Consumer Game Play Rates: Men Favor 'Mario Kart' and 'Dragon Quest' Remakes, Women Prefer 'Animal Crossing' Plus 'Tomodachi Collection' and 'Pocco a Pokemon'

Cross Marketing Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; President and CEO: Mikito Igarashi) conducted the 'Game-Related Survey (2026) – Consumer Game Edition' in June 2026, targeting 1,200 men and women aged 15–69 nationwide who play consumer games at least once a month. While sequels and remakes of established game series continue to attract attention, many new original titles have also emerged, gaining popularity across a wide range of generations. This survey focused on play frequency, changes in playtime and spending compared to one year ago, game titles and genres played, game-related expenses, and game purchase platforms.

Survey Results

【Play Frequency, Time, and Spending】

Among those who enjoy consumer games at least once a month, 30% play 'every day,' and 21% play 'every 2–3 days,' meaning 51% play frequently. The 2026 play frequency is slightly lower than in previous years.

Regarding playtime compared to one year ago, 49% said 'no change,' 28% said 'increased,' and 23% said 'decreased'—the highest percentage ever recorded. Regarding spending changes, 60% reported 'no change' compared to one year ago, while 22% said 'increased.'

【Game Titles and Genres】

In the past year, popular game titles varied by gender and age. Among males aged 15–19 and males in their 20s, 'Minecraft' was popular. Males aged 20–60 favored 'Mario Kart World,' and males aged 40–60 showed strong preference for the two remakes of 'Dragon Quest,' both ranking within the top three. 'Animal Crossing: New Horizons' ranked first among males aged 60 and all female age groups. Among females aged 15–19 and 20s, 'Tomodachi Collection: Fun Life' was popular, while females in their 30s favored 'Pocco a Pokemon,' a recently released title that ranked highly.

When analyzing game genres based on titles played, the top five were: 'Action Games (e.g., Splatoon 3)' at 34%, 'Sports/Racing Games (e.g., Mario Kart World, Mario Kart 8 Deluxe)' and 'Sandbox Games (e.g., Animal Crossing: New Horizons)' at 27%, 'Action RPGs (e.g., The Legend of Zelda: Tears of the Kingdom)' at 23%, and 'Simulation Games (e.g., Pocco a Pokemon, Tomodachi Collection: Fun Life)' at 18%. Play rates for 'Action Games' and 'Sandbox Games' among those aged 15–19, and 'Action Games' among those in their 30s, were particularly high, reaching the 40% range.

【Game-Related Expenses and Purchase Platforms】

In the past month, the top game-related expenses were 'purchasing game software (one-time purchase)' at 52%, 'in-game item purchases and gacha' at 31%, and 'downloadable content (DLC)' at 25%.

When purchasing games, 'digital downloads' and 'physical package purchases' are nearly equal in popularity. The proportion of people who 'buy roughly half digital and half physical' has been shrinking year by year.

Report Outline

□ Demographic Questions (Gender/Age/Residence/Marital Status/Children/Profession)

□ Summary of Survey Results

▼ Survey Results

▼ Profile of Consumer Game Players

□ Game Play Frequency

□ Game Play Time on Weekdays and Holidays

□ Changes in Time and Spending on Games Over the Past Year

□ Media for Gathering Game-Related Information / Media for Sharing and Posting Information

▼ Actual Game Play Behavior and Player Awareness

□ Scenarios and Companions for Game Play

□ Game Titles and Genres Played in the Past Year

□ Current Game Play Devices in Use

□ Monthly Spending (Game Purchases/In-Game Purchases/Subscriptions) and Spending Purposes

□ Reasons for Playing Games

□ Key Factors When Choosing Games

□ Purchase Platforms

□ Correspondence Analysis of Game Genres

□ Personal Game Experience and Awareness

□ Monthly Disposable Income

▼ Reference Materials

□ About the Game Research Service

◆ Download the Report Here

https://www.cross-m.co.jp/report/20260714game

Survey Overview

Survey Method: Internet Research

Survey Region: All 47 prefectures nationwide

Target: Men and women aged 15–69 who play consumer games at least once a month

Survey Period: 2021: August 6 (Fri) – 9 (Mon) 2022: July 1 (Fri) – 3 (Sun) 2023: July 7 (Fri) – 10 (Mon) 2024: June 28 (Fri) – July 2 (Tue) 2025: June 27 (Fri) – July 3 (Thu) 2026: June 24 (Wed) – 28 (Sun)

Valid Responses: 2021: 556 samples 2022: 979 samples 2023: 1,070 samples 2024: 1,168 samples 2025: 1,159 samples 2026: 1,200 samples

*Due to rounding, percentages may not total exactly 100%

Company Overview

Company Name: Cross Marketing Co., Ltd. https://www.cross-m.co.jp/

Headquarters: 24F, Tokyo Opera City Tower, 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo

Established: April 1, 2003

Representative: President and CEO Mikito Igarashi

Business: Marketing research services and consultation related to marketing and research

【Media Inquiries】

Public Relations Contact: Marketing Department, Cross Marketing Co., Ltd.

TEL: 03-6859-1192 FAX: 03-6859-2275

E-mail: [email protected]

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