Analysis of Smartphone Game Trends and Spending Behavior in Japan

The Consistent Popularity of Smartphone Games in Japan

A recent survey conducted by Cross Marketing, covering a diverse age range of 15 to 69 years across Japan, reveals fascinating insights into smartphone gaming behaviors. The study, conducted in June and July of 2025, involved 1,145 respondents who play mobile games at least once a month. Here’s what we found.

Daily Gaming Habits

An impressive 67% of respondents engage in smartphone gaming daily, demonstrating a remarkable consistency in popularity over the past five years. Furthermore, variations across age groups appear minimal, indicating a united interest in mobile gaming across generations. When comparing gaming durations to the previous year, 60% of participants reported their gaming time remained unchanged, while 23% claimed they are playing for longer periods. Notably, around 30% of players aged 15-19 years and in their 20s expressed a significant increase in playtime.

Preferred Game Titles and Genres

The survey also examined the game titles played in the past year, unveiling that the leading title for females across all ages is “LINE: Disney Tsum Tsum.” Among males, differing titles emerged across age segments, with “Project Sekai: Colorful Stage! feat. Hatsune Miku” appearing in the top ranks for both younger male and female gamers. Additionally, the newly released “Pokemon TCG Pocket” has made significant strides in popularity, maintaining the 4th or 5th positions among male gamers aged 15-19 and 20-30, as well as females aged 20-40.

In terms of gameplay genres, the results are as follows: 25% of gamers prefer puzzle games (such as “LINE: Disney Tsum Tsum”), 12% favor location-based games like “Pokémon GO” and “Dragon Quest Walk,” and 11% enjoy command RPGs like “Fate/Grand Order.” Notably, puzzle games dominate across all age groups, with their popularity peaking at 31% among gamers in their 50s. Interestingly, the second most popular genres vary by age: music games for those aged 15-19, command RPGs for those in their 20s to 30s, and location-based games for older demographics.

Spending on Smartphone Games

The financial aspect of gaming is equally intriguing. Within the past month, 68% of respondents indicated spending on in-game purchases and gacha, making it the most common form of expenditure among gamers. This is followed by direct purchases of games, which accounted for 27% of spending activities.

Key Findings Summary

The study not only captured player demographics but also tracked gaming frequency, time spent on weekdays and weekends, and changes in gaming habits over the past year. It assessed popular sources of gaming information, as well as motivations behind choosing specific games and genres. These patterns provide a window into the evolving landscape of mobile gaming in Japan, highlighting both engagement and expenditure behaviors among diverse age groups.

In summary, Cross Marketing’s latest survey offers valuable insights into the dynamics of smartphone gaming, showcasing its enduring popularity and the behaviors of players in Japan. To explore more findings from this research, download the full report here.

About Cross Marketing

Founded in April 2003, Cross Marketing is a leading marketing research firm based in Shinjuku, Tokyo. Their proprietary Game Engagement Monitor (GEM) employs a comprehensive database of 380,000 gamers, providing insights crucial for understanding the Japanese gaming market. For more on their services and research initiatives, visit their official website at Cross Marketing.