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Navigating Japan’s Evolving iGaming Landscape: Insights and Predictions with Sachiko West

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Current State of the Market (2024)

How would you describe the current state of the iGaming market in Japan in 2024? Have there been any significant milestones or shifts this year?

Despite the uncertainty of how the future Police campaigns will change the iGaming landscape in Japan, the number of online casino users including sports bettors seems to be growing steadily, and more online casinos are entering the Japanese market.   One thing in common within the industry is that companies no longer hire anyone based in Japan for the Japanese market.   

What are the most popular types of games or gambling activities among Japanese players right now?

Social casino games are on the up. Besides Pachinko-type slots, Plinko, Crash and Hi-Lo are increasingly popular among casino players.

How has the regulatory environment evolved in 2024? Have there been any notable changes that impacted operators or consumers?

In 2024, the Japanese Police arrested more people than the previous years in relation to use of online casinos. Streamers have become a clear target as well as payment providers based in Japan.  Encouraged by the current Prime Minister’s support, the Police declared in August that they would investigate more iGaming affiliates and online casino operators even outside Japan.  The Police made over 100 arrests so far in 2024 in relation to use of online casinos.  

With more risks associated with promoting online casinos, streamers command higher fees than ever.  Some YouTubers are migrating to other platforms trying to avoid detection by the Police.   

What role has mobile gaming played in shaping the iGaming market in Japan, and how does it compare to desktop or other platforms?

Japan is a mobile market. Over 70% of players play on a mobile phone. As they are also technology-driven people, the usability of the casino platform on mobile phones could be the key to acquire and retain players. Those operators who study the Japanese mobile players’ behaviour and preferences would have enjoyed better results in both casino and sports betting in 2024.      

Have advancements in technology, such as blockchain or virtual reality, been widely adopted in Japan’s iGaming sector?

More and more people are shifting to using cryptocurrency when they play online casinos. The demographics of crypt users are also wider in Japan. User age could be up to 60. 

 

Challenges and Opportunities

What do you see as the biggest challenges currently facing operators and other stakeholders in the Japanese market?

Japan is an affiliate-driven market. The affiliate/ streamer costs are expected to increase as the risks increase.  As direct marketing i.e. through local media is limited, boosting brand awareness can be tricky. You have to come up with creative ideas and catch the right moment. 

With increasing competition from both local and international operators, how are companies differentiating themselves to attract Japanese players?

To start with, operators tend to hire native Japanese speakers to make sure the site is fully localized and to meet the needs of Japanese users. Then the branding. They also tend to offer bonuses and promotions that are appealing to Japanese users.  

Are there any notable examples of successful partnerships between operators and local entities or institutions in Japan?

Live streaming providers and fighting event organisers are known to work with operators well.

How do you think offshore and unlicensed operators affect the market landscape and trust among consumers?

Not many unlicensed operators are known or promoted in the Japanese market. 

 

Looking Ahead to 2025

What key trends or developments do you expect to emerge in Japan’s iGaming market in 2025?

More new Japanese players via social media would play at online casinos in 2025.  More deposits will be made in cryptocurrency.

Are there specific regulatory reforms or discussions that might significantly impact the market next year?

The Police investigation efforts might impact the market, depending on who is involved and when they happen.

With the market’s growth, do you foresee new entrants, both local and international, establishing a foothold in Japan?

I expect to see more newcomers in the Japanese market, as they have room for growth.  Having said that, they might struggle in the competition unless they have strong branding and region-specific strategies.   

How important is localization for operators planning to enter or expand in the Japanese iGaming market? What should they prioritize?

It is extremely important to have the site fully localized. It is the top priority.  Some affiliates don’t even work with you unless your site is fully localized and provides good Japanese customer support. 

What technological innovations do you believe will drive growth in the iGaming sector in Japan in 2025?

Any functionality that brings about a community feel and better usability for users. 

Insights and Predictions

Do you think Japan will ever move towards a more unified or liberal regulatory framework for online gambling? If so, what might catalyze this change?

Land casinos have been legalized and one is expected to be built in Osaka by 2030. Unfortunately, there is no sign of this new move being extended to online gambling in the near future. The government is opposed to it.

What advice would you give to iGaming companies looking to launch in Japan or expand their presence in 2025?

Look out for any new on the Police investigations on operators based outside Japan and any arrest of affiliates. You make sure to have native Japanese speakers to oversee the latest developments.  

How do you see Japanese consumers’ preferences evolving in terms of gameplay, payment systems, and interaction with platforms?

Players always liked everything fast, but now they like it faster.  Expectation of faster service in payments, game loading, support’s response, etc is higher than ever. 

They also tend to like the feeling of ‘belonging’ whether as in VIP, community chat, player-to player activities. 

Broader Market Perspectives

Lastly, what excites you the most about the future of iGaming in Japan?

As Japanese people are more familiar with international sporting events with live streaming services, I believe that the sports betting market will grow in the future.  There have been talks within the government to legalize sports betting, too.  

The post Navigating Japan’s Evolving iGaming Landscape: Insights and Predictions with Sachiko West appeared first on European Gaming Industry News.

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KONAMI Teams Up with Sunil Chhetri to Celebrate Diwali with Exclusive eFootball™ Content and National Tournament

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Konami Digital Entertainment B.V. (KONAMI) today announced a historic collaboration with Indian football legend Sunil Chhetri, bringing his exclusive player card and avatar to eFootball™. Launched today, 9th October, the move is timed with the celebration of Diwali, marking a milestone moment for Indian fans. Adding to the celebrations, Konami also unveils the Diwali Cup, a national level eFootball™ tournament with a ₹1 Lakh prize pool, allowing fans a chance to celebrate one of the country’s most festive seasons and also play as a national icon.

Registrations for the tournament are now open via the eFootball™ India Discord server, closing on 16th October Matches commence between October 16 to 30, with top performers and the winner able to secure an opportunity to meet celebrity guests such as Sunil Chhetri, KL Rahul, Nitish Kumar Reddy, Focused Indian and Ahan Shetty at the exclusive event in Mumbai this December. The Diwali Cup is designed to blend competition with festivity, giving fans a chance to celebrate the season on and off the virtual pitch.

To further embrace the spirit of Diwali, the brand will also introduce a special in-game ‘Diwali Campaign’ From themed jerseys and firework goal effects to celebratory profile banners, these exclusive design elements aim to bring an Indian cultural flavor into the game. Ensuring fans can experience both the festival and the beautiful game in a unique way. Additionally, fans can look forward to obtaining the Sunil Chhetri Starter Set on sale from November onwards.

Speaking about the launch, Junichi Taya, eFootball™ General Producer at KONAMI, said: “India has an incredible passion for football, and Sunil Chhetri stands as a true symbol of that spirit. We are honored to celebrate his career with this special in-game card. Additionally, as we look to build a stronger presence in the sub-continent, we are seeking to embrace localized activations, and this aligns with our vision perfectly. This collaboration reflects our long-term commitment to Indian fans as we look forward to seeing them celebrate both their hero and their festival inside eFootball™.”

With over two decades of international football, Sunil Chhetri’s arrival in eFootball™ marks a new chapter in honoring his legacy. For fans across India, the launch is aimed to be a celebration of national pride, passion, and the growing power of Indian football. As KONAMI pushes ahead to deliver meaningful, localized experiences across the subcontinent, the brand seeks to ensure Indian fans remain at the heart of eFootball™.

The post KONAMI Teams Up with Sunil Chhetri to Celebrate Diwali with Exclusive eFootball™ Content and National Tournament appeared first on European Gaming Industry News.

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EU9 Expands Southeast Asia Presence with New Regional Partnerships in 2025

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EU9 online casino, one of Southeast Asia’s most trusted online gaming platforms, has announced an exciting expansion, solidifying its presence across Malaysia, Singapore, Thailand and Vietnam. By forging new regional partnerships, EU9 is poised to provide players with enhanced gaming experiences, while ensuring the platform remains the most trusted online casino in Malaysia and beyond.

As part of its expansion efforts, EU9 has partnered with some of the most reputable names in the gaming industry, including Pragmatic Play, Evolution Gaming and Microgaming. These partnerships will enable EU9 to offer an even broader range of high-quality casino games and slot titles, making it the premier destination for online gaming enthusiasts. The brand’s collaboration with local payment providers will also streamline regional payment options, ensuring seamless deposits and withdrawals for players across Southeast Asia.

“We are thrilled to bring even more exciting gaming options to our users in the region. This expansion is a significant step in our journey to provide players with not just games, but a comprehensive, secure, and enjoyable online gaming experience,” said a spokesperson for EU9.

Security has always been a cornerstone of EU9’s operations, and with the launch of its expanded services, the platform is introducing enhanced bank-grade encryption, multi-factor authentication and real-time fraud monitoring. These state-of-the-art features ensure that EU9 continues to be the most trusted online casino in Malaysia, offering players peace of mind that their data and financial transactions are protected.

The platform’s transparent operations, certified random number generators (RNGs), and clear payout reports underscore EU9’s dedication to fairness and integrity, setting the bar for competitors in the region.

Understanding the mobile-first nature of Southeast Asia, EU9’s expansion includes the optimisation of its platform for both Android and iOS users. The brand’s seamless mobile interface ensures that players can enjoy high-quality gaming experiences with minimal data consumption and quick load times. With 24/7 live chat support and localised payment systems, EU9 continues to focus on delivering a tailored experience for players across Southeast Asia.

“We’re committed to ensuring that our players enjoy uninterrupted gameplay on the go. Our new partnerships and mobile optimization will make it easier than ever for players to engage with EU9 wherever they are,” said the spokesperson.

The post EU9 Expands Southeast Asia Presence with New Regional Partnerships in 2025 appeared first on European Gaming Industry News.

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Indian Government Releases Draft Rules for Online Gaming Act 2025

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The Indian Ministry of Electronics and Information Technology (MeitY) has released draft rules for the Promotion and Regulation of Online Gaming Act, 2025, which was introduced back in August.

The draft outlines how online games will be classified and registered, what formats are permitted, and the powers of the proposed Online Gaming Authority of India. It also specifies how registrations can be suspended or cancelled, how grievances will be addressed, and what penalties will apply for violations.

The ministry has invited public feedback on the draft, asking stakeholders to send comments on each rule by October 31.

The Act aims to draw a clear line between gaming and gambling. Passed in August, it bans online money games while supporting esports and “social gaming” (regular video games) as legitimate forms of entertainment.

Introduced by Union IT Minister Ashwini Vaishnaw on August 20 in the Lok Sabha, the Bill cleared the Rajya Sabha the next day and received presidential assent by August 22.

Prime Minister Narendra Modi called it a “major decision,” saying, “Gaming is not bad, gambling is. They call it gaming, but it becomes gambling.” He added that India should strengthen its global position in gaming and capture a larger share of the market.

The post Indian Government Releases Draft Rules for Online Gaming Act 2025 appeared first on European Gaming Industry News.

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