Nearly one in five Japanese gamers overspend on in-game purchases, straining basic living budgets

Recap: A new survey spotlights the financial behaviors of young Japanese adults, revealing a significant and growing connection between gaming and personal spending. Conducted in February 2025, the annual online survey polled 1,000 individuals aged 20 to 29, exploring how this demographic navigates expenses across various aspects of life, with a particular focus on gaming and in-game purchases.

One of the most striking findings of the survey is that 18.8 percent of respondents admitted to having spent so much on in-game purchases at least once that they struggled to meet their basic living expenses.

This figure underscores the powerful draw of microtransactions, especially in games featuring gacha mechanics, where players pay for randomized rewards. The data further shows a gender divide in spending habits: 22.8 percent of men reported prioritizing in-game purchases over essentials like food and rent, compared to 14.8 percent of women.

Regret appears to be a common sentiment among these young gamers. A quarter of those surveyed – 23.9 percent – said they regretted spending money on in-game transactions. The survey also probed attitudes toward pay-to-win mechanics and the necessity of microtransactions for enjoyment. About 17.9 percent of respondents agreed with the statement, "I'm willing to pay to have an advantage in-game."

This willingness to pay for in-game advantages has surged among men, with 23.8 percent agreeing – an increase of 7.6 percentage points from the previous year. Meanwhile, 20.8 percent of all participants said they could not enjoy games without making in-game purchases, a 2.7 percent rise from last year's results. Women, while less likely to spend than men, follow a similar upward trend: 18.4 percent now say they can't enjoy games without spending, up 2.6 percent from 2024.

Participation in gacha and other microtransaction-heavy games is also on the rise. The share of young adults regularly spending on these games jumped from 15.8 percent in 2024 to 21.6 percent in 2025 – a 5.8 percent increase.

The average monthly spend has decreased despite more people engaging with in-game purchases. In 2024, the average was 5,138 yen (about $35.85); this year, it dropped to 4,247 yen (about $29.63).

Analysts suggest that while more people make purchases, they may be spending smaller amounts, possibly due to increased awareness of the financial risks or tighter personal budgets.

The survey's findings reflect broader trends in the global gaming industry, where in-app purchases, especially on mobile platforms, continue to generate massive revenues. In March 2025 alone, combined spending on Apple's App Store and Google Play reached $6.79 billion worldwide, with Japan accounting for 14.3 percent of that total.

These results raise important questions about the impact of gacha mechanics and microtransactions on young consumers. The increasing prevalence of financial strain and regret among young gamers has sparked debate about the addictive nature of these systems and the need for greater consumer protection.

While Japan already has microtransaction regulations, the growing number of young adults reporting financial difficulties suggests that these measures may not address the underlying issues.