Newzoo this week released a special report on Insights into the Japanese Gaming Market in 2025, created in collaboration with the Association for UK Interactive Entertainment (UKIE). The report, as the name suggests, offers a deep dive into the workings of the Japanese market, where it notes that this market’s players are highly valuable. They generate 9.1% of global games revenue, though they make up only 2.2% of the world’s player base.
According to the report, the PC gaming market shows the highest signs of growth, with a 16.2% year-on-year growth in the PC gaming market (in local currency). Newzoo notes that this is thanks to “PC ports of blockbuster Japanese franchises, the rise of cross-platform play, and handheld PCs expanding accessibility.” That said, Japanese players remain very devoted console gamers as well, making up 6.2% of the global console player base. Nintendo holds the largest share of the console market at 70%.
As for what games they’re playing, Newzoo’s report notes the market’s preference for story-driven games favoring narrative depth. Japanese players are more likely to play solo, but PC players do play co-op titles such as Lethal Company. In the free-to-play market, players seem to prefer PvP shooters such as Apex Legends and Counter-Strike on both platforms.
In response to an inquiry from GamesBeat, a Newzoo analyst said, “Japanese players account for just 2.2% of the global player base, but generate 9.1% of global games revenue—averaging $223 per player per year. This is driven by a strong affinity for domestic IP, narrative depth, and single-player RPGs, particularly on Nintendo platforms, which represent 70% of console hardware sales.”