Japan Mobile Game & App Market: Data and Rules

Market size and players

Headline market figures from Japan's two standard industry yearbooks and the console retail tracker, with third-party app-store estimates labelled as such. Definitions and survey methods differ even within one publisher, platform player counts overlap, and Famitsu and CESA figures are not independent confirmations of each other. Check the definition before comparing.

1. Japan's domestic game content market reached ¥2.5885 trillion in 2025, up 8.0% year on year, outpacing global growth (Famitsu Game White Paper 2026). [1]

   As of: 2025年（暦年） · #

2. Famitsu's 'game content market' figure covers game software (packaged and download) for consoles, PCs and mobile devices plus add-on content, item purchases, subscriptions, monthly fees and other services. [1]

   As of: ファミ通ゲーム白書2026の定義 · #

3. Japan's domestic game content market was ¥2.3961 trillion in 2024, up 3.4% year on year (Famitsu Game White Paper 2025). [2]

   As of: 2024年（暦年） · #

4. Famitsu estimates the global game content market at ¥32.1024 trillion (US$214.56 billion) in 2025, up 3.5% in yen and 5.0% on a constant-currency basis. [1]

   As of: 2025年（暦年） · #

5. By category, Famitsu reports 2025 global growth of 8.0% for console games, 5.8% for PC games and 1.3% for mobile games, with every category above the prior year. The release does not state the currency basis for these category growth rates. [1]

   As of: 2025年（暦年） · #

6. Famitsu estimated the 2024 global game content market at ¥31.0042 trillion, up 5.0% in yen but down 2.6% at constant exchange rates. [2]

   As of: 2024年（暦年） · #

7. Famitsu estimates Japan's game-playing population at 56.393 million in 2025, up 3.0% (1.64 million) from 54.753 million in 2024. [1]

   As of: 2025年 · #

8. In 2024, 24.782 million people in Japan played games on two or more device types (console, PC, mobile) — nearly half of all players. [2]

   As of: 2024年 · #

9. CESA puts Japan's 2024 game population at 54.75 million: 42.78 million mobile players (-1.8%), 29.51 million console players (-0.7%) and 14.52 million PC players (+0.5%). Platform counts overlap and should not be added together. [3]

   As of: 2024年 · #

10. CESA estimates the global game content market at ¥31.0042 trillion in 2024, with mobile games at ¥18.4334 trillion (+6.0%), close to 60% of the total. [3]

    As of: 2024年 · #

11. According to CESA, Japan's content-industry exports reached ¥5.8 trillion in 2023, with games accounting for 62% and anime 30%. [4]

    As of: 2023年 · #

12. Japan's 2025 physical console market (store and mail-order sales of hardware plus packaged software; digital sales excluded) was ¥418.13 billion, up 38.8% from ¥301.32 billion in 2024, driven by Nintendo Switch 2. [5]

    As of: 2024-12-30〜2025-12-28（52週） · #

13. Nintendo Switch 2 sold 3.784 million units in Japan from its June 2025 launch to year-end (retail tracking). [5]

    As of: 2025年末（集計期間 2024-12-30〜2025-12-28） · #

14. The average estimated selling price of a home console in Japan, excluding consumption tax, was ¥51,376 in June 2026, up 9.5% from ¥46,909 a year earlier. [1]

    As of: 2026年6月 · #

15. The Famitsu Mobile Game White Paper 2026 (data supervised by Sensor Tower) estimates the 2025 global mobile game content market at ¥12.6001 trillion, 101.4% of the prior year. This series is not interchangeable with the mobile category in the Famitsu Game White Paper. [6]

    As of: 2025年 · #

16. Japanese mobile gamers played on 16.44 days per month on average in 2025 (16.02 in 2024), for 1.28 hours on weekdays and 1.69 hours on holidays. [6]

    As of: 2025年調査 · #

17. Excluding "none", video services and apps (26.9%) were the most-cited source for finding new apps among Japanese mobile game users in 2025, ahead of internet information and ads (25.7%). [6]

    As of: 2025年調査 · #

18. CESA's 2026 preview reports that 85.8% of respondents to its game-developer survey (which also includes educators and students; 1,349 responses overall) use generative AI in their work. This is a survey result, not an industry-wide adoption rate. [7]

    As of: 2026年5〜8月調査 · #

19. Sensor Tower estimates Japan generated over US$10 billion (¥1.56 trillion) in mobile game in-app purchase revenue in the 12 months to July 2026, second in Asia behind China's iOS market, down 5.1% year on year. Third-party estimate [8]

    As of: 2025-08〜2026-07（12か月） · #

20. In the same 12 months, Japan ranked ninth in Asia by mobile game downloads with 585 million (-5.4%), and players spent about 16.7 billion hours in mobile games. Third-party estimate [8]

    As of: 2025-08〜2026-07（12か月） · #

21. In its 2025 Japan gaming report, Sensor Tower put Japan's mobile game in-app purchase revenue at US$11 billion, second in Asia only to China's iOS market, with a separately reported 628 million downloads (the period is described in the text only as "in 2025"). Third-party estimate [9]

    As of: 2025年公表（対象期間の明記なし） · #

22. In December 2025, Japan accounted for 12.7% of global mobile game consumer spending on the App Store and Google Play, third behind the United States (32%) and China iOS (13.6%). Third-party estimate [10]

    As of: 2025年12月（単月） · #

23. Sensor Tower reports global in-app purchase revenue of US$167 billion in 2025 (+10%), with non-game apps out-earning games for the first time. Third-party estimate [11]

    As of: 2025年 · #

24. After Japan's smartphone app competition law took effect, 73% of online game companies surveyed by JOGA had introduced out-of-app payments and 20% were considering it. Third-party estimate [12]

    As of: 2026年調査（レポート2026） · #

Devices and internet use

Government survey data on smartphone ownership and how people in Japan go online.

1. 91.8% of Japanese households owned a smartphone as of August 2025, above TV ownership (90.1%), according to MIC's Communications Usage Trend Survey. [13]

   As of: 2025-08末（令和7年調査、2026-05-29公表） · #

2. Household smartphone ownership in Japan rose from 71.8% in 2016 to 91.8% in 2025. [14]

   As of: 2016〜2025年（各年8月末前後） · #

3. In MIC's 2025 survey of people aged 6 and over, 85.9% owned a mobile phone or smartphone and 78.9% owned a smartphone. [13]

   As of: 2025-08末（令和7年調査） · #

4. In the same survey, 85.7% of people aged 6 and over had used the internet in the past year, exceeding 90% in every age group from 13 to 69. [13]

   As of: 2025-08末（令和7年調査） · #

5. Smartphones are Japan's main internet device: their usage rate exceeds that of PCs by 28.8 percentage points, and about 90% of people aged 20–59 go online by smartphone. [13]

   As of: 2025-08末（令和7年調査） · #

6. Online gaming is the third most common internet use among Japanese children aged 6–12 (48.4% of internet users) and the fifth among those aged 13–19 (56.7%). [14]

   As of: 2025-08末（令和7年調査） · #

7. Among internet users in Japan, 82.3% used social networking services (including free calling) in 2025, the most common internet use, per MIC. [14]

   As of: 2025年8月末 · #

8. Average daily internet use in Japan (ages 13–79) was 183.9 minutes on weekdays versus 156.1 minutes of real-time TV viewing, per MIC's FY2025 survey. [15]

   As of: 令和7年度（2025年12月調査） · #

Marketing channels and advertising

Ad spend, platform reach and payment habits that shape user acquisition in Japan. User counts are each company's own definition; survey usage rates are the comparable measure.

1. Japan's total advertising expenditure in 2025 was ¥8.0623 trillion (up 5.1% year on year), a record high for the fourth consecutive year. [16]

   As of: 2025年（暦年） · #

2. Internet advertising expenditure in Japan reached ¥4.0459 trillion in 2025 (up 10.8% year on year), exceeding ¥4 trillion for the first time and accounting for 50.2% of total ad spend — the first time it passed half. [16]

   As of: 2025年（暦年） · #

3. Japan's four traditional mass media (newspapers, magazines, radio, TV) accounted for ¥2.2980 trillion of ad spend in 2025 (down 1.6% year on year), roughly flat. [16]

   As of: 2025年（暦年） · #

4. Internet advertising media spend (excluding production costs and e-commerce platform ads) was ¥3.3093 trillion in 2025 (up 11.8% year on year). [16]

   As of: 2025年（暦年） · #

5. Video advertising in Japan surpassed ¥1 trillion for the first time in 2025, reaching ¥1.0275 trillion (up 21.8% year on year) and more than 30% of internet ad media spend. [17]

   As of: 2025年（暦年） · #

6. Social media advertising in Japan was ¥1.3067 trillion in 2025 (up 18.7% year on year), 39.5% of internet ad media spend. [17]

   As of: 2025年（暦年） · #

7. Within Japan's 2025 social ad spend, SNS platforms took ¥550.8 billion (42.1%), video-sharing platforms ¥512.6 billion (39.2%) and others ¥243.4 billion (18.6%). [17]

   As of: 2025年（暦年） · #

8. Programmatic (auction-based) advertising was ¥2.9352 trillion in 2025, 88.7% of Japan's internet ad media spend. [17]

   As of: 2025年（暦年） · #

9. Japan's internet ad media spend is forecast to grow 8.3% to ¥3.5840 trillion in 2026, with video ads forecast to grow 14.7% to ¥1.1783 trillion. [17]

   As of: 2026年予測（2026-03-05公表） · #

10. In MIC's FY2025 survey (ages 13–79), usage rates were LINE 92.9%, YouTube 81.5%, Instagram 54.8%, X 44.7%, TikTok 36.7% and Facebook 27.0%. [15]

    As of: 令和7年度（調査期間2025-12-01〜12-07） · #

11. In the same MIC survey, LINE usage exceeded 90% in every age group from teens to 60s and reached 77.8% among people in their 70s. [15]

    As of: 令和7年度（2025年12月調査） · #

12. By age, X usage peaks among people in their 20s (73.4%), Instagram among 20s (82.6%), and TikTok among teens (67.9%), per MIC's FY2025 survey. [15]

    As of: 令和7年度（2025年12月調査） · #

13. LINE surpassed 100 million monthly users in Japan as of end-December 2025, per LY Corporation. [18]

    As of: 2025年12月末 · #

14. LY Corporation counts a LINE monthly user as a smartphone-linked LINE account on iOS/Android that opened the app at least once in the month. [18]

    As of: 2026-01-29公表時の定義 · #

15. On November 27, 2025, TikTok announced that its monthly active users in Japan had exceeded 42 million (TikTok and TikTok Lite combined, deduplicated, company data); the measurement month was not stated. [19]

    As of: 2025-11-27発表 · #

16. More than 480,000 companies advertise on TikTok in Japan, according to TikTok's own figures (November 2025). [19]

    As of: 2025-11-27発表 · #

17. In a written answer published by Japan's Ministry of Internal Affairs and Communications, X reported 66.58 million monetizable monthly active users (mMAU) in Japan, averaged over January–March 2023. [20]

    As of: 2023年1月1日〜3月31日の平均 · #

18. Meta's latest official Japan-specific Instagram figure found is 33 million monthly active accounts as of March 2019 (announced June 2019). [21]

    As of: 2019年3月 · #

19. Meta said Threads passed 500 million monthly active accounts globally in June 2026, and that time spent on Threads in Japan grew by more than 130% year over year. [22]

    As of: 2026-06-16（米国時間）発表 · #

20. Under Japan's Information Distribution Platform Act, MIC designated Google (YouTube), LY Corporation, Meta (Facebook, Instagram, Threads), TikTok and X as large-scale platform providers in April 2025. [23]

    As of: 2025-04-30指定 · #

21. Japan's cashless payment ratio reached 58.0% (¥162.7 trillion) in 2025, per METI; credit cards made up 82.7% of cashless value, code (QR) payments 10.2%, e-money 3.7% and debit cards 3.4%. This uses METI's new "domestic indicator" introduced with the 2025 figures and is not comparable with the 42.8% reported for 2024 under the previous method. [24]

    As of: 2025年（暦年）、2026-03-31公表 · #

22. Japan's government target is a 65% cashless ratio by 2030 (domestic indicator) and 80% in the long term. [24]

    As of: 2025年12月とりまとめ · #

23. PayPay reported over 75 million registered users (accounts, not active users) on August 9, 2026, and 8.88 billion payments in 2025, which it says exceeded 20% of Japan's 43.5 billion cashless transactions; that denominator counts card and code payments with some overlap. [25]

    As of: 2026-08-09（ユーザー数）/ 2025年（決済回数） · #

24. PayPay says it held about 98% of person-to-person transfers among code payments in Japan in 2025, up from about 96% the prior year. [25]

    As of: 2025年 · #

25. Apple lists carrier billing via au, NTT DOCOMO and SoftBank, plus PayPay, Merpay, Apple Pay, credit/debit cards and Apple Account balance, as payment methods for Apple Accounts in Japan. [26]

    As of: 2026-10-12取得時点 · #

26. Google Play in Japan accepts carrier billing via Docomo, au, SoftBank and Rakuten, cash at select convenience stores, PayPay, Merpay, Edy, PayPal and credit cards. [27]

    As of: 2026-10-12取得時点 · #

App stores after the Mobile Software Competition Act

What the law requires of Apple and Google, and the Japan-specific terms each company has published. Store terms change often; check the linked pages before you rely on a rate.

1. Japan's Mobile Software Competition Act (Act No. 58 of 2024) was passed by the Diet on June 12, 2024 and promulgated on June 19, 2024. [28]

   As of: 2024-06-12成立 / 2024-06-19公布 · #

2. The Act came fully into force on December 18, 2025. [28]

   As of: 2025-12-18全面施行 · #

3. On March 26, 2025 the JFTC designated Apple Inc. (mobile OS, app store, browser), iTunes K.K. (app store) and Google LLC (mobile OS, app store, browser, search engine) as regulated businesses under the Act. [28]

   As of: 2025-03-26指定 · #

4. The designation threshold set by Cabinet Order is an average of 40 million or more monthly users of the specified software in a fiscal year. [29]

   As of: 令和7年7月時点の下位法令概要 · #

5. Key prohibitions on designated businesses include not obstructing other companies from offering app stores and not obstructing the use of other billing systems (both subject to justification), plus an obligation to make defaults easy to change and to show browser and other choice screens. [30]

   As of: 2025-12-18全面施行 · #

6. Article 8, item (ii) of the Act prohibits a designated app store from making it a condition that prices or other information for the same goods offered via a related web page are not displayed inside the app. [31]

   As of: 2025-12-18全面施行 · #

7. Violations of certain prohibitions can trigger a surcharge calculated at 20% of the relevant sales. [30]

   As of: 2025-12-18全面施行 · #

8. According to the JFTC's developer FAQ, a designated business banning in-app wording that shows the web store is cheaper (including showing the web price) violates Article 8, item (ii). [32]

   As of: 2026-07-27時点のFAQ · #

9. The JFTC states that, as it understands it, promoting a web store inside an app with text only (no direct link-out) requires no API integration and incurs no platform fee, while direct link-outs are subject to fees under the platforms' terms. [32]

   As of: 2026-07-27時点のFAQ · #

10. Beginning with iOS 26.2 (announced December 17, 2025), developers in Japan can distribute apps on alternative app marketplaces, operate marketplaces, and process payments for digital goods outside Apple In-App Purchase. [33]

    As of: 2025-12-17発表 · #

11. For iOS apps on the App Store in Japan, Apple's commission is 10% for most developers (Small Business, Video Partner and Mini Apps Partner Program members, and subscriptions after the first year) or 21% on other digital goods and services transactions. [34]

    As of: 2025-12-17発表（iOS 26.2） · #

12. Using Apple In-App Purchase in Japan adds a separate 5% payment processing fee on top of the App Store commission. [34]

    As of: 2025-12-17発表（iOS 26.2） · #

13. For App Store apps in Japan that link out to a website for purchases, Apple charges a store services commission of 15% (10% for program members and subscriptions after year one) on sales made within 7 days of the link tap. [35]

    As of: 2025-12-17〜（iOS 26.2） · #

14. iOS apps distributed outside the App Store in Japan pay Apple a 5% Core Technology Commission on sales of digital goods and services, including paid apps. [34]

    As of: 2025-12-17発表（iOS 26.2） · #

15. App Store apps in Japan offering an alternative payment option must also offer Apple In-App Purchase on every such purchase screen, displayed at least as prominently as any other option. [36]

    As of: 2026-10-12取得時点 · #

16. For App Store users in Japan under 13, apps may offer in-app alternative payment only behind a parental gate and may not offer out-of-app web purchase offers; for users aged 13 to 17, both options are allowed but must be behind a parental gate. Kids category apps may not offer web purchase offers at all. [36]

    As of: 2026-10-12取得時点 · #

17. For App Store apps in Japan not using Apple In-App Purchase, the developer is responsible for collecting and remitting applicable taxes and must report all alternative payment transactions to Apple monthly, within 15 days after month-end. [36]

    As of: 2026-10-12取得時点 · #

18. To operate an alternative app marketplace in Japan, a developer needs Apple's authorization and must meet its organisational and operational requirements. The financial requirement is either a USD 1,000,000 standby letter of credit from a financial institution rated BBB- or higher, or two continuous years in good standing in the Apple Developer Program plus an app with over one million first annual installs worldwide on iOS and/or iPadOS in the prior calendar year. [37]

    As of: 2026-10-12取得時点 · #

19. To comply with the MSCA, Google expanded its User Choice Billing program in Japan—previously limited to non-gaming apps since 2022—to all apps offering in-app purchases of digital content to Japanese users. From September 30, 2026, Google's Help Center directs developers in Japan to the billing choice program (see the billing choice program entry). [38]

    As of: 2025-12-17発表 · #

20. Google Play's new service fee structure took effect for users in Japan on September 30, 2026. Rates depend on whether the transacting user is a "new install" (first install or first update from Google Play on or after that date) or an "existing install": for example 20% (new) or 25% (existing) on other transactions, and 10% on auto-renewing subscriptions and on the first USD 1 million of annual earnings, before the separate billing fee. Google's June 2026 announcement had listed December 31, 2026 for Japan; the Play Console Help pages (checked October 12, 2026) give September 30, 2026. [39]

    As of: 2026-09-30適用 · #

21. In Japan, transactions using Google Play Billing incur an additional 5% billing fee on top of the service fee. [40]

    As of: 2026-09-30適用（2026-03-04発表） · #

22. Google Play's billing choice program, which lets developers offer either their own in-app billing or external web links alongside Google Play Billing, became available for users in Japan on September 30, 2026. Google's June 2026 announcement had listed December 31, 2026 for Japan; the Play Console Help pages (checked October 12, 2026) give September 30, 2026. [41]

    As of: 2026-09-30 · #

23. In Google Play's billing choice program, the external-web-link service fees apply to transactions of in-app digital features or services completed within 24 hours of the user following an external web link. [41]

    As of: checked 2026-10-12 (Japan availability Sept 30, 2026) · #

24. Google's earlier Japan-only external payments program stopped accepting new enrollments on September 30, 2026 and will be discontinued after March 31, 2027; participants must move to the billing choice program. [42]

    As of: 2026-09-30受付停止 / 2027-03-31終了 · #

Consumption tax on digital sales

How Japan's consumption tax applies to apps, games and ads supplied from abroad, including the platform taxation rule.

1. Japan's standard consumption tax rate is 10% (7.8% national plus 2.2% local consumption tax). [43]

   As of: 令和8年4月1日現在法令等 · #

2. Since October 1, 2015, Japan has applied consumption tax to cross-border digital services such as e-books, music and advertising delivered by foreign businesses. [44]

   As of: 2015-10-01施行 · #

3. For B2B digital services supplied by foreign businesses (e.g. ad delivery), the Japanese business recipient files and pays the consumption tax under the reverse-charge mechanism; recipients with a taxable sales ratio of 95% or more exclude these transactions from their returns. [45]

   As of: 2026-10-12取得時点 · #

4. Under Japan's consumption tax reverse-charge system for B2B electronic services received from foreign businesses, a transitional measure provides that, for the time being, such 'specified taxable purchases' are deemed not to have occurred in tax periods under general taxation with a taxable sales ratio of 95% or more, or in tax periods where simplified taxation or the transitional tax-credit measure for small businesses (the '20% special measure') applies. [46]

   As of: 令和8年4月1日現在法令等 · #

5. Japan's former 'registered foreign business' scheme for B2C digital services was migrated into the qualified invoice system on October 1, 2023. [45]

   As of: 2023-10-01移行 · #

6. From April 1, 2025, consumer-facing digital services that foreign businesses sell via a digital platform and collect payment through a designated 'specified platform operator' are deemed supplied by that platform operator, which files and pays the consumption tax. [47]

   As of: 2025-04-01施行 · #

7. A platform operator must be designated when consideration for consumer digital services that foreign businesses supply to Japan via its platform, and that it collects, exceeds ¥5 billion in a taxable period. [48]

   As of: 2025-04-01施行 · #

8. The National Tax Agency's register lists iTunes K.K. (App Store, Apple Books, Apple Podcasts), Google Asia Pacific Pte. Ltd. (Google Play), Nintendo Co., Ltd. (Nintendo eShop) and Amazon Web Services Japan G.K. (AWS Marketplace) as specified platform operators effective April 1, 2025. [49]

   As of: 名簿 令和8年6月10日現在 · #

9. Epic Games Commerce GmbH (Epic Games Store and Fab) is listed as a specified platform operator with designation effective December 1, 2026. [49]

   As of: 名簿 令和8年6月10日現在 · #

10. Where platform taxation applies, the foreign developer has no obligation to issue qualified invoices for those sales, even if it is a registered invoice issuer; the specified platform operator issues them if it is registered. [50]

    As of: 令和6年4月パンフレット · #

11. Under the FY2026 tax reform, 'specified platform operators' will be renamed 'Type 1 platform operators' from April 1, 2028, alongside a new 'Type 2' regime for goods sold via online marketplaces. [51]

    As of: 令和8年4月改訂 · #

Gacha, prizes and advertising rules

The Premiums and Representations Act governs prize mechanics, misleading representations and stealth marketing. Apple and Google require drop-rate disclosure under their store rules, and the industry guidelines on top of that differ between associations.

1. Under Japan's Premiums and Representations Act, offering prizes by a lottery that requires collecting a specific combination of different symbols, pictures or cards ("card matching") is prohibited outright, regardless of the prize value. [52]

   As of: 告示: 昭和52年公正取引委員会告示第3号（最終改正 平成8年） · #

2. The Consumer Affairs Agency stated on 18 May 2012 (partly revised 1 April 2016) that "kompu gacha" (complete-gacha) mechanics can fall under the card-matching prohibition in paragraph 5 of the sweepstakes premium notice. [53]

   As of: 2012-05-18公表 / 2016-04-01一部改定 · #

3. The CAA explains that card matching is banned outright because the method is inherently highly deceptive and, being often used for children's products, strongly stimulates children's speculative desire. [53]

   As of: 2012-05-18公表 / 2016-04-01一部改定 · #

4. The CAA's operational standard (Commissioner's Notice No. 1 of 28 June 2012) expressly lists, as card matching, online games that sell randomly-determined items for a fee and give an additional in-game benefit to users who collect a specific set of two or more different items. [54]

   As of: 2012-06-28通達 · #

5. According to the CAA's Q&A, items obtained from a paid gacha are the object of the transaction itself rather than something provided incidentally to it, so paid gacha draws themselves are not "premiums" and are not subject to the premium (prize) limits. [55]

   As of: 2026-10-12取得時点の掲載内容 · #

6. The CAA's Q&A states that premium regulation is not considered to apply to actions in an online game that is 100% free to play, where users are never charged. [55]

   As of: 2026-10-12取得時点の掲載内容 · #

7. For prizes offered by lottery or contest (general sweepstakes) tied to a purchase, the maximum prize value is 20 times the transaction value, capped at JPY 100,000. [52]

   As of: 告示: 昭和52年公正取引委員会告示第3号 · #

8. The total value of prizes in a general sweepstakes must not exceed 2% of the planned total sales of the transactions covered by the sweepstakes. [52]

   As of: 告示: 昭和52年公正取引委員会告示第3号 · #

9. For premiums given to all purchasers without a lottery ("sozuke" premiums), the CAA lists the cap as JPY 200 where the transaction is under JPY 1,000, and 2/10 of the transaction value where it is JPY 1,000 or more. [56]

   As of: 2026-10-12取得時点の掲載内容 · #

10. Open sweepstakes that do not require a purchase or store visit are not subject to premium regulation; the former JPY 10 million cap was abolished in April 2006 and there is currently no specific upper limit. [56]

    As of: 2026-10-12取得時点の掲載内容 · #

11. Article 5 of the Premiums and Representations Act prohibits representations about price or other terms that mislead consumers into believing the terms are significantly more favourable than they actually are (misleading-advantage representations). Item (i) of the same article covers misleading-quality representations. [57]

    As of: e-Gov現行法令（2026-10-12取得） · #

12. Misleading-quality and misleading-advantage representations are generally subject to a surcharge of 3% of the relevant sales, raised to 4.5% for a business that received a final surcharge order within the preceding ten years. No order is made where the business exercised due care without knowing, or where the amount is under JPY 1.5 million. [57]

    As of: e-Gov現行法令（2026-10-12取得） · #

13. The Act also provides a direct criminal fine of up to JPY 1 million for making representations that mislead consumers about quality or about price and other terms (Art. 48). [57]

    As of: e-Gov現行法令（2026-10-12取得） · #

14. The 2023 amendment to Japan's Act against Unjustifiable Premiums and Misleading Representations (Act No. 29 of 2023) introduced direct criminal penalties—a fine of up to ¥1 million—for misleading representations of superiority (quality) and of advantageous terms (price/trading terms) (Article 48). [58]

    As of: 2024-10-01施行 · #

15. The Act amending the Act against Unjustifiable Premiums and Misleading Representations (Act No. 29 of 2023) was enacted in May 2023, promulgated on May 17, 2023, and took effect on October 1, 2024, except for certain provisions. [59]

    As of: 2024-10-01施行 · #

16. The 2023 amendment created a commitment procedure: if a business suspected of misleading representations applies with a corrective-action plan and obtains approval from the Prime Minister, it is not subject to a cease-and-desist order or surcharge order for that conduct (Articles 26–33). [58]

    As of: 2024-10-01施行 · #

17. On 28 June 2021 the CAA issued cease-and-desist orders to gumi Inc. and Square Enix Co., Ltd. over representations in the online game "WAR OF THE VISIONS Final Fantasy Brave Exvius", finding misleading-quality representations under Article 5(i). [60]

    As of: 2021-06-28措置命令 · #

18. In a November 2021 written answer to the Diet, the Japanese Cabinet stated that where gacha "appearance rates" are represented in a way that violates Article 5 of the Premiums and Representations Act, the government deals with it strictly, and that it is watching the effect of industry self-regulation on rate disclosure. [61]

    As of: 2021-11-19答弁書 · #

19. Apple's App Store Review Guidelines (guideline 3.1.1, In-App Purchase) require apps offering "loot boxes" or other mechanisms that provide randomized virtual items for purchase to disclose the odds of receiving each type of item to customers prior to purchase. [62]

    As of: App Review Guidelines (Last Updated: June 8, 2026; checked 2026-10-12) · #

20. Google Play's Payments policy requires apps and games offering mechanisms to receive randomized virtual items from a purchase, including "loot boxes", to clearly disclose the odds of receiving those items in advance of, and in close and timely proximity to, that purchase. [63]

    As of: checked 2026-10-12 · #

21. The Japan Online Game Association (JOGA) guideline on randomized item sales (revised 7 June 2024, effective 27 June 2024) requires participating members to display all items obtainable from a paid gacha in advance. [64]

    As of: 2024-06-27施行版 · #

22. For rare gacha items, the JOGA guideline requires one of several options: keeping the expected spend to obtain any rare item within 100 times the price of one draw (or displaying the estimate/multiple if exceeded), keeping it within JPY 50,000 (displaying the estimate if exceeded), showing the upper and lower bounds of rare-item rates, or showing rates by item type. [64]

    As of: 2024-06-27施行版 · #

23. The 2024 JOGA revision added that when a paid gacha shows a comparison (e.g. a rate-up), the gacha being compared against must be identified by name, sales period and the like. [64]

    As of: 2024-06-27施行版 · #

24. The Computer Entertainment Supplier's Association (CESA) guideline for smartphone network games (established and effective 27 April 2016) makes displaying the drop rates of all gacha items the rule, while allowing listed alternatives if the company explains them clearly. [65]

    As of: 2016-04-27制定・施行（2026-10-12時点で同PDFが掲載） · #

25. Japan designated stealth marketing as an unfair representation under the Premiums and Representations Act by Cabinet Office Notice No. 19 of 2023, effective 1 October 2023. [66]

    As of: 2023-03-28告示 / 2023-10-01施行 · #

26. The designated representation is one made by a business about its own goods or services that general consumers find difficult to recognise as the business's own representation. [66]

    As of: 2023-10-01施行 · #

27. The CAA states that "advertising" covered by the stealth-marketing rule includes content a company requests or instructs influencers or other third parties to post. [67]

    As of: 2026-10-12取得時点の掲載内容 · #

28. The CAA states that only the business supplying the goods or services (the advertiser) is regulated; influencers and other third parties who receive the request are not themselves subject to the rule. [67]

    As of: 2026-10-12取得時点の掲載内容 · #

29. The CAA's operational standard (28 March 2023) gives labels such as "advertisement", "promotion" or "PR", or a sentence like "posted after receiving the product from Company A", as examples of disclosures that can make a business's involvement clear — while noting that such words alone may not suffice if the overall content is still unclear. [68]

    As of: 2023-03-28消費者庁長官決定 · #

30. The same standard treats as unclear, for example, showing the sponsorship notice in a video for too short a time for consumers to notice it. [68]

    As of: 2023-03-28消費者庁長官決定 · #

31. Representations falling under Article 5(iii) of the Act — the category that includes the stealth-marketing designation — are excluded from the surcharge system. [57]

    As of: e-Gov現行法令（2026-10-12取得） · #

32. On 6 June 2024 the CAA issued a cease-and-desist order to a medical corporation under the stealth-marketing designation (Article 5(iii)), in a case involving discounts given for 5-star or 4-star Google Maps reviews. [69]

    As of: 2024-06-06措置命令 · #

In-game currency and the Payment Services Act

Paid in-game currency can be a prepaid payment instrument, which brings filing, deposit and refund duties.

1. Japan's Financial Services Agency says that in-game currency exchangeable for various items, and gacha tickets, are typical examples of game items that can be prepaid payment instruments under the Payment Services Act. [70]

   As of: パンフレット（PDF最終更新 2024-05-24, HTTPヘッダ） · #

2. The FSA notes that foreign companies distributing games to Japan are also subject to the notification requirement; whether a filing is actually needed depends on the type of in-game item and the unused balance, as for domestic companies. [70]

   As of: パンフレット（PDF最終更新 2024-05-24） · #

3. An issuer of in-house ("own-use") prepaid payment instruments must file a notification when the unused balance on a reference date (31 March or 30 September) first exceeds the JPY 10 million threshold. [71]

   As of: 2026-10-12取得時点の掲載内容 · #

4. When the reference-date unused balance exceeds the threshold, the issuer must deposit a security deposit of at least one half of the entire unused balance (not just the excess) with the deposit office nearest its principal office (Payment Services Act Art. 14); the Act also allows a guarantee contract or trust in place of part of the deposit. [72]

   As of: e-Gov現行法令（2026-10-12取得） · #

5. The Payment Services Act Enforcement Order sets the reference-date unused balance above which a deposit is required at JPY 10 million. [73]

   As of: e-Gov現行法令（2026-10-12取得） · #

6. The security deposit (or a guarantee contract) must be put in place within two months from the day after the reference date. [71]

   As of: 2026-10-12取得時点の掲載内容 · #

7. According to the FSA, a game company that runs several games must calculate the unused balance as the total across all its games, not game by game. [70]

   As of: パンフレット（PDF最終更新 2024-05-24） · #

8. Prepaid payment instruments that can be used only within six months of issue are exempt from the prepaid-instrument chapter of the Payment Services Act (Art. 4(ii) and Enforcement Order Art. 4(2)). [73]

   As of: e-Gov現行法令（2026-10-12取得） · #

9. Issuing third-party-type prepaid payment instruments (usable with businesses other than the issuer) is restricted to corporations registered with the Prime Minister (Payment Services Act Art. 7), unlike in-house instruments, which require a notification only above the balance threshold. [72]

   As of: e-Gov現行法令（2026-10-12取得） · #

10. An issuer of prepaid payment instruments that discontinues all or part of the issuance business must refund the remaining balance to holders (Payment Services Act Art. 20), subject to exceptions such as business succession. Whether a particular game currency is covered must be checked case by case; ending a game does not by itself create the duty for every publisher. [72]

    As of: e-Gov現行法令（2026-10-12取得） · #

Minors, online sales and complaints

Rules on minors' purchases and online-sales disclosures, with official complaint statistics.

1. Japan's age of majority was lowered from 20 to 18 by an amendment to the Civil Code that took effect on 1 April 2022. [74]

   As of: 2022-04-01施行 · #

2. Under Article 5 of the Civil Code, a minor generally needs the consent of a legal representative to perform a juridical act, and an act done without required consent can be rescinded. Exceptions include acts that merely confer a right or release an obligation, and disposal of property the representative has allowed the minor to dispose of (e.g. pocket money). [75]

   As of: e-Gov現行法令（2026-10-12取得） · #

3. Under Article 21 of the Civil Code, a person with limited capacity who uses fraudulent means to make the other party believe they have capacity cannot rescind the act. [75]

   As of: e-Gov現行法令（2026-10-12取得） · #

4. The CAA's June 2022 consultation manual on online games says that a minor entering a false birth date despite a clear on-screen warning is not by itself decisive; whether this amounts to "fraudulent means" requires an overall judgment including other circumstances. [76]

   As of: 2022年6月 · #

5. The same manual says that conditioning a minor-rescission refund on a pledge never to request minor rescission again is contrary to the legislative purpose of protecting minors. [76]

   As of: 2022年6月 · #

6. Under Article 11 of the Act on Specified Commercial Transactions, a seller or service provider advertising mail-order (including online) sales must show prescribed items such as price, payment timing and method, and delivery timing in the advertisement. [77]

   As of: e-Gov現行法令（2026-10-12取得） · #

7. Under Article 12-6 of the Act on Specified Commercial Transactions, when a customer applies for an online sales or service contract through an on-screen procedure, the business must display on that screen prescribed items including the quantity of the goods or service, and must not display anything that misleads the customer about the application being a contract application. [77]

   As of: e-Gov現行法令（2026-10-12取得） · #

8. Mail-order sales have no general cooling-off right. For goods and specified rights, consumers may withdraw within 8 days of delivery (returning goods at their own cost) unless the seller has displayed a return policy in advance; for online sales that policy must also appear on the final confirmation screen. Whether this applies to in-game items or service contracts is not settled (see What we could not verify). [78]

   As of: 2026-10-12取得時点の掲載内容 · #

9. Online-game consultations registered in Japan's PIO-NET database (excluding referrals from local centres) were 8,473 in FY2023, 7,191 in FY2024 and 6,234 in FY2025. [79]

   As of: 2026-05-31現在（2026-07-31更新） · #

10. Japan's National Consumer Affairs Center reported 4,024 online-game consultations in FY2022 where the contracting party was an elementary, junior-high or high-school student, with an average contract/purchase amount of about JPY 330,000. [80]

    As of: 2022年度（2024-03-13公表） · #

Gambling and real-money trading

Official statements on cash-out mechanics and real-money trading.

1. Japan's Consumer Commission (Cabinet Office) said in 2016 that where a business provides a system to convert gacha items into cash, or users play in order to cash out, the items may be "property interests" and the gacha is more likely to constitute the crime of gambling. [81]

   As of: 2016-09-20 · #

2. Asked about real-money trading (RMT) in 2021, the Cabinet replied that investigative authorities deal with it based on law and evidence where they find conduct violating criminal law, and that relevant ministries would cooperate as necessary while monitoring RMT trends. [61]

   As of: 2021-11-19答弁書 · #

3. JOGA's "Online Game Safety Declaration" (revised 29 January 2026, effective 4 February 2026) commits members to ban all RMT-related activity in their terms of use. [82]

   As of: 2026-02-04施行版 · #

Personal data (APPI)

Japan's Act on the Protection of Personal Information reaches foreign apps that serve people in Japan. The main provisions of an amendment promulgated in July 2026 take effect on a date set by Cabinet Order within two years; we had not confirmed that order as of the verification date.

1. Japan's Act on the Protection of Personal Information (APPI) also applies to a business that handles, outside Japan, the personal information of people in Japan in connection with supplying goods or services to people in Japan (Article 171). [83]

   As of: 現行法（e-Gov 2026-10-01施行版） · #

2. In the Ministry of Justice's English translation, APPI Article 171 reads: "This Act also applies in those cases in which, in relation to supplying a good or service to a person in Japan, a business ... handles the personal information by which that person in Japan is identifiable ... in a foreign country." [84]

   As of: 英訳は Act No. 37 of 2021 改正までを反映 · #

3. The PPC's General Guidelines give, as an example covered by extraterritorial application, a foreign app provider handling pseudonymised data made from Japanese consumers' personal information to develop new services, and state that it does not matter whether the individual pays for the goods or service. [85]

   As of: 通則ガイドライン（令和８年６月一部改正） · #

4. Under the PPC guidelines, a foreign business subject to the APPI under Article 171 that violates the Act can receive guidance, advice, recommendations or orders from the Personal Information Protection Commission. [85]

   As of: 通則ガイドライン（令和８年６月一部改正） · #

5. Before providing personal data to a third party in a foreign country, a business must, apart from the statutory exceptions in Article 27(1), obtain the individual's prior consent to that cross-border provision; different treatment applies where the recipient is in a country the PPC recognises as equivalent or has a system meeting PPC standards (APPI Article 28(1)). [83]

   As of: 現行法（e-Gov 2026-10-01施行版） · #

6. When seeking that consent, the business must first give the individual the name of the foreign country, information on that country's personal-information protection system, and information on the measures the recipient takes (APPI Article 28(2); PPC Enforcement Rules Article 17(2)). [86]

   As of: 施行規則（e-Gov 2026-06-14施行版） · #

7. The PPC states that the foreign jurisdictions recognised as having a personal-information protection system equivalent to Japan's are the EU and the United Kingdom. [87]

   As of: 外国第三者提供ガイドライン（2026-10-12取得時点） · #

8. Under Article 28(3) of Japan's Act on the Protection of Personal Information, a business that provides personal data to a third party in a foreign country relying on that third party having a system meeting PPC standards (instead of consent) must take the measures necessary to ensure the third party's continuous implementation of equivalent measures, and must provide information on those measures to the data subject upon request. [83]

   As of: 現行法文（e-Gov、2026-10-12取得） · #

9. A business must report to the Personal Information Protection Commission any leak, loss or damage of personal data that is prescribed as likely to harm individuals' rights and interests, and must in principle also notify the affected individuals (APPI Article 26). Reporting can be required when such an incident has occurred or is suspected, not only once it is confirmed. [83]

   As of: 現行法（e-Gov 2026-10-01施行版） · #

10. Reporting is mandatory for four kinds of incidents: data including sensitive (special care-required) personal information, data whose misuse may cause financial damage, incidents possibly caused with wrongful intent, and incidents involving more than 1,000 individuals (PPC Enforcement Rules Article 7). [86]

    As of: 施行規則（e-Gov 2026-06-14施行版） · #

11. After learning of a reportable incident, a business must report promptly and then file a full report within 30 days, or within 60 days where the incident may have been caused with wrongful intent (PPC Enforcement Rules Article 8). [86]

    As of: 施行規則（e-Gov 2026-06-14施行版） · #

12. Where a business expects a third party to acquire 'personally referable information' (such as browsing history collected via cookies) as personal data, it must first confirm that the individual has consented, and for a foreign recipient that the individual was given information on the foreign system (APPI Article 31). [83]

    As of: 現行法（e-Gov 2026-10-01施行版） · #

13. The current APPI already applies to children's personal information, but the child-specific rules are set out only in PPC guidance and Q&A: where consent is required and the child cannot judge its consequences, consent is needed from a legal representative. This is assessed case by case; ages roughly 12 to 15 or younger are given as a general indication, not a statutory threshold. [88]

    As of: 現行（改正法施行前） · #

14. The bill amending the APPI (the 'triennial review' amendment) was passed by the Diet on 10 July 2026 and promulgated on 17 July 2026. [89]

    As of: 2026-07-17公布 · #

15. The 2026 amending act takes effect on a date set by Cabinet Order within two years of promulgation (i.e., no later than mid-July 2028), with some provisions taking effect earlier. [90]

    As of: 2026-10-12時点で施行日政令は未確認 · #

16. Under the 2026 amendment, where the individual is under 16, consent and notices must be directed to the individual's legal representative (e.g., a parent), and the individual gains an easier right to request that use of their data be stopped. [88]

    As of: 2026-07-17公布・未施行 · #

17. The 2026 amendment introduces administrative surcharges (kachōkin) equal to the economic gain from serious violations, but a surcharge cannot be imposed where 1,000 or fewer individuals are affected or the harm is otherwise not large as set by Cabinet Order. [90]

    As of: 2026-07-17公布・未施行 · #

18. Once in force, the amending act raises the surcharge to 1.5 times for a business that received a final surcharge order within the preceding ten years and continued the conduct afterwards, and reduces it by 50% for a business that self-reports the violation, unless the report was made in anticipation of an order after an investigation. [90]

    As of: 2026-07-17公布・未施行 · #

19. The 2026 amendment also relaxes the duty to notify individuals of a data leak where there is little risk to their rights and interests, and creates an exception to consent for certain third-party provision used only to create statistical information. That exception carries statutory conditions and is not a general consent exemption for AI development. [88]

    As of: 2026-07-17公布・未施行 · #

Telecommunications Business Act

The external transmission rule (cookies and SDKs that send user data) and the duties of foreign telecom operators.

1. Since the Telecommunications Business Act amendment took effect on 16 June 2023, covered online services that send users' terminals a program that transmits user information outside the terminal must, in advance, either notify users or make easily available the content of the information, the recipient and related matters, or obtain consent, or offer an opt-out (Article 27-12, the 'external transmission rule'). [91]

   As of: 2023-06-16施行 · #

2. The rule covers services provided through a browser or other software on a PC or phone that fall into four categories: intermediating others' communications, services that record user input and send it to unspecified users (e.g., SNS), search engines covering all web pages, and other services sending information for viewing by unspecified users (Telecommunications Business Act Enforcement Regulations Article 22-2-27). [92]

   As of: 施行規則（e-Gov取得時点の現行版） · #

3. MIC's FAQ states that online games and similar content services fall under category 2 and are covered by the external transmission rule, regardless of whether they have person-to-person chat. [93]

   As of: FAQ（2026-10-12取得時点） · #

4. Where the operator uses notification or publication, it must disclose, for each transmission, three items—the content of the user information sent, the name of the person who will handle it at the destination, and the purpose of use—written in Japanese, avoiding technical terms and in plain language ; a single notice or policy page can cover them (Enforcement Regulations Articles 22-2-28 and 22-2-29). [92]

   As of: 施行規則（e-Gov取得時点の現行版） · #

5. Since 1 April 2021, a foreign corporation or foreign-resident individual that runs a telecommunications business subject to registration or notification and provides services in Japan, or from abroad to persons in Japan, must designate a representative or agent in Japan and complete the entry procedure. Being subject to the external transmission rule does not by itself mean that registration or notification is required. [94]

   As of: 2021-04-01施行 · #

6. The notification form a foreign entity files must state the name and domestic address of its representative or agent in Japan (Telecommunications Business Act Article 16(1)(ii)); a foreign entity that does not designate one is refused registration or its notification is formally deficient. [95]

   As of: 現行法（e-Gov 2026-05-27施行版） · #

7. According to MIC officials' explanatory article, factors that can show a foreign service is aimed at Japan include providing it in Japanese, accepting Japanese yen for paid services, and advertising or promoting it in Japan; a foreign entity offering service without installing line facilities in Japan files a notification rather than registering. [96]

   As of: 2021-04-01施行の改正に関する解説 · #

8. The Ministry of Internal Affairs and Communications' Telecommunications Business Entry Manual (Supplement), revised January 30, 2023, lists 'closed chat' services—including chat between users within an online game—as mediating others' communications and classifies them among telecommunications businesses that require registration or notification; actual applicability depends on the specific service. [97]

   As of: 2023-01-30改定（2026-10-12時点で同版を掲載） · #

9. MIC can publicly name persons that violate the Telecommunications Business Act (Article 167-2), a system the MIC explanation says applies to foreign corporations as well as domestic ones. [96]

   As of: 2021-04-01施行 · #

Age ratings and youth protection

CERO ratings for packaged games, how the app stores rate apps, and the youth internet law.

1. Japan's CERO uses five age-classification marks: A (all ages), B (12 and over), C (15 and over), D (17 and over) and Z (18 and over only). [98]

   As of: 2006-03-01改訂の区分（2026-10-12確認） · #

2. CERO ratings for B, C and D are guidance for purchase rather than sales bans; for Z titles, sales restrictions are self-imposed by CESA together with retailers, and some local governments incorporate CERO results into their ordinances. [98]

   As of: CERO FAQ（2026-10-12取得時点） · #

3. CERO's list of platforms whose games it reviews includes, besides consoles and PCs, 'mobile phones, smartphones, etc.' (Android, iOS) and cloud gaming services, as of May 2025. [99]

   As of: 2025年5月現在（CERO表記） · #

4. Google Play requires every app to have an IARC content rating; ratings outside regions with their own listed systems (such as North America, Europe/Middle East, Germany, Australia, Brazil and South Korea) are maintained by IARC. [100]

   As of: Google Play ヘルプ（2026-10-12取得時点） · #

5. On devices running iOS 26 and other Apple OS 26 versions, Apple's App Store uses global age ratings of 4+, 9+, 13+, 16+ and 18+ in regions without additional requirements (earlier OS versions use the earlier scheme); Apple lists region-specific requirements for Australia, Brazil and Korea but not Japan. [101]

   As of: App Store Connect ヘルプ（2026-10-12取得時点） · #

6. IARC's list of participating rating authorities covers Australia, Brazil, Taiwan, the US and Canada, Saudi Arabia, South Korea, Indonesia, the UK and Europe, and Germany, and does not include Japan's CERO. [102]

   As of: 2026-10-12取得時点 · #

7. Japan's Act on Establishing a Safe and Secure Internet Environment for Young People sets a best-efforts duty on businesses related to young people's internet use to take measures to minimise their exposure to harmful information; 'young people' means persons under 18. [103]

   As of: 現行法（e-Gov 2026-06-24施行版） · #

8. The same Act requires 'specific server administrators' who learn that harmful information for young people is being sent via their servers to endeavour to make it unviewable by young people (Article 21). [103]

   As of: 現行法（e-Gov 2026-06-24施行版） · #

Population and language

Demographic baselines and English proficiency indicators.

1. Japan's population was 122,973,000 as of October 1, 2025, per the 2025 Census — down 3,174,000 (2.5%) from 2020. [104]

   As of: 2025-10-01 · #

2. Per the 2025 Census, 29.4% of Japan's population is 65 or older and 10.9% is under 15 — the highest elderly share among G7 countries, China and South Korea. [104]

   As of: 2025-10-01 · #

3. Japan's estimated population was 122.65 million on September 1, 2026 (provisional), down 540,000 (0.44%) year over year; foreign residents numbered 3,917,000 on April 1, 2026, up 8.32%. [105]

   As of: 2026-09-01（概算）/ 2026-04-01（確定） · #

4. In MEXT's FY2025 survey of public schools, 54.6% of junior-high third-year students were assessed at CEFR A1 equivalent or above and 52.4% of high-school third-years at A2 equivalent or above, both below the government's 60% targets. The figures include teacher assessments, not only external tests, and do not measure adult proficiency. [106]

   As of: 2026-02-01時点（令和7年度調査、2026-06-18公表） · #

5. Japan ranked 96th of 123 countries and regions in the EF English Proficiency Index 2025, with a score of 446 (global average 488). The index is based on self-selected online test takers and is not a nationally representative measure. Third-party estimate [107]

   As of: EF EPI 2025年版（2025年11月頃公表） · #

Methodology

• We use primary sources first: Japanese government ministries and agencies, the e-Gov statute database, industry associations, Apple and Google's own documentation, and companies' official releases. We distinguish official statistics, company-reported metrics, industry surveys and proprietary estimates, and say when we rely on a republication.
• We save the source text at retrieval and keep the exact supporting passage for each statement. An automated check confirms each passage still appears in the saved source; it does not by itself prove the statement or that the live page is unchanged, so we re-check sources at each update.
• Third-party estimates (for example app-store intelligence firms) are labelled and kept separate from official statistics. We do not reproduce figures that are only available in paid reports.
• Japanese sources are summarised in English by us; the Japanese original is authoritative.
• We used two independent AI-assisted reviews to find possible factual and legal issues, and corrected the page against the primary sources. This does not replace advice from a qualified professional.

What we could not verify

• In the free sources we reviewed, we did not find Japan's domestic market split by console, PC and mobile on a consistent definition, so we do not report one.
• We found no primary source ranking Japan's full-year mobile game spending against all markets including China Android, so we do not call Japan a top-three market.
• Official current Japan user counts for X, Instagram and YouTube were not available from the companies themselves; widely quoted figures trace back to media reports.
• We did not locate a government statement resolving whether disclosing gacha drop rates is a general legal obligation; the Cabinet's 2021 answer addresses misleading representations and industry self-regulation.
• The statutory 8-day withdrawal right for mail-order sales (Act on Specified Commercial Transactions, Art. 15-3) covers goods and specified rights, not service contracts; we found no official interpretation of which category in-game items fall into.
• The Cabinet Order fixing the effective date of the 2026 APPI amendment had not been issued when we checked.
• Whether a game with in-game chat must register or file as a telecommunications business depends on its service structure; MIC's entry manual discusses examples, and we have not assessed any individual game.

How to cite

Our original summaries and compilation are free to reuse, including commercially, under CC BY 4.0: please credit Growth AI and link to this page. Quoted source text, trademarks and third-party materials are not covered and remain subject to their owners' terms.

Found an error or a newer figure? Email [email protected].

Sources

1. Kadokawa ASCII Research Laboratories (角川アスキー総合研究所) “ゲーム業界のデータ年鑑「ファミ通ゲーム白書 2026」発刊（2026-08-06 プレスリリース）” https://group.kadokawa.co.jp/information/promotional_topics/article-15406.html (retrieved 2026-10-12)
2. Kadokawa ASCII Research Laboratories (角川アスキー総合研究所) “ゲーム業界のデータ年鑑「ファミ通ゲーム白書 2025」発刊（2025-08-07 リリースPDF）” https://www.lab-kadokawa.com/release/pdf/384.pdf (retrieved 2026-10-12)
3. Computer Entertainment Supplier's Association (CESA, 一般社団法人コンピュータエンターテインメント協会) “『CESA ゲーム産業レポート2025』発刊（2025-12-15 プレスリリース）” https://www.cesa.or.jp/uploads/2025/release_game_industry_report2025.pdf (retrieved 2026-10-12)
4. Computer Entertainment Supplier's Association (CESA, 一般社団法人コンピュータエンターテインメント協会) “CESA ゲーム産業レポート2025（公式紹介ページ）” https://www.cesa.or.jp/action/industry-research/2025/ (retrieved 2026-10-12)
5. KADOKAWA Game Linkage（ファミ通） “2025年国内家庭用ゲーム市場規模（店頭販売分）は4,181億円 ～「ファミ通」マーケティング速報～” https://www.kadokawa.co.jp/topics/15504 (retrieved 2026-10-12)
6. Kadokawa ASCII Research Laboratories (角川アスキー総合研究所) “『ファミ通モバイルゲーム白書 2026』発刊　米Sensor Towerが全面監修（2026-03-19 PR TIMES）” https://prtimes.jp/main/html/rd/p/000000230.000017610.html (retrieved 2026-10-12)
7. Computer Entertainment Supplier's Association (CESA, 一般社団法人コンピュータエンターテインメント協会) “『CESAゲーム産業レポート2026 プレビュー版』発刊（2026-09-17 プレスリリース）” https://www.cesa.or.jp/uploads/cesa_report_preview_0914.pdf (retrieved 2026-10-12)
8. Sensor Tower “Japan Gaming 2026: The Games, Strategies, and IP Defining a Global Powerhouse (Sensor Tower blog, Sept 2026)” Third-party estimate https://sensortower.com/blog/state-of-japan-gaming-2026 (retrieved 2026-10-12)
9. Sensor Tower “Japan Gaming 2025: How IPs & Live Ops Power an $11B Mobile Market (Sensor Tower blog, Sept 2025)” Third-party estimate https://sensortower.com/blog/state-of-japan-gaming-2025 (retrieved 2026-10-12)
10. Sensor Tower “Top 10 Worldwide Mobile Games By Revenue and Downloads in December 2025 (Sensor Tower blog)” Third-party estimate https://sensortower.com/blog/top-10-worldwide-mobile-games-by-revenue-and-downloads-in-december-2025 (retrieved 2026-10-12)
11. Sensor Tower “State of Mobile 2026 press release (Sensor Tower, 2026-01-21)” Third-party estimate https://sensortower.com/press/press-release-boosted-by-gen-ai-services-consumers-spent-more-money-in-apps-than-games-for-first-time (retrieved 2026-10-12)
12. Japan Online Game Association (JOGA) “JOGA オンラインゲーム市場調査レポート 2026（プレスリリース全文をファミ通.comが転載, 2026-07-09）” Third-party estimate https://www.famitsu.com/article/202607/80926 (retrieved 2026-10-12)
13. Ministry of Internal Affairs and Communications, Japan (総務省) “令和７年通信利用動向調査の結果（概要）” https://www.soumu.go.jp/main_content/001074768.pdf (retrieved 2026-10-12)
14. Ministry of Internal Affairs and Communications, Japan (総務省) “令和７年通信利用動向調査 ポイント（別紙1）” https://www.soumu.go.jp/johotsusintokei/statistics/data/260529_1.pdf (retrieved 2026-10-12)
15. 総務省情報通信政策研究所 “令和7年度情報通信メディアの利用時間と情報行動に関する調査報告書 概要” https://www.soumu.go.jp/main_content/001079136.pdf (retrieved 2026-10-12)
16. 株式会社電通 “2025年 日本の広告費（ニュースリリース 2026-03-05）” https://www.dentsu.co.jp/news/release/2026/0305-011003.html (retrieved 2026-10-12)
17. CARTA HOLDINGS／電通／電通デジタル／セプテーニ（4社共同） “2025年 日本の広告費 インターネット広告媒体費 詳細分析（2026-03-05）” https://www.dentsu.co.jp/news/release/2026/0305-011004.html (retrieved 2026-10-12)
18. LINEヤフー株式会社 “LINE、国内月間利用者数が1億ユーザーを突破（プレスリリース）” https://www.lycorp.co.jp/ja/news/release/020058/ (retrieved 2026-10-12)
19. TikTok（TikTok Japan Newsroom） “TikTok、日本の月間アクティブユーザー数が4,200万を突破！” https://newsroom.tiktok.com/tiktok-mau-4200?lang=ja-JP (retrieved 2026-10-12)
20. X Corp.（総務省「デジタル空間における情報流通の諸課題への対処に関する検討会」資料15-2-2） “資料15-2-2（X社ヒアリング回答）” https://www.soumu.go.jp/main_content/000938665.pdf (retrieved 2026-10-12)
21. Meta（旧Facebook Japan） “Instagramの国内月間アクティブアカウント数が3300万を突破” https://about.fb.com/ja/news/2019/06/japan_maaupdate-2/ (retrieved 2026-10-12)
22. Meta “Threadsの月間アクティブアカウント数が5億を突破、日本でもコミュニティ機能を導入” https://about.fb.com/ja/news/2026/06/meta-launching-new-features-500-million-monthly-threads-users/ (retrieved 2026-10-12)
23. 総務省 “インターネット上の違法・有害情報に対する対応（情報流通プラットフォーム対処法）” https://www.soumu.go.jp/main_sosiki/joho_tsusin/d_syohi/ihoyugai.html (retrieved 2026-10-12)
24. 経済産業省 “2025年のキャッシュレス決済比率を算出しました” https://www.meti.go.jp/press/2025/03/20260331006/20260331006.html (retrieved 2026-10-12)
25. PayPay株式会社 “「PayPay」の登録ユーザーが7,500万人を突破！（2026-08-10）” https://about.paypay.ne.jp/pr/20260810/01/ (retrieved 2026-10-12)
26. Apple Inc. “Payment methods that you can use with your Apple Account - Apple Support” https://support.apple.com/en-us/111741 (retrieved 2026-10-12)
27. Google LLC (Google Play) “Accepted payment methods on Google Play - Japan - Google Play Help” https://support.google.com/googleplay/answer/2651410?hl=en (retrieved 2026-10-12)
28. 公正取引委員会 (Japan Fair Trade Commission) “スマホソフトウェア競争促進法（スマホ法）” https://www.jftc.go.jp/msca/ (retrieved 2026-10-12)
29. 公正取引委員会 (Japan Fair Trade Commission) “スマホソフトウェア競争促進法の下位法令及び指針（概要）（令和７年７月）” https://www.jftc.go.jp/file/kaihourei.pdf (retrieved 2026-10-12)
30. 公正取引委員会 (Japan Fair Trade Commission) “スマートフォンにおいて利用される特定ソフトウェアに係る競争の促進に関する法律の概要” https://www.jftc.go.jp/file/gaiyou01.pdf (retrieved 2026-10-12)
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32. 公正取引委員会 (Japan Fair Trade Commission) “よくある質問（デベロッパの方向け）（令和８年７月27日時点）” https://www.jftc.go.jp/msca/index_yokuarusitumon.html (retrieved 2026-10-12)
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40. Google LLC (Google Play) “Understanding Google Play's lower service fees - Play Console Help” https://support.google.com/googleplay/android-developer/answer/16954621?hl=en (retrieved 2026-10-12)
41. Google LLC (Google Play) “Enrolling in the billing choice program - Play Console Help” https://support.google.com/googleplay/android-developer/answer/17161464?hl=en (retrieved 2026-10-12)
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43. 国税庁 (National Tax Agency) “No.6303 消費税および地方消費税の税率（令和8年4月1日現在法令等）” https://www.nta.go.jp/taxes/shiraberu/taxanswer/shohi/6303.htm (retrieved 2026-10-12)
44. 財務省 (Ministry of Finance) “国境を越えた役務の提供に係る消費税の課税の見直し” https://www.mof.go.jp/tax_policy/summary/consumption/134.htm (retrieved 2026-10-12)
45. 国税庁 (National Tax Agency) “国境を越えた役務の提供に係る消費税の課税関係について” https://www.nta.go.jp/publication/pamph/shohi/cross/01.htm (retrieved 2026-10-12)
46. 国税庁（National Tax Agency） “No.6118 国境を越えた役務の提供に係る消費税の課税関係” https://www.nta.go.jp/taxes/shiraberu/taxanswer/shohi/6118.htm (retrieved 2026-10-12)
47. 国税庁 (National Tax Agency) “No.6568 プラットフォーム課税（令和8年4月1日現在法令等）” https://www.nta.go.jp/taxes/shiraberu/taxanswer/shohi/6568.htm (retrieved 2026-10-12)
48. 国税庁 (National Tax Agency) “D1-74 特定プラットフォーム事業者の指定届出手続” https://www.nta.go.jp/taxes/tetsuzuki/shinsei/annai/hojin/annai/invoice_11.htm (retrieved 2026-10-12)
49. 国税庁 (National Tax Agency) “特定プラットフォーム事業者名簿（令和８年６月10日現在）” https://www.nta.go.jp/publication/pamph/shohi/kazei/pdf/0024010-019.pdf (retrieved 2026-10-12)
50. 国税庁 (National Tax Agency) “消費税のプラットフォーム課税について（令和６年４月）” https://www.nta.go.jp/publication/pamph/shohi/kazei/pdf/0024003-088.pdf (retrieved 2026-10-12)
51. 国税庁 (National Tax Agency) “インボイス制度に関するQ&A 問103－４（令和８年４月改訂）” https://www.nta.go.jp/taxes/shiraberu/zeimokubetsu/shohi/keigenzeiritsu/pdf/qa/103-4.pdf (retrieved 2026-10-12)
52. Consumer Affairs Agency (消費者庁) “懸賞による景品類の提供に関する事項の制限（昭和52年公正取引委員会告示第3号）” https://www.caa.go.jp/policies/policy/representation/fair_labeling/public_notice/pdf/100121premiums_8.pdf (retrieved 2026-10-12)
53. Consumer Affairs Agency (消費者庁) “オンラインゲームの「コンプガチャ」と景品表示法の景品規制について” https://www.caa.go.jp/policies/policy/representation/fair_labeling/guideline/pdf/120518premiums_1.pdf (retrieved 2026-10-12)
54. Consumer Affairs Agency (消費者庁) “「懸賞による景品類の提供に関する事項の制限」の運用基準（平成24年消費者庁長官通達第1号）” https://www.caa.go.jp/policies/policy/representation/fair_labeling/guideline/pdf/120702premiums_1.pdf (retrieved 2026-10-12)
55. Consumer Affairs Agency (消費者庁) “インターネット上の取引と「カード合わせ」に関するQ&A（Q16）” https://www.caa.go.jp/policies/policy/representation/fair_labeling/faq/card/ (retrieved 2026-10-12)
56. Consumer Affairs Agency (消費者庁) “景品規制の概要” https://www.caa.go.jp/policies/policy/representation/fair_labeling/premium_regulation/ (retrieved 2026-10-12)
57. e-Gov法令検索（デジタル庁）／不当景品類及び不当表示防止法 “不当景品類及び不当表示防止法 第5条” https://laws.e-gov.go.jp/api/2/law_data/337AC0000000134?response_format=xml (retrieved 2026-10-12)
58. 消費者庁（Consumer Affairs Agency） “令和５年改正景品表示法（概要）” https://www.caa.go.jp/policies/policy/representation/fair_labeling/assets/representation_cms216_241001_01.pdf (retrieved 2026-10-12)
59. 消費者庁（Consumer Affairs Agency） “景品表示法（法令・ガイドライン等 / 確約手続等を導入する法改正について）” https://www.caa.go.jp/policies/policy/representation/fair_labeling/ (retrieved 2026-10-12)
60. Consumer Affairs Agency (消費者庁) “株式会社gumi及び株式会社スクウェア・エニックスに対する景品表示法に基づく措置命令について” https://www.caa.go.jp/notice/entry/024759/ (retrieved 2026-10-12)
61. 衆議院（内閣答弁書 内閣衆質二〇六第一〇号） “衆議院議員青山大人君提出オンラインゲームをめぐる法規制等に関する質問に対する答弁書” https://www.shugiin.go.jp/Internet/itdb_shitsumon.nsf/html/shitsumon/b206010.htm (retrieved 2026-10-12)
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63. Google LLC “Payments - Play Console Help (Developer Program Policy)” https://support.google.com/googleplay/android-developer/answer/9858738?hl=en (retrieved 2026-10-12)
64. Japan Online Game Association (JOGA) “ランダム型アイテム提供方式を利用したアイテム販売における表示および運営ガイドライン” https://japanonlinegame.org/wp-content/uploads/2024/06/JOGA_declaration_2024.pdf (retrieved 2026-10-12)
65. Computer Entertainment Supplier's Association (CESA) “ネットワークゲームにおけるランダム型アイテム提供方式運営ガイドライン” https://www.cesa.or.jp/assets/pdf/for-stakeholders/release20160427.pdf (retrieved 2026-10-12)
66. Consumer Affairs Agency (消費者庁) “一般消費者が事業者の表示であることを判別することが困難である表示（令和5年内閣府告示第19号）” https://www.caa.go.jp/policies/policy/representation/fair_labeling/public_notice/assets/representation_cms216_230328_07.pdf (retrieved 2026-10-12)
67. Consumer Affairs Agency (消費者庁) “令和5年10月1日からステルスマーケティングは景品表示法違反となります。” https://www.caa.go.jp/policies/policy/representation/fair_labeling/stealth_marketing (retrieved 2026-10-12)
68. Consumer Affairs Agency (消費者庁) “「一般消費者が事業者の表示であることを判別することが困難である表示」の運用基準” https://www.caa.go.jp/policies/policy/representation/fair_labeling/guideline/assets/representation_cms216_230328_03.pdf (retrieved 2026-10-12)
69. Consumer Affairs Agency (消費者庁) “医療法人社団祐真会に対する景品表示法に基づく措置命令について” https://www.caa.go.jp/notice/assets/representation_cms204_240607_01.pdf (retrieved 2026-10-12)
70. Financial Services Agency (金融庁) “日本国内向けに課金があるゲームを配信する場合、ゲーム事業者は資金決済法に基づく届出が必要です！” https://www.fsa.go.jp/common/about/pamphlet/game.pdf (retrieved 2026-10-12)
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73. e-Gov法令検索（デジタル庁）／資金決済に関する法律施行令 “資金決済に関する法律施行令 第6条” https://laws.e-gov.go.jp/api/2/law_data/422CO0000000019?response_format=xml (retrieved 2026-10-12)
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75. e-Gov法令検索（デジタル庁）／民法 “民法 第5条” https://laws.e-gov.go.jp/api/2/law_data/129AC0000000089?response_format=xml (retrieved 2026-10-12)
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77. e-Gov法令検索（デジタル庁）／特定商取引に関する法律 “特定商取引に関する法律 第11条” https://laws.e-gov.go.jp/api/2/law_data/351AC0000000057?response_format=xml (retrieved 2026-10-12)
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88. 個人情報保護委員会事務局 “個人情報保護法等の一部を改正する法律について（令和８年７月）” https://www.ppc.go.jp/files/pdf/260717_kaiseihounitsuite.pdf (retrieved 2026-10-12)
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92. e-Gov法令検索（デジタル庁） “電気通信事業法施行規則 第22条の2の27” https://laws.e-gov.go.jp/api/1/lawdata/360M50001000025 (retrieved 2026-10-12)
93. 総務省 “外部送信規律FAQ 問2-8” https://www.soumu.go.jp/main_sosiki/joho_tsusin/d_syohi/gaibusoushin_kiritsu_00002.html (retrieved 2026-10-12)
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