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Japan’s Gaming Market 2014: 
Status Quo & Examples Of Portrait Usage 
Source: Wikipedia/Taito 1
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
My Website For Free Information On Japan’s 
Mobile Game Industry 
http://www.serkantoto.com
Contact Information 
Twitter: http://twitter.com/serkantoto 
LinkedIn: http://linkedin.com/in/serkantoto 
Email: serkan AT serkantoto.com
I: Japan's Gaming Market: 
Status Quo
6 
Worldwide Market For Games Is Growing
7 
Worldwide Market For Games Is Growing
Size Of Japan‘s Gaming Market 
8
Size Of Japan‘s Smartphone Gaming Market 
9
Social (Mobile) Is Bigger Than Video Gaming 
10 
Source: The Nikkei
Mobile Gaming Ecosystem In Japan 
Platform layer 
(over 20 in 
total) 
Listed 
makers 
(20-30) 
Private 
makers 
(over 350)
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
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
II: Japan's Gaming Market: 
Examples Of Portrait Usage
Hori Chiemi - Strawberry Puzzle (MSX, 1985) 
15 
Source: Tape Load
Takeshi No Chōsenjō (NES, 1986) 
16 
Source: Wikipedia/Taito
Nakayama Miho No Tokimeki High School 
(NES, 1987) 
17 
Source: Wikipedia/Square/Nintendo
Jumbo Ozaki - Hole In One Professional Golf 
(NES, 1988) 
18 
Source: Sara-Net/HAL
Jackie Chan Action Kung Fu 
(NEC PC Engine, 1991) 
19 
Source: VGDen/Hudson Soft
Nai Nai No Meitantei (Sony PS, 1999) 
20 
Source: Bandai
Onimusha Series (Sony PS 2, 2001-2004) 
21 
Source: Capcom
Onimusha 4 flopped because it “lacked characters 
based on real actors“ (Sony PS 2, 2006) 
22 
Source: Capcom
AKB48 Stage Fighter (iOS/Android, 2011) 
23 
Source: AKS/GREE
Gossip Girl - Celeb No Kareshi No Yuuwaku 
(iOS/Android, 2012) 
24 
Source: WBEI/Voltage
Fantastic Eleven - 3D Soccer (iOS/Android, 2014) 
25 
Source: Klab
Akko No Uchuu Daisensou (iOS/Android, 2014) 
26 
Source: GNT
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
Thank you for listening!

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

  • 1. Japan’s Gaming Market 2014: Status Quo & Examples Of Portrait Usage Source: Wikipedia/Taito 1
  • 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. My Website For Free Information On Japan’s Mobile Game Industry http://www.serkantoto.com
  • 4. Contact Information Twitter: http://twitter.com/serkantoto LinkedIn: http://linkedin.com/in/serkantoto Email: serkan AT serkantoto.com
  • 5. I: Japan's Gaming Market: Status Quo
  • 6. 6 Worldwide Market For Games Is Growing
  • 7. 7 Worldwide Market For Games Is Growing
  • 8. Size Of Japan‘s Gaming Market 8
  • 9. Size Of Japan‘s Smartphone Gaming Market 9
  • 10. Social (Mobile) Is Bigger Than Video Gaming 10 Source: The Nikkei
  • 11. Mobile Gaming Ecosystem In Japan Platform layer (over 20 in total) Listed makers (20-30) Private makers (over 350)
  • 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. 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. II: Japan's Gaming Market: Examples Of Portrait Usage
  • 15. Hori Chiemi - Strawberry Puzzle (MSX, 1985) 15 Source: Tape Load
  • 16. Takeshi No Chōsenjō (NES, 1986) 16 Source: Wikipedia/Taito
  • 17. Nakayama Miho No Tokimeki High School (NES, 1987) 17 Source: Wikipedia/Square/Nintendo
  • 18. Jumbo Ozaki - Hole In One Professional Golf (NES, 1988) 18 Source: Sara-Net/HAL
  • 19. Jackie Chan Action Kung Fu (NEC PC Engine, 1991) 19 Source: VGDen/Hudson Soft
  • 20. Nai Nai No Meitantei (Sony PS, 1999) 20 Source: Bandai
  • 21. Onimusha Series (Sony PS 2, 2001-2004) 21 Source: Capcom
  • 22. Onimusha 4 flopped because it “lacked characters based on real actors“ (Sony PS 2, 2006) 22 Source: Capcom
  • 23. AKB48 Stage Fighter (iOS/Android, 2011) 23 Source: AKS/GREE
  • 24. Gossip Girl - Celeb No Kareshi No Yuuwaku (iOS/Android, 2012) 24 Source: WBEI/Voltage
  • 25. Fantastic Eleven - 3D Soccer (iOS/Android, 2014) 25 Source: Klab
  • 26. Akko No Uchuu Daisensou (iOS/Android, 2014) 26 Source: GNT
  • 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. Thank you for listening!