Last Updated: 24 november 2025
Japan is not a market for international iGaming operators in the traditional sense. It is a closed, highly regulated system with strong state control. Legal gambling exists within strictly defined boundaries (pachinko, pari-mutuel betting on four types of sports), while entering the market through integrated resorts involves enormous bureaucratic and financial barriers as well as public resistance.
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Why Is Japan a Trendy Market for iGaming?
For media buyers and affiliates, the Japanese market is becoming increasingly interesting for several reasons.
Firstly, the country itself is one of the largest economies with high per capita income, developed internet infrastructure, and high smartphone penetration.
Secondly, despite strict regulations, there is a significant “grey” or illegal flow of traffic and bets, which shows that demand exists and is growing. For example: in 2024, the volume of bets placed by Japanese residents via overseas websites is estimated at approximately ¥6.45 trillion ($44 billion).
Thirdly, the regulator is beginning to respond more actively: laws are being tightened, blockings implemented, monitoring of online casino sites, advertising, etc. Thus, the market is “in motion,” new opportunities and risks emerge.
Advantages of Japan for Casino and Bookmaker Media Buying
- High ARPU (Average Revenue Per User) — according to some estimates, an average Japanese online player spends about $600+ per year.
- Mobile audience and high internet/smartphone penetration mean that mobile channel media buying makes sense.
- Relatively limited legality of many forms of gambling creates a niche where fresh ideas, channels, and adaptation to the Japanese market can provide advantages.
- New regulatory changes create entry windows — it’s important to be quick and flexible.
The 3S.INFO review will be interesting for operators, affiliates, and everyone in the iGaming industry. It’s crucial for media buyers to know what the situation is with the laws, what tools for earning exist, and what risks are involved. Operators need to understand how to adapt to the Japanese market: audience, payments, marketing, regulation. This market isn’t as straightforward as an “open” European jurisdiction, but that’s precisely why (with less competition and higher barriers) it may offer higher margins.
How Is Gambling Regulated in Japan?
In Japan, most forms of gambling are prohibited under general provisions. According to Article 185 of the Penal Code of Japan (Act No. 45 of April 24, 1907), playing games of chance incurs penalties: “A person who plays a game of chance shall be punished by fine or detention.”
However, exceptions are made for so-called “public sports” (betting on horse racing, bicycle races, motorboats), lotteries, and pachinko.
In 2018, the law on the development of integrated resorts (IR) was adopted, lobbying for the establishment of legal casino zones in the country.
Formally, operating online casinos or bookmaking websites offering services to Japanese residents is either banned or falls into a grey area. For instance, a new amendment to the Basic Act on Measures Against Gambling and Other Addictions introduced clear recognition of the illegality of online casino operations and advertisements targeting Japanese citizens.
Regulatory Bodies:
- Since the legality of online casinos and most bookmaking activities for the Japanese market has not yet been officially established, there is currently no traditional licensing authority for online operators.
- National Police Agency (NPA) — conducts investigations into the activities of illegal websites.
- Ministry of Internal Affairs and Communications (MIC) — participates in preparing technical website blocks.
- Casino Administration Committee — created to oversee IR operators.
Public Sports Competitions are regulated by different ministries:
- Horse Racing (Keiba): Ministry of Agriculture, Forestry and Fisheries (Norin Suisan-shō) — for national races. Local authorities — for prefectural-level races.
- Cycling (Keirin): Ministry of Economy, Trade and Industry (Keizai Sangyō-shō).
- Motorcycle Racing (Ōtoresu): Ministry of Economy, Trade and Industry.
- Motorboat Racing (Kyōtei): Ministry of Land, Infrastructure, Transport and Tourism (Kokudo Kōtsū-shō).
Japan’s Criminal Code (Chapter 23) prohibits gambling. However, there is an important exception for games considered “games of luck” (yūgi) rather than “gambling” (tobaku). Pachinko and Pachislot fall into this grey area. They are regulated as entertainment establishments, not gambling venues. Regulation is carried out by the National Public Safety Commission (Kokka Kōan Iinkai) and local police departments. Prizes are won in the form of souvenirs, which can then be exchanged for money at a separate location, technically circumventing the law.
- What is Panchiko Game? Pachinko & Pachislo are hybrid arcade and gambling machines. The prizes are not money, but special balls or tokens that can later be exchanged for gifts within the same hall. This complex scheme allows bypassing the direct ban on monetary stakes. Pachinko is a huge industry deeply integrated into Japanese culture.
Since official online gambling and betting are prohibited in Japan, there is no official list of licensed operators.
According to data from the analytical service Blask (November 2025), the top 10 popular iGaming brands include:
- Stake;
- Vera John Casino;
- Yuugado;
- Eldoah;
- BeeBet;
- KoniBet;
- Bons;
- SportsBet.io;
- 1xBet;
- K8.
For players: Official participation in illegal platforms potentially carries liability, along with possible internal fees. For example: placing bets through foreign websites could result in fines up to ¥500,000 or imprisonment for up to three years.
How Are Illegal Casino and Betting Websites Blocked?
Currently, measures against the grey market are actively being implemented in Japan:
- Domain blocking, website blocking, app removal. For example, MIC considers blocking access to online casino websites.
- Tightening of advertising rules: since 2025, it has been forbidden to advertise online casinos and offer access to Japanese users, even if the site is licensed abroad.
- Sanctions for operators and users: fines and even imprisonment.
- Monitoring and cooperation with foreign jurisdictions to identify illegal platforms.
On 3S.INFO, you’ll find an in-depth analysis of the Asian betting and iGaming markets. In the article titled “Top Bookmakers in Asia,” we explore growth rates and legal specificities across various countries. Learn about leading regional bookmakers, their strengths, unique offers, and areas of presence. Additionally, the potential of the market, potential threats, and the necessity of adapting services to meet local user needs are analyzed.
iGaming in Japan: General Characteristics of the Market and Audience
Japan is an island nation located in East Asia, with a population of approximately 125 million people.
Official language: Japanese. Only a portion of the population speaks English. Therefore, localization into Japanese and cultural adaptation will be necessary for iGaming marketing efforts.
Official currency: Japanese Yen (¥).
Internet penetration and smartphones: Japan is a digitally advanced country with widespread use of mobile phones and smartphones, making mobile marketing and media buying viable strategies.
Major cities: Tokyo, Osaka, Nagoya, among others.
Target Audience Characteristics: Users of iGaming Sites
Despite formal bans, actual usage of foreign websites by Japanese individuals demonstrates a substantial volume and interest in online gaming and betting.
Who Gambles in Japan?
According to research conducted by Japan’s National Police Agency (NPA): Approximately 3.37 million people (about 3% of the population) used offshore online casinos in Japan as of 2024, with total wagers amounting to around ¥1.24 trillion.
Industry reviews indicate that male audiences dominate. For example, the “TGM Sports Betting Survey” noted that 9.04% of the population participated in sports betting over the past 12 months.
According to data from the analytical service Blask (November 2025):
- Main age group of players (40%) – aged between 44 to 54 years old and between 25 to 34 years old (25%).
- Most have completed university education – 40%.
- Most are salaried employees working for specific remuneration – 60%.
Top 10 Casino Games in Japan (according to Blask, November 2025)
- Sweet Bonanza 1000;
- Gates of Olympus 1000;
- Sugar Rush 1000;
- Gates of Olympus;
- Sugar Rush;
- Gates of Olympus Super Scatter;
- Starlight Princess;
- Roulette European;
- Aviator;
- American Baccarat Zero Commission.
Popular Sports Games and What People Bet On
Popular Sports and Bets in Japan
| Sport Type | Commentary and Features | Notes for Media Buyers/Affiliates |
| Horse Racing | One of the largest legal betting markets in Japan. | It can be used in promotional campaigns, especially focusing on “traditional” betting formats; however, legally, they only operate with select authorized operators within the country. |
| Cycling (keirin) | One of the permitted government-run public betting categories. | Affiliates should note that the audience tends to prefer localized formats. |
| Motor Boating/Motorcycling/Car Racing | Also included among narrowly allowed public betting options. | The vertical may be niche-specific, but it comes with potentially less competitive surroundings. |
| Baseball | Most popular team sport among Japanese fans; audiences follow both domestic leagues and MLB. | For media buying purposes: there’s interest in overseas sites offering baseball betting, particularly when involving Japanese players/teams. |
| Football | Popularity is increasing, with Japanese audiences following international leagues (such as the EPL) and the national team. | Football betting vertical is matured, facing competition, but still open to niches such as Asian markets, live betting, combined offers. |
| Basketball | Considered a growing segment in betting. | Suitable for cross-channel approaches: e.g., esports + basketball, live betting. |
| Sumo | Traditional sport with cultural significance, also featured in online betting. | Localized creative content using Japanese cultural context can work effectively. |
| Esports | Although fewer detailed statistics available, noted as a growing vertical. | Good option for mobile traffic media buying, younger demographics. |
Payment Solutions and iGaming Localization in Japan
NB: When working with a Japanese audience, it’s essential to provide Japanese-language support and a localized user experience (UX). Payment solutions must function smoothly and instill trust among Japanese users.
Popular Payment Methods:
- International: Cards (Mastercard, Visa), e-wallets (Neteller, Skrill, etc.) — widely used, but may face challenges due to Japanese banks’ policies and regulations.
- Local: Japanese banks, convenience store payments (Konbini payments), mobile payments — frequently used in offline segments locally. Accessibility for online gaming might be restricted due to regulations.
- Cryptocurrencies: There is interest, but cryptocurrency regulation and its use in gambling may attract attention from regulators in Japan.
Special Considerations for Media Buyers/Operators: Key Points to Keep in Mind
- Even if a payment method is technically accessible, banking and regulatory restrictions may lead to Japanese banks blocking transactions benefiting offshore casinos/betting companies. It’s essential to thoroughly verify the payment chain.
- Local methods like PayPay, Rakuten Pay are generally not intended for offshore gambling operators, but some sites specifically targeting Japan have already started integrating them.
- If you’re targeting Japanese traffic, it’s advisable to offer multiple payment options: credit/debit cards, e-wallets, cryptocurrencies, and possibly local applications, in order to reduce declines.
Key Habits and Characteristics of Gambling and Betting Website Users in Japan
- Japanese users readily engage socially and are accustomed to mobile apps, gamification, and short sessions.
- Users value localization: Japanese interface, Japanese customer support, tailored promotions.
- Interest in slots and live games is growing in the online casino segment; however, detailed data on slots specifically in Japan is scarce.
- Betting focuses on sports popular in Japan: baseball, football, basketball. For example, according to a report from 2024: approximately ¥528.1 billion were spent on professional baseball betting; ¥333.4 billion on football.
- Esports: part of the market, and forecasts suggest that with increased digital activity and mobile gaming, betting on esports will grow.
Affiliate Marketing in Japan: How to Direct Traffic to Gambling and Betting?
Legal affiliate programs for offshore casinos and betting companies are now formally impossible for open promotion in Japan. Attempts to drive traffic using these methods risk platform blocks, advertiser, and affiliate liabilities. The main influx of new users has shifted towards legitimate channels: licensed gambling, social casinos, fantasy sports — affiliates have refocused on these directions.
Why Can You Make Money From Traffic in This GEO?
Japan boasts high purchasing power, a stable digital market, and considerable interest in gambling and betting, although the legality of many verticals remains restricted. This means: if you can find the right offer, channel, adaptation, and carefully comply with regulations, there is potential to make money.
Options: CPA Offers, RevShare, Exclusive Deals — especially with partners focused on the Japanese audience or adept at catering to its characteristics.
Competition: Higher than in less-developed markets but lower compared to fully liberalized regions like the EU. Niche opportunities exist: mobile games + betting, esports, live games, combo offers (gameplay + social aspect).
Where Do Japanese Get Information About iGaming Brands?
(according to Blask data for November 2025)
| Acquisition Channel | Percentage of Respondents |
| YouTube | 35% |
| Social Networks | 40% |
| Online Search | 25% |
| Online Advertising | 30% |
| Friend Recommendation | 20% |
| Ads During Online Series and Movies | 15% |
| Television Ads | 10% |
| App Notifications | 18% |
| Online Forums | 12% |
| Sports Media (Websites, Apps) | 20% |
| Paid Platforms | 10% |
| Radio | 5% |
User acquisition channels for casino and bookmaker websites in Japan
- Social Networks: Twitter, Instagram*, LINE (very popular in Japan). Organic and affiliate marketing.
- Streaming: Japanese streamers, YouTube, Twitch — especially if betting/gaming topics are adapted for Japanese audiences.
- Influencers: Choosing a Japanese influencer or someone with a Japanese audience, with good credibility, is important.
- Content Marketing: Blogs in Japanese, reviews, guides, localization.
- SEO Hacks: Localized domain/hosting, Japanese keywords, optimization for mobile queries.
Practical Tips for Betting and Online Gaming Vertical in Japan
- Create landing pages in Japanese with cultural references (e.g., baseball, sumo).
- Emphasize in creatives: “Connect with your favorite team/player,” “Bet on baseball like the Japanese.”
- Use live betting, as the audience values dynamism.
- If promoting an offshore offer, ensure payments are adapted and mobile UX optimization is done.
- Test betting on less popular sports (e.g., esports) where competition is lower.
- For media buyers, it is important to focus on cognitive niches: for example, baseball + Japanese players + mobile traffic. Or sumo + thematic creatives + social media.
- Channel: mobile. Japanese users actively utilize smartphones and mobile apps. This is critical for landing pages and creatives.
Checklist for Media Buyers: Launching Traffic to Gambling/Betting in Japan
- Make sure the offer (casino/bookie) supports the Japanese language and Japanese payments.
- Check the legal side: how the offer targets the Japanese audience without violating advertising/regional rules.
- Prepare a Japanese landing page/campaign, localize the UX.
- Set up mobile traffic, optimize for Japanese devices and channels.
- Use localized keywords and channels: LINE, Instagram*, YouTube, Japanese SEO.
- Configure analytics: metrics by GEO, devices, creatives, channels.
- Test verticals: casino vs betting vs esports, compare CPA vs LTV.
- Monitor regulatory changes as Japanese authorities are tightening measures.
- Account for payments: check that the payment chain and refunds are secure and functional.
- Be prepared for blocks/domain changes/traffic shifts — have a backup plan.
*Instagram social network is blocked in Russia by court decision.
Japan is an attractive GEO for iGaming media buying and affiliate marketing, but it is not easy. There is high demand, good metrics, mobile and affluent audience. However, there is also a tough regulator, increasing control over online casinos and betting, advertising, and promotion. To succeed, you need to be flexible, ready for localization, well-prepared in terms of marketing and legal basis.
FAQ
What distinguishes the Japanese iGaming market from other countries?
Japan is a closed and heavily regulated system: legal gambling exists only in strictly limited formats (pachinko, betting on four types of sports), and even entering legal segments involves major bureaucratic hurdles and social resistance. Most online gambling and betting verticals are formally prohibited or operate in a grey zone.
What are the audience specifics in Japanese iGaming?
The primary audience consists of men aged 25–54, educated, and employed. Mobility is high, with a large proportion of online users preferring localized products. Internet connectivity is well-developed, smartphones are very popular, and most users appreciate anonymity, ease of use, and interest in new betting formats and casino games.
What products and sports attract Japanese traffic?
There is high demand for football, baseball, basketball, horse racing, esports, and in casinos — slot machines, live games, and pachinko. Relevant for affiliates are betting on local and international sports events, slots and live casino, esports, lotteries, and social verticals. Top games include Sweet Bonanza, Gates of Olympus, and popular live roulette, baccarat.
What are the most effective traffic acquisition channels?
Leading channels include social networks (Twitter, LINE, Instagram*), YouTube, streamers, influencers, online forums, Japanese content marketing, and localized SEO. Special attention should be given to mobile traffic and adaptation of offers for Japanese users, including language and payment solutions.
*Instagram is blocked in Russia by court decision.
How to monetize Japanese iGaming traffic and what are the risks?
Japan’s high purchasing power and robust digital demand allow generating margin through CPA and RevShare offers, exclusive deals, and flexible adaptation of offers. Key risks include stricter legislation, blocking, localization requirements, payment limitations, and heightened responsibility for promoting illegal operators. It is recommended to choose only legal segments or react flexibly to legislative changes.
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