Survey on Gaming (2026) - Console Games

This survey covers two areas of gaming (console games and mobile games) and aims to clarify playing behavior, spending, and other aspects in order to capture the game market as a whole. This report covers console games.
Target: men and women aged 15-69 nationwide who play console games at least once a month, in all 47 prefectures of Japan. Sample size: 1,200. Fieldwork period: Wednesday, June 24 - Sunday, June 28, 2026.

◆Click here for the Mobile Games edition
https://www.cross-m.co.jp/en/report/20260722game

Survey Result Topics

Occasions for playing and who people play with

The most common occasions for playing are "when relaxing at home" (58.3%), "when I have nothing to do" (29.4%), and "when I have a substantial amount of free time on days off" (25.8%) overall. Among both men and women aged 15-19, "when I have nothing to do" is high (men aged 15-19: 47.0%; women aged 15-19: 50.0%).

＜Figure 1＞

"Play alone" is the most common way of playing, at 74.2%. By gender and age, "play alone" reaches 90.0% among men in their 60s, higher than any other group. Men aged 20-49 are somewhat more likely to "play with online friends, teams and communities", while among women, online play leads only in their 20s; in their 30s and 40s, "playing in person with real-life friends and family" is slightly higher—a clear gender difference.

＜Figure 2＞

Game genres and gaming devices

The most played genre is "action games" at 33.8%. By gender and age, play rates are highest among men aged 15-19 (46.0%) and women aged 15-19 (44.0%). The second most played genre, "sports / racing games", is high among men in their 30s, with 40.0% playing it. The third most played genre, "sandbox games", has a high play rate among women generally—especially women aged 15-19 (49.0%). The fourth most played genre, "action RPGs", has higher play rates among men in their 30s (34.0%) and 40s (37.0%) than in other age groups.

＜Figure 3＞

The most commonly used gaming device is the "Nintendo Switch" at 40.5%. Next comes "Nintendo Switch 2" at 26.0%, followed by "PC (Windows)" at 23.4% and "PS5" at 18.6%.

＜Figure 4＞

Reasons for playing and what matters when choosing a game

The leading reasons for playing console games are "it is a good way to kill time" (30.1%), "I simply like playing games" (28.4%), "there is a game title or series I like" (24.0%), "it relieves stress" (20.8%), and "I want to enjoy the story" (20.3%). By gender and age, women aged 15-19 tend to have a higher response for the less active reason "it is a good way to kill time" (42.0%) than other groups. Among both men and women in their 60s, "to maintain health and prevent aging" is somewhat higher (men in their 60s: 18.0%; women in their 60s: 13.0%).

＜Figure 5＞

When choosing a console game, "it can be played for a long time" ranks first at 29.8%, followed by "it is a genre I like" (29.1%) and "it is free or inexpensive" (22.1%). Among game titles played in the past year, "Animal Crossing: New Horizons" was the most played title among women aged 15-19. In addition, "Tomodachi Life: Living the Dream" (released in April 2026) and "Pokopia" (released in March 2026) were also popular, indicating that a wider range of games that can be enjoyed for long periods and are popular among women has emerged as a feature of this year's market. Women in their 60s score more than 10 points higher than other groups on "it is free or inexpensive" (33.0%) and "the controls and rules are easy to understand" (29.0%), suggesting a preference for simple, light gameplay.

＜Figure 6＞

Game-related expenses and where games are purchased

Among those who spent money on console games in the past month, "buying games (one-time purchase)" is the most common use at 52.0%. However, "in-game item purchases and gacha" (31.4%), "downloadable content (DLC)" (25.4%), and "subscriptions" (23.3%) show that spending also takes forms other than one-time purchases.

＜Figure 7＞

In terms of where games are purchased, "buy everything as physical packages" is highest at 24.8%, followed by "buy both, but mostly digital downloads" at 20.4%. Combining "everything" and "mostly", downloads account for 40.1% and physical packages for 41.0%, putting the two almost neck and neck. Among both men and women in their 60s, "buy everything as downloads (digital)" is somewhat higher than in other age groups and is the top answer within each group.

＜Figure 8＞

Report Item List

□ Survey design
□ Summary of results
□ Respondent profile

▼ Results (1) Profile of console game players
□ Console game play frequency
□ Play time on weekdays and days off
□ Change in console game play time over the past year
□ Change in console game spending over the past year
□ Media used to gather information about games
□ Media used to share and post information about games

▼ Results (2) Console gaming behaviour and attitudes
□ Occasions when playing console games
□ Who people play console games with
□ Console game titles played in the past year (overall ranks 1-60)
□ Console game titles played in the past year (overall ranks 61-100)
□ Console game titles played in the past year (by gender/age - male)
□ Console game titles played in the past year (by gender/age - female)
□ Genres of console games played in the past year
□ Console gaming devices currently used
□ Console game spending in the past month
□ How last month's console game spending was used
□ Reasons for playing console games
□ What matters when choosing a console game
□ Where console games are purchased
□ [Correspondence analysis] Genres of games played in the past year
□ Gaming Experience & Preferences
□ Gaming Experience & Preferences (Top 3 summary)
□ Disposable money for personal spending (per month)

▼ Reference
□ Cross Marketing's game research services
□ About Cross Marketing