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Why gaming companies should advertise on Yahoo! JAPAN

If you are considering advertising online in Japan, Yahoo! JAPAN has probably come up in your research. One of Japan’s most popular sites, Yahoo! JAPAN is a ubiquitous part of Japanese society. The rise in gaming, both on PC and mobile, combined with Yahoo! JAPAN’s reach makes them a match made in heaven for marketers. Read on for a brief overview of Japan’s gaming industry and Yahoo! JAPAN, as well as the benefits of advertising on it. 

An overview of Japan’s gaming industry

Japan’s gaming industry is the third-largest globally, just behind China and the US. According to Statista, user penetration will be 62.8% by the end of 2022, and is predicted to reach 69.8% by 2026. Mobile games take up the largest segment with a market volume of US$14,881m in 2022. 

According to DataReportal’s Digital 2022 Report, Japanese people use game consoles for an average of 30 minutes per day. 31.1% of internet users aged 16-64 also said that gaming is the primary reason for using the internet, and 21.1% of internet users watch video game content each week. In terms of devices, 86.9% of users play games on either their smartphone or PC (52.9% on smartphones, 34% on laptops or desktops). 

For more information on Japan’s gaming industry, please refer to our article here

About Yahoo! JAPAN 

Yahoo! JAPAN is Japan’s largest web portal, with 84 billion monthly page views. It is also the main competitor of Google in terms of search engine market share, with nearly 17% of the market share as of March 2022. It should also be noted that it is separate from Yahoo, which Apollo Global Management, Inc owns. Instead, Yahoo! JAPAN is a subsidiary of SoftBank Corp. and is specifically made for the Japanese audience. It has over 100 services, including mobile apps such as Yahoo News, Yahoo Shopping, and Yahoo Navigation. 

For more on Yahoo! JAPAN and Japan’s PPC market, you can read our article here

Benefits of advertising on Yahoo! JAPAN

There are many reasons why gaming companies should advertise on Yahoo! JAPAN. The first is Yahoo! JAPAN’s pure reach and market share. With 84 billion monthly page views, it is said to be the most valuable media spot in Japan and ranks as the highest monthly views of any site in Japan. It also reaches 80% of smartphone users, with 70 million monthly active users on mobile. In 2021, it merged with LINE, Japan’s most popular messaging app, further increasing its reach. The total number of monthly active users across both platforms is about 170 million. 

From Yahoo! JAPAN Media Guide (March 2022)

Its trustworthiness among Japanese consumers is another big reason. In particular, Japanese teens and those in their 20s say that it is trustworthy, while females in their 30s believe they would “be in trouble without it”. Its search engine is also localized and specifically tailored to the Japanese market. Thus, by advertising on Yahoo! JAPAN, you are showing your understanding of the Japanese consumer and meeting them where they are. 

Its users are another big advantage for gaming businesses. As mentioned, it has 84 million monthly active users, which is about 84% of total internet users in Japan. The site reaches users across the nation, from Hokkaido to Okinawa. People use it at multiple different times of day– while commuting to work, for killing time, when eating meals, or when watching TV. 

Its audience also skews a bit heavier to the male population– 52% of its users are male, and 48% are female. Among its male users, many of them, particularly those in their teens and 30s are interested in sports and games. Among its female users, many of those in their 30s also enjoy playing games. 

For a detailed guide on how to advertise on Yahoo! JAPAN, please refer to our article here
If you need help setting up ad accounts or managing Yahoo! JAPAN ad campaigns, DFMA’s team of bilingual Japanese digital marketers is ready to support you with our ad management services. We also provide support for LINE Ads, SEO, social media marketing and more. Contact us to learn more and start your digital advertising journey.

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