![]() Toto specified that the “certain criteria” includes having an enormous marketing budget. “But, generally speaking, you should consider Japan only if you have met certain criteria or completely saturated the rest of the major markets in the world.” “I shouldn’t do this as a consultant, but I spend a lot of time trying to convince developers out of the idea of getting into the Japanese market,” he told GamesBeat. This prompted me to ask Toto if he would advise a developer to even try to bring a game into Japan. So, yes, Japanese gamers are racking up huge charges in their smartphone games, but most of that is going to the same two places. These days, between Puzzle & Dragons and Monster Strike, the two games probably make up around 70 percent to 80 percent of the entire market’s spending, according to Toto. Puzzle & Dragons accounted for approximately 51 percent of all mobile-game spending in Japan in 2013 on its own. That’s not even a tiny bit of an exaggeration. These two games now run a duopoly on Japanese mobile-game spending. ![]() “Two apps dominate everything: Puzzle & Dragons and Monster Strike.” “If you just look at the raw data, you’re on a very dangerous path,” Toto said. Instead, most of the money is going to just two games. “I think that’s an amazing number.”īut even for Japanese games, the app market is not printing money. “Between 20, the number of titles in the top 100 in Japan was zero,” Toto said. Toto points to an incredible fact to prove his thesis. This was always true in Japan’s traditional console-gaming market as well. “And I’m always trying to tell them that people in Japan will say, ‘Who are you? We don’t care about what you’ve achieved in the U.S. ![]() “Whenever I talk to bigger game companies, there’s so much self-confidence going on,” Toto said. The country has long preferred to consume Japanese-made products over foreign releases, and that’s especially true in gaming. That’s a very high number, but you’re probably not going to capture even a dollar of that if you release your Western game in Japan - historically speaking. The average revenue per gamer who spends money on in-app purchases (ARPPU) in Japan is about $65 every month. Join gaming leaders live this October 25-26 in San Francisco to examine the next big opportunities within the gaming industry. ![]()
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