Tokyo Gaming Safari

Wanting to understand the gaming market in Japan, a world-wide well known internet search company sought to explore the different gaming outlets available to Japanese consumers, as well as usage preferences.

Our Work

  • Desk research to outline the key gaming areas, (i.e., Akihabara, Nakano, Ikebukuro) to inform the planning of the safari in consultation with the client

  • An 8-hr guided immersion tour to selected gaming outlets, including arcades, e-sports cafés, and electronic stores

  • In addition to observation, we interviewed shop clerks, customers, and gamers at the arcade

The Outcome

  • The team left with a new perspective and understanding of the vast competition that lies within the bustling city of Tokyo, as well as the very real differences in the Japanese gaming market

Let's Talk