Gaming Company
Understanding Japanese Gamer Preferences to Shape a Mobile Game Launch
Overview
Ahead of launching a new portfolio of mobile games in Japan, a global gaming company engaged with us to explore what resonates with Japanese players.
The goal was to uncover genre preferences, playing habits, and key differences between Japanese and overseas gaming expectations, helping the client refine their concepts and communication approach.
We invited a range of mobile gamers to group discussions to explore when and why they play, what features they value most, and how they engage with different game genres. Participants also evaluated early creative ideas, including written game concepts, visual previews, promotional posters, and video trailers, providing honest feedback on what captured their interest and what didn’t.
Each session gave the client a window into how their ideas would be perceived locally and how player expectations varied across age and genre. Cultural cues, visual preferences, and gameplay motivations were all unpacked to inform launch strategy.
Results
The sessions revealed both clear parallels and meaningful contrasts between Japanese and international gaming audiences. With direct input from target users, the client was able to fine-tune their concepts and prioritize the game titles with the strongest local potential.
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“Thank you for all of your help over the past week. The groups ran so smoothly and the team’s personal insight into the mobile game market was very useful for us. This truly was a wonderful experience.”
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