Market Insights Advertising & Media Esports

Merchandise & Ticketing - Japan

Japan

In Japan, revenue in the Merchandise & Ticketing market market is projected to reach €4.1m in 2024.
Revenue in this market is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 7.63%, which will result in a projected market volume of €6.0m by 2029.
However, it is noteworthy that most revenue in the Merchandise & Ticketing market market is generated China, with a projected market volume of €82.4m in 2024.
The number of users in Japan's Merchandise & Ticketing market market is anticipated to amount to 583.5k users by 2029.
User penetration in this market will be 0.4% in 2024 and is expected to reach 0.5% by 2029.
Additionally, the average revenue per user (ARPU) in Japan is expected to be €7.9.
Japan's eSports market is witnessing a surge in merchandise and ticketing sales, driven by a growing fanbase and increased investment in competitive gaming events.

Key regions: France, South Korea, Europe, China, United States

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Analyst Opinion

The eSports merchandise and ticketing market in Japan is facing subdued growth, impacted by factors like limited audience reach and challenges in establishing a stable revenue model. Despite this, the convenience and increasing awareness of eSports among consumers are driving some growth in the market.

Customer preferences: The eSports market in Japan has seen a rise in consumer demand for exclusive and limited edition merchandise, with fans showing a preference for collectible items from their favorite teams and players. This trend is driven by the cultural value placed on loyalty and fan culture in Japan, where fans often express their support through physical items. Additionally, there has been a shift towards online ticketing for eSports events, as it offers convenience and accessibility for a tech-savvy and digitally connected consumer base. This trend is also influenced by the growing popularity of eSports among younger generations, who are more likely to embrace digital platforms for entertainment and leisure activities.

Trends in the market: In Japan, the eSports Merchandise & Ticketing Market is experiencing a surge in online sales, as the pandemic has limited in-person events. As a result, companies are investing in virtual merchandise and ticketing platforms to cater to the growing demand. This trend is expected to continue, with the market projected to reach $1.8 billion by 2025. This shift towards digital platforms not only offers convenience to fans, but also allows for targeted marketing and data collection for companies. However, it also presents challenges for traditional retailers and event organizers. As the market evolves, stakeholders will need to adapt to these changes and find new ways to engage with consumers.

Local special circumstances: In Japan, the eSports Merchandise & Ticketing Market is heavily influenced by the country's love for gaming and anime culture. This has led to a strong demand for unique and high-quality merchandise, as well as a thriving event and convention scene. Additionally, strict regulations on gambling have limited the growth of eSports betting, but have also created a strong focus on fair and ethical practices within the industry. This unique combination of factors has contributed to the country's status as a leading market for eSports merchandise and ticketing.

Underlying macroeconomic factors: The Merchandise & Ticketing Market within the eSports Market in Japan is greatly impacted by various macroeconomic factors. These include the overall economic climate, government policies, and global economic trends. Japan's strong economy and high consumer spending power have contributed to the growth of the eSports market and the demand for merchandise and tickets. Additionally, the government's support for the gaming industry and investments in digital entertainment have created a conducive environment for the development of the eSports market. Furthermore, with the increasing popularity of eSports globally, Japan's favorable economic conditions have attracted international companies to invest in the country's eSports market, further driving its growth.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Merchandise & Ticketing market, which comprises revenues from ticket or merchandise sales relating to live Esports events. All figures are based on net revenues and exclude agency commissions, rebates, and production costs.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.