There are many aspects to consider when localizing your app, such as language, media, channels, target user, and communication methods. However, one of the challenges in entering the market is the promotion method. In recent years, not only Japanese domestic but also many overseas gaming apps have entered the Japanese game market thus increasing their market value. In particular, the online gaming application market is worth 1.3164 trillion Japanese yen (≒12 billion USD) in 2020, an increase of 8.4% over the previous year, and accounts for 2/3 of the whole game market in Japan.

Japan is the third largest game market in the world, after China and the United States.