- Japan is the home of many popular mobile games and a massive scene of its own
- But despite that it’s still shrouded in an air of mystique
- Here’s what I found when I went boots on the ground in Tokyo
As someone who has spent a considerable amount of time observing and interacting with various gaming cultures across the globe, I must say that Japan stands out as a unique and fascinating landscape for gaming enthusiasts. The mobile-centric nature of Japanese gaming culture is quite evident, especially when you find yourself in the bustling Tokyo Metro, where idle conversations are scarce but the sight of gamers engrossed in their devices is ubiquitous.
Well, folks, it’s been a while since the Tokyo Game Show wrapped up, and I’ve had some time to reflect on the experience. If you haven’t caught my take on the event yet, now’s your chance! But let me tell you, Japan wasn’t just about the gaming for me; I also got to explore the fascinating country itself.
Between exploring various popular tourist destinations, such as temples and eateries, I observed a few intriguing aspects. Japan, often referred to as the legendary realm for tech enthusiasts, presents an unparalleled experience, offering everything that might captivate a technology lover’s imagination.
However, that’s just a fraction of the nation, and it’s much more captivating to discuss the availability (or lack thereof) of services like mobile gaming. Indeed, we’re delving into some cultural exploration!
So, from someone who visited, here’s what I thought of the mobile gaming scene in Japan
Mobile gaming is a major heavyweight
In Japan, unlike the West where you might occasionally see ads for well-known games such as Candy Crush or Clash of Clans, you’ll find a plethora of advertisements for less mainstream titles like Genshin Impact, Goddess of Victory: Nikke, and Uma Musume: Pretty Derby. Moreover, it’s not uncommon to see billboard trucks broadcasting game slogans in specific regions, indicating that mobile gamers in Japan have a higher probability of encountering these games compared to other parts of the world.
It’s worth mentioning that when you enter a bookstore, it might not shock you to see manga and light novels showcased prominently (compared to the West where they are still considered more niche). However, what could surprise you is the abundance of mobile games with spin-off media lining the shelves. This may be due to the greater focus on storytelling in these games, making them fertile ground for additional comics and other supplementary content.
Mobile advertising is mainly restricted to ‘nerdier’ areas
It’s crucial to debunk the idea that Japan is just an otaku haven. While you might find typical advertising and imagery for common goods like travel packages, insurance, clothing, and daily necessities in most places, it’s when you reach popular shopping destinations such as Akihabara or Nakano Gallery that this norm shifts dramatically towards the anime-inspired, neon-lit kitsch we commonly associate with Japan.
In many places where you find this advertising, it’s hard to avoid, and it can feel quite startling to encounter popular cultural icons from the West, such as One Piece, being showcased alongside or even overshadowed by massive billboards and posters for gacha games like Nikke and Genshin. Since Akihabara is a place where people go to splurge their disposable income, it’s no wonder that advertisers take advantage of this opportunity to attract those valuable spenders.
Merchandising is widespread
As a passionate gamer, I’m just discovering the merchandising craze Japan has been mastering for years. They say it’s as profitable as regular income, and with gachapon machines, figures, posters, and more available (plus pop-up stores and collaborations), it’s tough not to find something within your budget that you’d love to add to your personal nerd collection.
Beyond what’s been mentioned earlier, Manga and other related content are also significant aspects. A notable instance is Uma Musume: Pretty Derby, a horse-girl racing series that initially sparked Western amusement and skepticism upon its release in the late 2010s. However, over time, it has expanded into a comprehensive multimedia franchise encompassing anime, films, soundtrack albums, and various other elements!
Uma Musume serves as a prime illustration of how a popular game can generate numerous income sources beyond just the initial gameplay. Unlike a game like Clash of Clans, which may only be recognized by players through YouTube ads or an occasional plush toy, the impact and reach of games such as Uma Musume are more noticeable due to their presence in areas like anime, collaboration events, merchandise, and manga.
Japan is very mobile-centric
In Tokyo Metro, you’d notice that chit-chat isn’t common. People tend to focus on reaching their destination swiftly and smoothly, preferring not to engage in small talk, whether with strangers or acquaintances, in the often tight spaces of a train during peak hours.
This implies that it’s quite common to notice numerous individuals playing games, particularly casual puzzle ones, on the Tokyo Metro due to its swift speed which rarely keeps you on it for more than a half-hour. It’s not surprising that many Japanese games have adopted the concept of rewards for being away from keyboard (AFK) or other quick play options tailored for the average Japanese commuter.
Japanese players like to identify with characters
Instead of casually brushing off the character-focused storylines in numerous video games as a peculiarity unique to Japanese culture that some might find themselves doing, it’s surprisingly straightforward to comprehend their meaning if one takes the time to observe closely.
It appears that Japanese gamers tend to connect emotionally with game characters rather than assume a role themselves. This explains the widespread appeal not only of gacha games, but also those based on anime, manga, and sports. Familiar figures, whether real or imaginary, often attract players more than vague action promises, and they are commonly featured prominently in the store listings and icons for top-selling and popular games.
Additionally, this also strengthens the attraction towards merchandising. For instance, you might recognise Ursula from Merge Mansion quickly, but would you be willing to buy a plush toy? In contrast, the multitude of horse girls in Uma Musume almost all have merchandise available, indicating that fans are deeply invested in their preferred characters.
Gaming fans aren’t as monogender as you might assume
A noteworthy topic for discussion: The predominantly male-oriented and female-centric design of numerous games, such as Nikke, which some might criticize and extrapolate to analyze the Japanese gaming market as a whole, even making broad cultural generalizations. However, it’s important to note that while they may be less common, female gamers in Japan share many similarities with their male counterparts when it comes to advertising preferences.
In Twisted Wonderland, a Disney game featuring stylish male versions of classic villains, it’s clear that the creators have paid equal attention to appealing to female fans, just as they do for their male counterparts. If you’re familiar with the industry, you might recognize Yana Toboso and her work in this title specifically. Interestingly, even at gaming booths where cosplayers are present, both males and females can be found, suggesting that there’s a significant male presence as well.
A key point to consider is this: although the internet and mainstream media broaden our knowledge of other nations, truly understanding a place’s essence and character demands personal experience, even though it might seem challenging.
It piques my interest to wonder about where my journey might take me next, and what sights await me…However, let’s save that discussion for another time.
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2024-10-09 19:19