appreciation festivals. The analysis excluded product-centric events like collaboration cafes or merchandise-centric showcases and also ruled out large-scale industry expos like the Tokyo Game Show.

Key Findings

Among the top 100 games, 48 titles conducted offline events, showing a marked improvement in event execution, especially among the top 20 games where the implementation rate soared to 75%. The trend suggests that popular titles are increasingly moving towards in-person events to deepen fan engagement.

A Shift Toward Real-Life Engagement

The data highlights a significant trend: as game titles gain popularity, developers are placing a higher emphasis on real-life events. This shift is particularly evident in the top 20 games, where 15 games conducted offline events.

Theming and Engagement

The survey revealed that many events have adopted thematic elements to enhance user engagement. For instance, titles like "Honkai: Star Rail" featured a carnival event, while "Mahjong Soul" held a festival-themed gathering. Additionally, the event for "Jujutsu Kaisen: Phantom Parade" included an interactive in-game event called "Matsutake: Tamaki Edition." By integrating music, live performances, and merchandise, these events create immersive environments that draw users further into the game's universe.

Expanding Access through Streaming

The advent of technology has also allowed for more accessibility. Events such as live performances now frequently incorporate live viewing options or paid streaming services like ABEMA. Many events, excluding exhibition-focused ones, are available for streaming on platforms like YouTube, allowing fans who cannot attend in person to participate virtually. This creates additional touchpoints for user engagement, making it easier for them to interact with their favorite games.

Conclusion

The findings of this survey shed light on the evolving landscape of mobile gaming, indicating a clear trend toward offline events as developers aim to deepen user connections. The report on offline events is available through SpiceSmart's operations solution, LIVEOPSIS, for interested parties looking for deeper insights into this significant industry shift. With the continuous growth of mobile gaming and further expansion into offline engagement, these findings may serve as a blueprint for other titles aiming to strengthen their fan communities.

About SpiceSmart

SpiceSmart specializes in research and analysis of the mobile gaming market and supports various business initiatives related to Japanese IP projects. The firm conducts surveys in markets across Japan, China, South Korea, and the U.S., providing essential insights for businesses involved in mobile gaming.

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