Adjust today published their most recent Mobile App Trends: Japan Edition report for the first half of 2025, which it created with Sensor Tower. The report shows that Japanese audience have become interested in AI tools such as ChatGPT, though TikTok remains the most downloaded app. As for games, installs have grown slightly year-over-year, and casino and card-based gaming apps have seen the most growth.
The report shows that card games are on the rise, with Pokémon TCG Pocket in particular having gotten a 27% increase in downloads. However, casino apps have seen the most dramatic upswing, with a 138% increase in downloads year-over-year. Gaming installs overall have gone up 3% YoY, with card games having seen the biggest growth in number of sessions at 127%.
In the entertainment space, Adjust’s findings show that apps focused on shortform drama, just as TopShort and DramaBox, have generated 5.13% of revenue despite making up only 2.16% of downloads, suggesting a success at monetization. Entertainment apps overall have risen by 14% in downloads and 5% in sessions year-over-year.
AI, finance and other interests among Japanese mobile users
Naoki Sassa, Adjust’s general manager for Japan, said in a statement, “Japan’s app economy in 2025 is marked by diversification and discipline. Marketers are adapting with more localized, AI-driven, cross-functional strategies built for performance and resilience. Success in this market means pairing smart execution with privacy-conscious measurement that reveals which channels, creatives and experiences are truly moving the needle.”
Other than gaming and entertainment, the report also showed that finance apps have seen the most rapid recent growth. Specifically, they’ve seen a 50% YoY increase in downloads and 22% growth in sessions. Banking apps in particular have seen a 33% rise in downloads. Comic app installs, on the other hand, have gone down by 17%, though session length for users remains relatively steady.
Donny Kristianto, Sensor Tower principal analyst, said of the findings, “Japan’s app economy is entering a new phase of transformation. While it remains a global leader in innovation and engagement, growth is now fueled by a broader mix of verticals — from the rapid rise of finance apps to emerging entertainment niches like short drama. This shift brings both opportunity and complexity, with each category requiring distinct approaches to user acquisition and monetization.”