Japan Entertainment Video Games
Japan’s Video Game Market: Sustained Growth and Global Influence
Japan’s video game market continues to experience robust growth and global influence, offering significant opportunities for U.S. creative developers and independent studios. In 2024, total consumer spending across all gaming platforms reached an estimated $16 billion (2.4 trillion yen), according to the 2025 edition of the Famitsu Game Hakusho published by Kadokawa ASCII Research Laboratories. This figure marks a 3.4 percent increase over the previous year and sets a new industry record. The market’s expansion is driven primarily by mobile and online platform games, which account for the majority of consumer spending.
Since 2012, when the market was valued at approximately $6.5 billion (980 billion yen), Japan’s gaming sector has nearly doubled in size. High engagement levels, a dedicated domestic fanbase, and significant cultural influence have solidified Japan’s position as one of the world’s largest and fastest-growing gaming markets. The country remains a leading global supplier of video games, gaming hardware, and influential intellectual property, shaping trends both domestically and internationally.
Tokyo Game Show: A Strategic Gateway for U.S. Companies
The Tokyo Game Show (TGS) serves as a premier entry point for U.S. companies seeking to access Japan’s dynamic gaming market. TGS 2025 set new records, featuring 772 exhibitors across 4,083 booths and attracting 263,101 visitors over four days. This scale underscores TGS’s status as Asia’s leading gaming expo, drawing publishers, distributors, media, and consumers from 46 countries and regions.
In 2026, TGS will return to Makuhari Messe in Chiba Prefecture from September 17-21, expanding to five days to accommodate growing domestic and international demand. Participation in TGS offers U.S. companies enhanced brand visibility, direct engagement with Japanese and global partners, and valuable insights into local publishing practices, platform preferences, and consumer trends. These advantages can inform and strengthen broader international strategies.
Opportunities for U.S. Independent Developers
For U.S. independent studios, the Tokyo Game Show presents a unique opportunity to gain visibility, forge partnerships, and showcase originality in a market that values innovation. While Japan is home to iconic developers such as Nintendo (Super Mario Bros., The Legend of Zelda), The Pokémon Company (Pokémon GO), Square Enix (Final Fantasy), and Capcom (Monster Hunter), the domestic industry is increasingly receptive to fresh creative input. Many major studios have focused on sequels and spin-offs, creating a growing appetite for new ideas, original content, and innovative gameplay.
Independent developers can leverage this environment by offering distinctive storytelling, unique aesthetics, and bold mechanics—qualities that resonate with Japanese publishers and players seeking novelty and experimentation. Japan’s gaming culture is both deeply rooted and highly engaged, with consumers loyal to established franchises yet eager to explore new experiences. This dynamic presents a compelling opportunity for U.S. independent studios to collaborate with Japanese partners, adapt their games for local audiences, and enhance their global appeal.
Even modest successes have demonstrated that adaptability and creative distinctiveness can lead to meaningful collaborations and open pathways to international growth. By remaining flexible and responsive to local preferences, U.S. independent developers can position themselves for long-term success in Japan’s vibrant gaming market.
If you are interested in more information, please contact U.S. Commercial Service at the U.S. Embassy Tokyo and the U.S. Consulate Osaka-Kobe at office.tokyo@trade.gov.