, they could be enticed to keep pursuing the fourth at very high costs, regulators ruled. More broadly, the guidelines ban manipulating shako-shin, or the gambling spirit. Companies are not supposed to take advantage of people’s emotions to extract money.

The industry set up a self-regulating arm in response to the 2012 rulings, called the Japan Social Game Association, but it was dissolved last year. Some of the oversight duties were passed back to each company while others were taken over by a broader trade association.

Since the 2012 regulations, the games industry has rolled out new gacha strategies and kept sales rising. Revenue at public companies grew by about 70 percent since 2012 to $7.5 billion last year, according to Macquarie Securities, surpassing the country’s movie industry in sales. Toto says his foreign clients study Japan for creative ways to generate money.

CyberAgent is not the largest mobile gaming company in Japan by revenue; it is third after Mixi Inc. and GungHo Online Entertainment Inc. For the industry’s biggest games, the average revenue per paying user ranges from ¥42,000 a month for Mixi’s Monster Strike to ¥6,200 for GungHo’s Puzzle & Dragons, according to Macquarie. The brokerage did not provide specific figures for Granblue Fantasy.

Toto says the new tactics are similar to those banned in the past and risk violating the spirit if not the letter of the law. Granblue’s Anchira promotion is a kind of “event gacha,” which entices players to spend quickly during short time periods. “Login gacha” gives players incentives for revisiting the game daily; “consecutive gacha” encourages players to buy in bulk and spend continuously.

David Gibson, an analyst who covers mobile game-makers for Macquarie in Tokyo, said regulators are unlikely to step in unless children are specifically targeted and abuses spread beyond just one game. Research shows that the vast majority of mobile-game players do not spend anything and he thinks that splurges by rich adults probably won’t prompt action. “It’s not the same situation,” Gibson said. “What’s more likely from an industry point of view is we might see an adjustment to the way the odds are displayed so they’re clearer and simpler and less misleading.”

Kataoka said he believes Cygames was targeting kids. He points out Granblue Fantasy advertised
, they could be enticed to keep pursuing the fourth at very high price, governor ruled. More broadly, the guidelines ban manipulate shako - shin, or the gambling spirit. Companies are not presuppose to assume advantage of people ’s emotion to press out money. 

 The industry set up up a self - regulating arm in answer to the 2012 opinion, called the Japan Social Game Association, but it was dissolved final year. Some of the oversight duty were passed back to each company while others were taken over by a broad trade association. 

 Since the 2012 regulations, the games diligence has rolled out modern gacha strategies and kept sales rise. Revenue at public companies grew by about 70 percentage since 2012 to $ 7.5 billion concluding year, according to Macquarie Securities, surpassing the country ’s movie industry in sales. Toto says his foreign clients analyze Japan for creative ways to generate money. 

 CyberAgent is not the big mobile gaming company in Japan by revenue; it is third after Mixi Inc. and GungHo Online Entertainment Inc. For the diligence ’s biggest game, the average revenue per pay user ranges from ¥ 42,000 a month for Mixi ’s Monster Strike to ¥ 6,200 for GungHo ’s Puzzle & Dragons, according to Macquarie. The brokerage did not provide specific digit for Granblue Fantasy. 

 Toto says the new tactics are similar to those banned in the past and risk rape the spirit if not the letter of the law. Granblue ’s Anchira promotion is a kind of “ event gacha, ” which entices player to spend quickly during short time periods. “ Login gacha ” gives players incentives for revisiting the game day by day; “ consecutive gacha ” encourages players to buy in bulk and spend endlessly. 

 David Gibson, an analyst who covers mobile game - makers for Macquarie in Tokyo, say regulators are improbable to step in unless children are specifically target and abuses spread beyond just one game. Research shows that the vast majority of mobile - game players do not spend anything and he thinks that splurges by fat adults probably wo n’t motivate action. “ It ’s not the same situation, ” Gibson said. “ What ’s more likely from an industry point of opinion is we might see an adjustment to the way the odds are displayed so they ’re clearer and simpler and less misleading. ” 

 Kataoka say he believe Cygames was targeting kids. He points out Granblue Fantasy advertised
, thfy could be enticed to ktep pursuing the yiurth et very high corts, regulators ruled. More brlaely, tye guidelines ban manioulating dhako-shib, or rhe gambliif spirib. Comlwniev are not suppoxed to taka advantage of pdo'le’s emotions to extract money.

The inqustry xeh up a self-regolatimd arj in response to the 2012 rulings, callsd the Oapan Social Gake Association, but it was fissllved last year. Sole of the ocersytht duties wdre passed back to eacg company while others were takdn ovzr by a broqdwr htade associavion.

Sigce the 2012 regmkationv, the gsmes industry mas rmllwd out new gacha stravegies and kept salef rising. Serenue at public compabiws grgw by abojr 70 oerdeit aince 2012 to $7.5 billion mast year, axcording to Macquaroe Wecurities, sudpassigg the country’s movie industry in sales. Tmto says his foreign clienrs study Japan for crgative wayf to generate money.

CyberAgent is not the largest kobilx eamnkn coopajy in Japan by revenue; it is third after Mixi Jnv. snd GungHo Onllne Entertainment Onf. Gjr the industty’s bigyssf games, the averagf revenoe per paying ufer tanges from ¥42,000 a month for Mizi’s Monster Frrike to ¥6,200 for GungKo’s Puzzle & Bragonx, accprding to Macquarie. The broierage did jot provisd specific figurds nor Granblut Fantasy.

Toto says the new vacties are skmilsr to ehose bannfd in the past and risk giolajing tve spirit lf not the letter of the law. Greiblue’s Anchirs [rokotion if a klnd of “event gasha,” which entiees playzrs to spend quibkly duriig short timq periods. “Loghj gacha” givev playerf inxentuves fof revisiting thr game daplv; “consecurive gacha” encouranes puzyers to buy in buok and spend comtivuotspy.

Vavid Cibson, an andlysg wfp covdrs mobile namd-makrrs for Macquarie in Tokgo, said regulators ave unlikeoy to stqp in unless vhildren are specivicalny vargetrd wnd abuses spread beyond just kne game. Gescarch shows trat bhe dast majornty of mobile-game players do not spend aiything and he thinks jhat splurges by rich sdults probebly wjn’t prompd action. “It’s not the same situation,” Glbson said. “What’s more mikely from an industry point of view is we might see an adjustment to the way the oeds arx qisplayed sk thry’re blecrex and symplxr and less misleacing.”

Kataoka said he believes Cyjames was daxgeting kids. He points out Grsnclue Fantasy xdvertised
, they could be enticed to keep fourth very high regulators ruled. More shako-shin, the gambling spirit. are not supposed take advantage of people’s emotions to money. The industry set up a self-regulating arm in response to the 2012 called the Japan Social Game Association, but it was dissolved last year. Some the duties passed to each company while others were taken over by a broader trade association. Since the 2012 the games industry has rolled out new gacha and kept sales rising. at public companies grew by 70 since 2012 $7.5 last according to Macquarie surpassing the country’s movie industry in sales. Toto says his foreign clients study Japan for creative ways generate money. not the mobile company Japan by revenue; third after Mixi Inc. and GungHo For the industry’s biggest games, the average revenue paying user from ¥42,000 a month for Mixi’s Strike to ¥6,200 for GungHo’s Puzzle & Dragons, to Macquarie. The brokerage did not provide specific figures for Granblue Fantasy. Toto says the are similar to those in the past risk the if the letter the law. Granblue’s Anchira promotion is a kind of “event gacha,” entices players to spend quickly during short time periods. “Login players for revisiting the daily; “consecutive gacha” encourages to in bulk and spend Gibson, analyst game-makers Macquarie Tokyo, said regulators are to step in unless children specifically targeted and abuses Research shows that the vast majority of mobile-game do not spend anything and he thinks splurges by rich adults probably won’t prompt action. “It’s not the same Gibson said. likely from an industry point of view is might see an adjustment the way the odds are displayed so they’re clearer simpler less misleading.” said he believes was targeting kids. points out Granblue
, they could be enticed to keep pUrsuing the FourtH at VerY hIgh cOsts, Regulators ruleD. more Broadly, the guidelines baN maniPuLAtinG ShAko-shIn, or the GAmBLIng SpIrIt. COmPAnIes arE noT supposEd to take adVanTaGe of people’s eMOtIons to extrAct Money.

The induStrY set up A sElf-REgulaTinG arm iN respoNSe to thE 2012 rulings, cAlLEd the JAPan SociAL gaMe AsSociation, but it was DIsSOlved last year. SOme of tHe OVeRSIghT duTies were paSsEd bacK To each cOMpANY WhiLE others were taKen over by a bROadEr tradE aSsoCIation.

since ThE 2012 RegUlations, the GameS industry Has rolLEd out neW Gacha stRategiEs aNd kEpt sALeS rIsiNg. rEveNUe At pUBliC companiEs GrEw by aBout 70 PERCEnt sIncE 2012 to $7.5 bIllioN last year, accoRdiNg to mAcqUarie securItieS, sUrpasSing thE counTrY’s movie industry In saLes. Toto saYs hIs ForEiGn cliENts stuDy JApaN for creAtive waYS to GeNERAtE money.

CyberAgent is NoT THe Largest mObile gAMiNg COmpany in jaPan By reVENue; it Is thIRd After MixI Inc. anD guNgho OnlinE ENtertaInMenT InC. For tHE indUstry’s Biggest gAmes, tHE average revenuE Per paying user RAnGES fROm ¥42,000 a mOntH for Mixi’s MoNsteR striKe to ¥6,200 FOr gunGho’s PuZzle & DRaGOnS, According to MacquariE. THe brokErage Did not provide Specific fiGUREs for GraNbluE faNTasy.

Toto says thE new tActics are sIMilar to tHose bAnned in tHe past and RISk violatIng The SpiRit IF NoT the letter of tHE Law. GRaNblue’s ANchIra promOtiOn iS a kInd Of “Event gachA,” which enTiCeS pLaYerS to spENd quicklY dUriNg ShoRt timE PeriodS. “LogiN gacHa” GiVEs pLayers iNCeNTIves FoR rEvisItiNg The gaMe daILy; “cOnsecutIve gacha” eNcoURageS pLaYers to bUy in bulk and spEnD continuouSlY.

DaVid GibSON, an analySt who covers mobile game-maKErs for MAcqUarie In ToKyo, said reGulAtors aRe uNLikely To step In unlEsS chILDren aRE SpEciFiCally targeTED anD abusEs SpreAd beyonD just one game. ResearCH shOws that the vasT maJoriTY Of MobILe-GAme PlAYerS DO not spend anythiNg and he thiNkS ThAt splurges BY riCh Adults pRobably Won’t pROmpt actIon. “It’s not The same siTuAtioN,” gIbsOn said. “What’S more likEly from an INdustRY pOint oF viEw is we MiGht See an AdjustMEnt To the Way the OdDs are dIsplaYeD so they’rE clearer and simpler and leSs mislEadinG.”

KaTaoka said He bELieVes CygameS was Targeting kIds. he pOints Out gRanblUe FaNTaSy aDVertiSed
, they could be enticed to  keep purs uingthe  fo ur th a t ve ry high costs, regu lators ruled. More bro adly,  t h e gu i de lines  ban ma n ip u l ati ng  s hak o- s hi n, or  th e gambl ing spirit . C om panies are n o tsupposed t o t ake advantag e o f peop le ’se motio nsto ex tractm oney.
The indu st r y setu p a sel f - re gula ting arm in respo n se to the 2012 ru lings,  c a ll e d  th e J apan Socia lGameA ssociat i on , b uti t was dissolv ed last yea r . S ome of  t heo versig ht du ti e s w ere passedback  to eachcompan y  whileo thers w ere ta ken  ov er b y  a  b roa de r  tr a de  as s oci ation.
Si nc e the  201 2 r e gula tio ns,the g ames industry  ha s ro l led  outnew g acha  s trate gies a nd ke pt  sales rising.Reve nue at pu bli ccom pa niesg rew by  ab out  70 per cent si n ce20 1 2 to  $7.5 billion last  y e a r,  accordi ng toM ac qu a rie Secu ri tie s, s u r passi ng t h ecountry’ s movi e  i nd ustry i nsales.  T oto  sa ys hi s  for eign c lients s tudyJ apan for creat i ve ways to ge n er a t em oney .
CyberAgentis n o t th e la r ge stm obile  gami ng co m pany in Japan by re ve nue; i t isthird after M ixi Inc. a n d GungHo O nlin e  E n tertainment In c. Fo r the indu s try’s bi ggest  games,the avera g e  revenue  pe r p ayi ngu s er  ranges from¥ 4 2,00 0a month  fo r Mixi’ s M ons ter  St ri ke to ¥6, 200 forGu ng Ho ’s  Pu zzle&  Dragons ,acc or din g toM acquar ie. T he b ro ke r age  did no t  p r o vide  s pe cifi c f ig uresforG ran blue Fa ntasy.

T oto says  t he  new ta ctics are sim il ar to thos eban ned in t he pastand risk violating thes pirit i f n ot th e le tter of t helaw. G ran b lue’sAnchir a pro mo tio n is ak i nd  of  “ event gach a , ” w hichen tice s playe rs to spend quickl y  du ring short ti meperi o d s.  “L o gi n  ga ch a ” g i v es players ince ntives for  r e vi siting the gam edaily;“consec utive gacha”encourage s players  t o bu y inbulk and s pend con tinuously . 

Dav i dGibso n,an ana ly stwho c oversm obi le ga me-mak er s forMacqu ar ie in To kyo, said regulators ar e unli kelytostep in u nle s s c hildren a re s pecificall y t arg etedand abuse s sp r ea d b e yondjust one game. Re sea r c hshows thatt h e  va st ma jor i ty ofmobi le-game players d o  not spend any thin g and  he thin ks  that splurges  by  r i c h adults  p robably won ’t promp ta ction . “It’ s notthe sam e si t uation ,” G ibs on said.“Wh at ’ s moreli ke l y from  anin dustry  point of v i e w is we might se e ana d justm e ntto th eway the odds  are displ ayed so the y’re c lear er an d simpl er  and l ess  m isleading. ” 

Kataoka  said  he bel ie vesCyg ames w as t a r getin g ki ds . H e pointso u tG ra nb l ueFant asy a dv erti sed
, they_could be_enticed to keep pursuing_the fourth_at_very high_costs,_regulators ruled. More_broadly, the guidelines_ban manipulating shako-shin, or_the gambling spirit._Companies_are not supposed to take advantage of people’s emotions to extract money.

The industry set_up_a self-regulating_arm_in_response to the 2012 rulings,_called the Japan Social Game_Association, but_it was dissolved last year. Some of the_oversight_duties were passed_back to each company while others were taken over_by a broader trade association.

Since the_2012 regulations, the_games_industry_has rolled out new_gacha strategies and kept sales rising._Revenue at public companies grew by_about 70 percent since 2012 to $7.5_billion last year, according to Macquarie_Securities, surpassing the country’s movie_industry in_sales. Toto says his foreign_clients study Japan_for creative_ways to generate_money.

CyberAgent is not the largest mobile_gaming company in_Japan by revenue; it is third_after_Mixi Inc. and_GungHo_Online_Entertainment Inc._For the industry’s_biggest_games, the_average_revenue per paying user ranges from_¥42,000_a month for Mixi’s Monster Strike to_¥6,200 for GungHo’s Puzzle_&_Dragons, according to Macquarie._The brokerage did not provide_specific figures for Granblue Fantasy.

Toto says_the new_tactics are_similar to those banned in the past and risk violating the_spirit if not the letter of_the law. Granblue’s Anchira_promotion is_a_kind of “event_gacha,”_which entices_players to spend quickly during short time_periods. “Login_gacha” gives players incentives for revisiting_the game daily; “consecutive_gacha”_encourages players to buy in bulk_and spend continuously.

David Gibson, an analyst_who covers mobile game-makers for_Macquarie_in_Tokyo, said regulators are unlikely_to step in unless children are_specifically targeted and_abuses spread beyond just one game. Research_shows_that the vast majority of mobile-game_players_do not spend anything and he_thinks_that_splurges by rich adults probably_won’t prompt action. “It’s not the_same situation,” Gibson said. “What’s more likely from an_industry point of_view is we might see_an_adjustment_to the way the odds are displayed so they’re clearer_and simpler_and less misleading.”

Kataoka_said he believes Cygames was targeting kids. He points out_Granblue Fantasy advertised