Online Sports Betting - Japan

  • Japan
  • Revenue in the Online Sports Betting market is projected to reach €3.79bn in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 5.25%, resulting in a projected market volume of €4.65bn by 2028.
  • In the Online Sports Betting market, the number of users is expected to amount to 8.2m users by 2028.
  • User penetration will be 5.3% in 2024 and is expected to hit 6.7% by 2028.
  • The average revenue per user (ARPU) is expected to amount to €0.58k.
  • In global comparison, most revenue will be generated in Australia (€9,048.00m in 2024).
  • With a projected rate of 48.9%, the user penetration in the Online Sports Betting market is highest in Canada.

Key regions: Brazil, Germany, Japan, Europe, South Korea

Comparación de regiones

Analyst Opinion

The Online Sports Betting market in Japan has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences:
Japanese consumers have shown a growing interest in online sports betting, as it provides them with convenience and accessibility. The younger generation, in particular, is more inclined towards online platforms for their betting activities. The ease of placing bets through mobile apps and the availability of a wide range of sports events to bet on have attracted a large number of customers to the online sports betting market in Japan. Additionally, the popularity of international sports events, such as the Olympics and soccer tournaments, has also contributed to the increasing demand for online sports betting.

Trends in the market:
One of the key trends in the online sports betting market in Japan is the increasing adoption of live betting. Live betting allows customers to place bets during the course of a sports event, adding an element of excitement and engagement. This trend has been fueled by advancements in technology, such as faster internet connections and real-time data updates, which enable customers to make informed decisions and place bets in real-time. Another trend in the market is the emergence of esports betting. Esports, or competitive video gaming, has gained immense popularity in Japan, especially among the younger generation. As a result, online sports betting platforms have started offering betting options for popular esports tournaments, attracting a new segment of customers to the market.

Local special circumstances:
The legalization of online sports betting in Japan has also played a significant role in the market's development. Previously, sports betting was largely restricted to horse racing and certain government-run lotteries. However, the government has recognized the potential economic benefits of legalizing online sports betting and has taken steps to regulate the market. This has created a more favorable environment for both customers and operators, leading to increased participation and investment in the online sports betting sector.

Underlying macroeconomic factors:
Japan's strong economy and high disposable income levels have also contributed to the growth of the online sports betting market. With a stable economy and a large population, Japan offers a lucrative market for online sports betting operators. Additionally, the country's well-developed internet infrastructure and high smartphone penetration rate have made it easier for customers to access online betting platforms, further driving market growth. In conclusion, the Online Sports Betting market in Japan is experiencing significant growth due to changing customer preferences, including the adoption of live betting and the popularity of esports. The legalization of online sports betting and Japan's strong economy have also played a crucial role in the market's development. With these factors in place, the online sports betting market in Japan is expected to continue its growth trajectory in the coming years.


Data coverage:

The data encompasses B2C enterprises. Figures are based on Gross Gambling Revenue (GGR) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies, and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.


In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, the urban population, the usage of key players, and attitudes toward online services.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.

Visión general

  • Revenue
  • Analyst Opinion
  • Users
  • Global Comparison
  • Methodology
  • Key Market Indicators
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