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Japan Console Gaming Habits: Physical vs. Digital and Genre Trends

According to Cross Marketing’s survey of 1,200 console gamer in June, physical media is alive in Japan:

  • 41% prefer physical, 40% prefer digital, and 19% buy them equally
  • The ratio is slowly drifting toward digital
  • 2025 was a bit of an outlier, possibly due to the NS2 console and PS5 Japan-only model launches
Console Game Purchase Media (Single Answer) Purchase all as digital download versions Purchase both, with digital download being more common Purchase both, equal in roughly proportions Purchase both, with physical package being more common Purchase all as physical package versions n= 2026 Overall (1,200) 20 20 19 16 25 2025 Overall (1,159) 20 23 21 17 19 2024 Overall (1,168) 17 19 22 17 26 2023 Overall (1,070) 11 17 24 18 30 2022 Overall (979) 12 18 26 19 26 (%)

Most played titles by gender and age:

  • Mario Kart is universally played
  • Women regardless of age adore Animal Crossing; the 30s are Pokémon fans
  • Obvious generation gap among men; Minecraft for teens, and Dragon Quest for the 40s-50s
Console Game Titles Played in the Past Year / Top 3 by Gender and Age (Multiple Responses) Men 15-19 years old (n=100) 20s (n=100) 30s (n=100) 40s (n=100) 50s (n=100) 60s (n=100) (%) 1st Minecraft 23 15 Mario Kart World *100 game titles were presented and selected Mario Kart World 17 Dragon Quest 1 I & II Mario Kart 13 World Animal Crossing: 12 New Horizons 2nd Splatoon 3 20 Super Smash Ultimate Bros. 15 Mario Kart 8 Deluxe 16 Dragon Quest VII Reimagined 17 Dragon Quest VII Reimagined 11 Mario Kart World 10 The Legend of Zelda: Breath 8 of the Wild 3rd Super Smash Bros. 20 Ultimate Minecraft 12 Animal Crossing: 15 New Horizons Mario Kart World 16 Dragon Quest 9 I & II Resident Evil Requiem 9 Mario Kart World 8 Women 15-19 years old (n=100) 20s (n=100) 30s (n=100) 40s (n=100) 50s (n=100) 60s (n=100) (%) 1st Animal Crossing: New Horizons Crossing: 45 Animal Crossing: 29 New Horizons Animal Crossing: sing: 29 New Horizons Animal Crossing: sing: 18 New Horizons Animal Crossing: 24 New Horizons Animal Crossing: New Horizons 25 2nd Splatoon 3 28 Tomodachi 13 Life Pokémon Scarlet & Violet 17 Mario Kart 14 World Mario Kart 8 Deluxe 15 The Legend of Zelda: Breath 8 of the Wild 3rd Tomodachi 18 Life Mario Kart 8 Deluxe 13 Pokémon Pokopia 17 Mario Kart 8 Deluxe 12 Mario Kart World 10 Dragon Quest VII Reimagined 8 Mario Kart World 8

Age distribution of genres played is pretty consistent, except:

  • Teens love sandbox and action games, but seldom play turn-based RPGs
  • The 50s-60s are averse to creature battle games (Pokémon was introduced after their gaming formative years)
  • Esports genres are mainly supported by the 30s
Console Game Genres Played in the Past Year (Multiple Responses) Action Game: Highest overall popularity at 34%. It is the most played genre for teenagers (15–19y) and players in their 20s, 30s, and 40s. Sports / Racing Game: Tied for second place overall at 27%. It shows stable interest across the 15–19y, 20s, 30s, and 40s demographics. Sandbox Game: Tied for second place overall at 27%. It is highly popular among teenagers but sees a steady decline as age increases. Action RPG: Holds a 23% overall share, peaking significantly among players in their 20s. Simulation / Strategy Game: Reaches an 18% overall share, with relatively balanced engagement from teens up to players in their 40s. Turn-based RPG: Tied at 18% overall, showing notably higher popularity among players in their 30s and 40s compared to teenagers. Party / Board Game: Captures 11% of the overall market, with its highest peak among players in their 30s. Creature Battle Game: Sits at 10% overall, driven primarily by teenagers and young adults in their 20s. Battle Royale: Holds an 8% overall share, showing a sharp drop-off in interest for players aged 50 and older. FPS (First-Person Shooter): Accounts for 7% overall, maintaining a low but consistent presence from teens through players in their 40s. MOBA (Multiplayer Online Battle Arena): Reaches 5% overall, drawing its small user base almost entirely from players under 40. Fighting Game: The least played genre excerpted at 4% overall, with minimal but flat distribution across most age brackets.

See the rest of the report here.

Related: Physical Switch games still outsold digital in FY26

[Originally posted on 2026-07-24 Pacific Time]