How to expand your gaming business to Japan
To succeed in Japan, developers must go beyond basic translation and fully localize both content and strategy. Japanese gamers favor titles with strong social features, immersive storytelling, and distinct aesthetics. Concepts such as sonzaikan (sense of presence) and sekaikan (worldview) are central to what makes a game resonate
Localization should include not just language, but also culturally adapted UI, character interactions, and in-game events timed to local holidays. And strategic partnerships with local publishers or agencies can streamline regulatory compliance and improve market access.
Marketing should be tailored to Japanese preferences, using bold, text-rich creatives across platforms like YouTube, TikTok, LINE, and NicoNico with influencer campaigns with local personalities being especially effective. Platform choice also matters: console leads in Japan, particularly the Nintendo Switch and PlayStation, while PC gaming remains niche.
Japan’s payment landscape
Japan’s payment ecosystem is unique and rapidly evolving. While historically a cash-heavy society, recent years have seen a strong push toward cashless transactions, especially among younger consumers and in urban centers. Today, credit and debit cards account for 64% of all digital payments, making them the most widely used method in the country.
Payment method breakdown in Japan:
AloJapan.com