Japan‘s Social Gaming Market 2013: Status Quo & Key Trends (Insert Coin Tokyo Event)
Japan‘s Social Gaming Market 2013:
Status Quo & Key Trends
By Serkan Toto, PhD
• CEO and founder of Kantan Games, KK
• Social and mobile gaming industry consultant
• Advisor for startups in Japan and the US
• Japan contributor for TechCrunch.com
• Based in Japan since 2004
• Hardcore gamer
• Personal site: http://www.serkantoto.com
Visit My Website For Free Information On
Japan’s Mobile Game Industry
Email: serkan AT serkantoto.com
I: Status Quo Of Japan’s Social Gaming Market
II: 13 Key Trends In Japan
I: Status Quo Of Japan’s Social
Japan‘s Unique Social Landscape
• 4 homegrown social networks with 25-50
million registered users each:
– Mixi (80%+ mobile social networking)
– GREE (mobile social gaming)
– Mobage (mobile social gaming)
– LINE (mobile chat application)
• Twitter: 30+ million users
• Facebook: 19+ million MAU
Fragmented Game Market
• ~300-400 social game providers in Japan.
• 20+ game platform providers (all mobile).
• 2 dominant companies as platform and
game provider hybrids:
GREE and DeNA (“Facebook+Zynga in 1“).
• LINE (since July 2012), Kakaotalk (February
2013), and dgame (December 2012) emerge
as domestic competitors.
• There are now payment caps for younger
players on DeNA and GREE.
• Real-money, off-platform trading of virtual
items is still a problem.
• Certain bingo/lottery-like gaming mechanics
• Odds of winning are now disclosed in gacha.
• JASGA has been established.
Trend 8: Regulation (?)