This is a presentation on the status quo of the Japanese gaming market and examples of portrait usage of local celebrities in video and mobile games at the IBA (International Bar Association) 2014 conference in Tokyo on October 23, 2014.

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!