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Japan has long stood out as one of the most valuable mobile gaming markets in the world, and today, we're deepening our commitment to it. Mistplay for iPhone is now live in Japan, bringing our decade-proven play-and-earn model to the platform that the majority of Japanese consumers use every day.
Alongside the launch, we're unveiling the 2026 Japan Gaming and Rewards Market Report, which includes new research into Japan’s "Poi-katsu" culture, the behavior driving reward-seeking among Japanese players, and what it reveals about the opportunity ahead for advertisers.
Today’s launch brings our decade-proven rewarded gaming model to the iOS ecosystem in Japan alongside new data about Japanese player behavior to give advertisers targeting Japan both a new channel and a clearer picture of who they're reaching at scale.
Our latest research into Japanese mobile gamers points to one clear conclusion: this audience isn't just open to play-and-earn mechanics, they actively seek them out. That behavior is rooted in "Poi-katsu," the mainstream cultural habit of accumulating loyalty points that spans generations and has been supercharged by ubiquitous mobile payment platforms like PayPay.
That cultural readiness translates directly into player behavior, with 79% of Japanese players choosing a game that offers rewards over a similar title that doesn't, and when reward values are equal, 81% prefer earning through gameplay over traditional task-based reward apps. Once players are in the game, rewards do their job as an acquisition hook and then step aside. Only 22% of players stay focused on points throughout a session, while the remaining 78% shift their attention to the core gameplay experience itself, either early in the session or almost entirely.
This same audience is also a lucrative one, as more than half of Japanese reward-driven players (53%) make regular in-game purchases, and roughly one in five paying users spend ¥10,000 or more per month. For advertisers, this confirms an audience that engages with reward-driven mechanics, converts, and sticks around.
"As one of the world's most lucrative yet highly competitive mobile gaming markets, Japan remains a top-priority growth engine for the APAC region and the global industry. Succeeding in this premier market requires a profound understanding of 'Poi-katsu,' a unique local consumer culture built entirely on reward maximization.” – Suzie Kim, General Manager, APAC, Mistplay
Download the report: 2026 Japan Gaming and Rewards Market Report
The iOS ecosystem is the most-used platform among Japanese consumers, with over 601 of Japanese smartphone users on iOS, one of the highest iPhone penetration rates in the world. Japan is also the second-largest mobile gaming market in Asia, generating over $11 billion in annual revenue, with mobile IAP revenue second only to China in the Asia-Pacific2 region. Until now, the Mistplay rewarded opportunity already validated on Android has only reached part of that market – and that changes today.
With Mistplay for iPhone live in Japan, you can reach the full breadth of the country's mobile gaming audience through a single, proven rewards channel. The same play-and-earn mechanics that have driven outsized results for partners like IGG on Android are now available to engage iPhone users, unlocking new scale for you in a market where reward-driven behavior is already deeply embedded in everyday consumer habits.
“Japan represents a compelling opportunity for Mistplay on iPhone. With a product adapted for Japanese players, an iPhone launch positions Mistplay to capture a high-intent, high-spending user base at scale.” – Alex Galasso, VP of Product
If you're already running campaigns in Japan, this expansion gives you access to a previously untapped pool of high-value iPhone users through the same reward infrastructure and account team you already work with. If you haven't yet entered the Japanese market, you can now launch with full platform coverage from day one, backed by a decade of play-and-earn expertise and a track record of driving both acquisition and retention in this market.
“Following our rapid growth globally, we are incredibly excited to bring Mistplay for iPhone to the Japanese market. We provide users with an exciting opportunity to earn rewards just by playing what they love, while empowering game publishers to seamlessly reach passionate, high-value players. As a premier gaming rewards platform, we are fully committed to becoming the ultimate partner in elevating both the gaming experience and marketing success for everyone in Japan.” – Kaku Kindaichi, Director of Commercial, Japan, Mistplay
This launch is one piece of a larger pattern as we go deeper on markets that are already delivering value for advertisers. It's the same logic behind our recent relaunch in Germany under the Bonuzz brand, and the launch of the Mistplay Audience Network, which increases reach in existing (and new) key markets outside of just gaming apps.
Contact us to learn how Mistplay for iPhone can help you unlock new reach and long-term value in Japan. If you're an existing client, your account manager will reach out to discuss next steps for extending your campaigns to iPhone in Japan.
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