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.
SEGA SAMMY CREATION INC. proudly announces the first installation of Prosperity Peaks™, the latest addition to their successful Dice series, now live on casino floors in Macau. Building on the proven success of its earlier Dice games, this new title continues the legacy with powerful features and a design tailored for Asian players.
The Asian themed Prosperity Peaks™ retains the fan-favorite Dice Wild and Wild Reels features that have defined the series, while introducing an enhanced Jackpot Bonus that delivers more frequent and rewarding win opportunities. Players will experience the thrill of hitting Jackpots more often, adding extra excitement to every spin.
The company stated today that “The Prosperity Peaks™ Link game is designed uniquely for Asia and it’s highly anticipated when we first showcased in recent gaming shows. We deliberately brings all the elements fun and excitement to promote better entertainment on the gaming floor altogether.”
The initial launch in Macau is just the beginning. Prosperity Peaks™ will also be coming soon to additional properties throughout Macau and extended to other key markets.
The post SEGA SAMMY CREATION Launches “Prosperity Peaks™” in Macau appeared first on European Gaming Industry News.
As cryptocurrency adoption surges worldwide—driven by landmark legislation and growing investor confidence—12BET, continues to lead in embracing digital innovation. Recent U.S. Congressional moves to pass crypto-focused legislation, alongside India’s evolving regulatory stance, mark a global shift towards mainstream acceptance of digital assets.
12BET, a pioneering name in the igaming world since 2007, invites crypto users to experience fast, secure and flexible transactions through its wide range of supported cryptocurrencies. Players can choose from the widely used USD-pegged stablecoin USDT (Tether), Bitcoin (BTC), Ethereum (ETH) and the community-favourite Dogecoin (DOGE). These crypto-friendly payment options ensure seamless access to 12BET’s full entertainment portfolio—meeting the expectations of a new generation of tech-forward players.
“As cryptocurrency continues to reshape how people handle money, we’re proud to give our players modern payment options that reflect our values of fairness and transparency. We’re building a platform that moves in step with global innovation and player-first features,” said Rory Anderson, spokesperson for 12BET.
To celebrate this growing momentum, 12BET is offering all eligible users a spin on their Lucky Wheel, with prizes including an iPhone 16 Pro Max, a 2.5g 999 gold bar and a DJI Osmo Pocket 3—available for a limited time.
This move comes amid growing global crypto adoption, with recent legislative efforts like the GENIUS Act and CLARITY Act in the US, and increased regulatory clarity in markets like India. As the global crypto market surpasses $4 trillion, 12BET is doubling down on its mission to deliver a future-ready, player-first gaming experience.
The post 12BET Goes Crypto with Big Rewards appeared first on European Gaming Industry News.
Executives of tech giants Meta and Google did not depose before the Enforcement Directorate of India (ED) on Monday and have now been given fresh summons for July 28 in a money laundering case linked to promotion of illegal online betting and gambling platforms.
The representatives of the two companies sought deferment of the July 21 summons, saying they need time to collect relevant information and documents before they present themselves for questioning and recording of their statements at the federal probe agency.
The executives have been given a one-week extension and asked to depose on July 28. Once they depose, their statements will be recorded under the Prevention of Money Laundering Act (PMLA).
A Google spokesperson said that the company was “committed to keeping our platforms safe and secure, prohibiting the promotion of illegal gambling ads.”
“We are extending our full support and cooperation to investigating agencies to hold bad actors responsible and keep users safe,” the spokesperson said.
There was no response from Meta.
The federal agency is probing several platforms allegedly hosting illegal betting and gambling links, including instances of advertisements placed for them on various social media outlets and app stores.
The tech giants are understood to have been called by the ED to know how such illegal platforms can place ads on their portals.
Some actors, celebrities and sports persons are also under the scanner of the agency in these cases, and are expected to depose.
The ED has claimed illegal online betting and gambling platforms cheated people of their hard-earned money, and also laundered and evaded paying taxes of up to several crores of rupees.
Google said its “continuous AI advancements, complemented by human expertise, ensure all ads on our surfaces comply with local laws and our strict ad policies, and protect users from evolving threats.”
“Last year alone, we removed 247.4 million ads and suspended 2.9 million advertiser accounts in India,” the firm said.
The ED is investigating more than a dozen cases linked to illegal gambling and betting platforms across the country, including the Mahadev Online Book (MOB) app, whose main promoters hail from Chhattisgarh.
The post Enforcement Directorate of India Issues Fresh Summons to Meta, Google in Online Betting Probe appeared first on European Gaming Industry News.
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