Aoi Matsumoto
Many may not be aware, but Japan, is truly a gambling giant. According to the Central Research Agency, more than 60% of Japanese people aged between 30 and 50 have experienced gambling.
In addition to public gambling such as horse racing, cycling, boat racing, and motorbike racing, Pachinko and slot machines are also popular, and the total population of players is said to be more than eight million.
As a result, amidst COVID-19, when it was difficult to go out even in Japan, there was a rapid increase in gamblers using online services, and so online casinos are now vying intensely to attract these Japanese players.
When attempting to capture the interest of Japanese players, three factors are of particular importance, No deposit Bonuses, Customer & Language Support and Gaming Options.
No Deposit Bonus
The most attractive gambling feature for the typical Japanese player is the presence of a No Deposit Bonus provided at the time of initial casino registration. Because this bonus enables a player to enjoy some trial play without actually depositing, it is viewed as ideal for online casino beginners.
Without an initial No Deposit Bonus, it may be difficult to attract new Japanese players. For the affiliate media as well, the No Deposit Bonus has already been one of the key factors.
Japanese Language Support
Given that few Japanese are fluent in English, providing Japanese language support is essential for success in the Japanese market. In Japanese culture, kindness and politeness of support are highly appreciated, so support provided by actual Japanese people will be a significant advantage.
Gaming Options
Like everywhere else in the world, the selection of games is a concern for Japanese players when they begin playing at casinos. All regions have their local preferences, and Japanese people are very familiar with Pachislot, and Pachislot-style slots are especially popular.
As an example, Win Fast Games provides successful titles like the Hawaiian Dream and Oiran Dream series. Also popular are slot games based on well-known ‘anime’ animations are also popular and, more recently, Pachinko games that can be played online have also been highlighted.
These three factors are essential for success in Japan’s iGaming market. It would be overly optimistic to assume that simply localising an existing online casino into Japanese language will attract Japanese customers. To succeed in this market, it is important to understand Japanese players well, and create content, features and services that cater to their distinctive national characteristics.
Aoi Matsumoto entered European university in 2008 and, during her studies, authored research papers on law, finance and gambling before graduating in 2012. After graduating, she gained experience as an exclusive writer for online casinos. She has now been in the industry for 12 years, delivering information, reviews and unique opinions.
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