Japan Gaming Industry: ESports game market lagging behind with lack of marketing

World
Europe

Japan's gaming culture started out early, but development is now rather unbalanced between different categories. Online sport games are one of those that lacks attention. CGTN's Terrence Terashima finds out more. Japan continues to have a 3 billion-dollar market in household games. But its eSports game market is still somewhat underdeveloped, partially due to the lack of marketing strategies.

TERRENCE TERASHIMA TOKYO "Japan's gaming culture started from here in Akihabara, which later evolved to online games, and remains very popular. But Japanese have been rather slow in picking up on eSports."

Analysts say Japan's online games were a segregated market, and culturally game competitions did not pick up here. They were merely a pastime.

"Gamers do not have favorable impression in society. And online games require high-spec computers which cost a lot, so it was hard for people to start."

However, backed by a growing overseas eSports market, interest from Japanese gamers and corporations have picked up.

MASATOSHI KAWAI E-SPORTS MANAGER E-SPORTSCAFE CO. "As you can see we have a full house here. Japanese online game users have increased in the past year or so, but are still far less compared to international standards."

A number of legal hurdles has prevented large-scale competitions or high prize money. Plus, there were little corporate profits to be had. But with recent changes, such as the issuing of professional licenses and the establishment of an eSports Union, analysts say market potential is high.

MASATOSHI KAWAI E-SPORTS MANAGER E-SPORTSCAFE CO. "There is growing corporate interest, and changes in social acceptance in the gaming industry. There is now strong public interest."

Corporate officials say it is a growing industry with abundant commercial potential. From live broadcasts, to AR and VR applications, many companies are already eyeing investments. Experts say once a proper platform is established, this industry has the potential to become a billion dollar market in relatively short time. Terrence Terashima, CGTN, Tokyo.