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Japan’s Gaming Market 2014: 
Status Quo & Examples Of Portrait Usage

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This is a presentation on the status quo of the Japanese gaming market and examples of portrait usage of local celebrities in video and mobile games at the IBA (International Bar Association) 2014 conference in Tokyo on October 23, 2014.

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Japan’s Gaming Market 2014: 
Status Quo & Examples Of Portrait Usage

  1. 1. Japan’s Gaming Market 2014: Status Quo & Examples Of Portrait Usage Source: Wikipedia/Taito 1
  2. 2. About Me 2 • CEO & founder of Kantan Games Inc. • Advisor for various gaming startups in the US and Asia • Japan contributor for TechCrunch.com from 2008-2012 • Based in Japan since 2004 • MBA and PhD in economics • Hardcore gamer since 1983
  3. 3. My Website For Free Information On Japan’s Mobile Game Industry http://www.serkantoto.com
  4. 4. Contact Information Twitter: http://twitter.com/serkantoto LinkedIn: http://linkedin.com/in/serkantoto Email: serkan AT serkantoto.com
  5. 5. I: Japan's Gaming Market: Status Quo
  6. 6. 6 Worldwide Market For Games Is Growing
  7. 7. 7 Worldwide Market For Games Is Growing
  8. 8. Size Of Japan‘s Gaming Market 8
  9. 9. Size Of Japan‘s Smartphone Gaming Market 9
  10. 10. Social (Mobile) Is Bigger Than Video Gaming 10 Source: The Nikkei
  11. 11. Mobile Gaming Ecosystem In Japan Platform layer (over 20 in total) Listed makers (20-30) Private makers (over 350)
  12. 12. Market Leaders In Mobile Games In Japan (as of October 06, 2014) 1. GungHo Online (US$5.4 billion market cap) 2. Colopl (US$4.1 billion) 3. Mixi (US$4.1 billion*) 4. CyberAgent (US$2.2 billion**) 5. DeNA (US$1.9 billion) 6. GREE (US$1.7 billion) 12 * Mixi reaches this market cap only because of their smash hit game Monster Strike, their social networking service is on the verge of “death” ** CyberAgent is a prominent game maker but also an online ad powerhouse
  13. 13. Market Leaders In Console Gaming (2012) 1. Nintendo (21.3% of sales in Japan) 2. Namco Bandai (19.3%) 3. Capcom (8.8%) 4. Square Enix (8.2%) 5. Pokemon Company (6.4%) 13 Source: Enterbrain
  14. 14. II: Japan's Gaming Market: Examples Of Portrait Usage
  15. 15. Hori Chiemi - Strawberry Puzzle (MSX, 1985) 15 Source: Tape Load
  16. 16. Takeshi No Chōsenjō (NES, 1986) 16 Source: Wikipedia/Taito
  17. 17. Nakayama Miho No Tokimeki High School (NES, 1987) 17 Source: Wikipedia/Square/Nintendo
  18. 18. Jumbo Ozaki - Hole In One Professional Golf (NES, 1988) 18 Source: Sara-Net/HAL
  19. 19. Jackie Chan Action Kung Fu (NEC PC Engine, 1991) 19 Source: VGDen/Hudson Soft
  20. 20. Nai Nai No Meitantei (Sony PS, 1999) 20 Source: Bandai
  21. 21. Onimusha Series (Sony PS 2, 2001-2004) 21 Source: Capcom
  22. 22. Onimusha 4 flopped because it “lacked characters based on real actors“ (Sony PS 2, 2006) 22 Source: Capcom
  23. 23. AKB48 Stage Fighter (iOS/Android, 2011) 23 Source: AKS/GREE
  24. 24. Gossip Girl - Celeb No Kareshi No Yuuwaku (iOS/Android, 2012) 24 Source: WBEI/Voltage
  25. 25. Fantastic Eleven - 3D Soccer (iOS/Android, 2014) 25 Source: Klab
  26. 26. Akko No Uchuu Daisensou (iOS/Android, 2014) 26 Source: GNT
  27. 27. Portrait Rights Usage In Japanese Games • Celebrities have been used for “electronic games” in Japan since the mid-1980s • Celebrities have various backgrounds (sport stars, singers, actors, “idols”, etc.) and can be from Japan or abroad • Genres covered include sports games, music, action, adventures, and others • Nowadays, usage of portraits in Japanese games is shifting from console to mobile (along with the industry as a whole) 27
  28. 28. Thank you for listening!

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