Asia
Navigating Japan’s Evolving iGaming Landscape: Insights and Predictions with Sachiko West
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.
Asia
GRA Renews Singapore Pools Licence for Five-year Term
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The Gambling Regulatory Authority (GRA) has renewed the licence of Singapore Pools (Private) Limited (Singapore Pools) to conduct betting operations, gaming and lotteries under Section 54 of the Gambling Control Act 2022 (GCA). The tenure for the licence will be five years with effect from 25 October 2025, following GRA’s assessment that Singapore Pools has fulfilled the requirements under Section 54 the GCA.
The post GRA Renews Singapore Pools Licence for Five-year Term appeared first on European Gaming Industry News.
Arnold Hur
Thirteen Leading Universities Partner with Gen.G for its Practicum Abroad Programme to Prepare Students in Seoul for Esports Careers
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Global esports and gaming organisation Gen.G announced that it has partnered with thirteen distinguished universities across the US to participate in the Gen.G Practicum Abroad programme, which offers students the opportunity to take part in an intensive, three-week programme to study in the heart of the esports industry in Seoul, South Korea.
The thirteen institutions are: Conestoga College, Augustana University, Buena Vista University, Illinois College, Manchester University, Seton Hall University, Shenandoah University, Syracuse University, St. Thomas University, University of Kansas, Maharishi International University, Randolph-Macon College and University of Hawai’i.
“This is our most ambitious program since the launch of our Gen.G Practicum Abroad program, bringing together some of the best universities in the country to expand their educational programs on campus. The students will be fully immersed in Korea with hands-on experiences to give them a 360-degree view of the esports industry,” said Arnold Hur, CEO of Gen.G.
Gen.G professionals will lead the Gen.G Practicum Abroad programme, which includes custom esports programming, mentorship by industry professionals, special lectures, industry “lunch-and-learns,” and professional networking, all while immersing students in Korean culture and its history in esports. Students will also visit competitive organisations and gaming publisher studios.
The post Thirteen Leading Universities Partner with Gen.G for its Practicum Abroad Programme to Prepare Students in Seoul for Esports Careers appeared first on European Gaming Industry News.
Asia
PAGCOR Enforces Accreditation for All iGaming Service Providers by 2026
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The Philippine Amusement and Gaming Corporation (PAGCOR) has given gaming affiliates, developers and support service providers until early 2026 to comply with its newly implemented B2B Accreditation Framework, a regulatory system that formalises participation in the iGaming supply chain.
Companies that submit applications by December 31, 2025, will qualify for a three-year initial accreditation, while unaccredited foreign content providers face removal from licensed platforms after March 31, 2026.
The framework, which took effect on October 2, sets mandatory accreditation requirements for all third-party entities providing gaming content, systems or technical support to PAGCOR-licensed operators.
Accreditation covers several categories, including gaming affiliates, game content providers (GCPs) and support service providers (SSPs). Gaming affiliates may act as aggregators that distribute multiple game titles to operators, while GCPs are developers or studios supplying electronic game software or live-streamed content.
Accreditation is valid for two years from the date of PAGCOR Board approval, an increase from the previous one-year term.
Foreign data or content streaming providers that fail to secure accreditation by the March 2026 deadline will have their content deemed “non-compliant and unauthorized.” They may appoint a Philippine-registered company or a PAGCOR-accredited Gaming System Administrator as their exclusive distributor instead of setting up a local office.
PAGCOR has warned that licensed operators using unaccredited service providers may face sanctions.
The post PAGCOR Enforces Accreditation for All iGaming Service Providers by 2026 appeared first on European Gaming Industry News.
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