180M
Combined Users
50/50
iOS/Android Split
$5-20
Avg CPI Range
5-10x
LTV vs Global Avg
Japan/Korea Market Highlights
- Highest LTV users globally for games
- Strong gacha and RPG culture
- High production value expectations
- Native language localization essential
- Unique social/messaging platforms
Market Comparison
Japan
125M population. Japanese required. LINE dominant platform. Gacha games culture. High iOS share (~60%). Premium spending.
South Korea
52M population. Korean required. KakaoTalk essential. Strong PC gaming heritage, mobile follow. Android slightly higher.
UA Strategies
Localization Requirements
- Native Japanese/Korean translations (no machine translation)
- Cultural adaptation of content and monetization
- Local character voices for games
- Market-specific features often needed
Key Platforms
- Japan: LINE, Twitter/X, YouTube, TikTok
- Korea: KakaoTalk, Naver, YouTube, TikTok
- App Store optimization is critical (high iOS)
- Pre-registration campaigns effective
Top Channels
- Google Ads (UAC)
- Meta (Facebook, Instagram)
- Twitter/X (very strong in Japan)
- LINE Ads (Japan)
- KakaoTalk Ads (Korea)
- TikTok
Japan/Korea Best Practices
- Invest heavily in localization quality
- Pre-registration campaigns drive launch success
- Collaborate with local influencers/VTubers
- Offer local payment methods
- Plan for seasonal events (New Year, Golden Week)
- High production value creatives expected
Challenges
- Very high CPIs (but justified by LTV)
- Intense competition
- High quality bar for localization
- Users expect local-quality experience
- Longer sales cycles