Study Reveals In-Game Purchases Bite Into Living Expenses for 1 in 5 Japanese Young Adults

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Games and spending

A new survey by Tokyo-based SMBC Consumer Finance has revealed how gacha games influence the online spending habits of Japan residents in their 20s.

For 18.8% of the 1,000 surveyed, gacha – Japanese digital, video-type online games that involve in-game purchases similar to loot boxes – eats into their living expenses.

spent enough on in-game purchases to affect their “ability to cover living expenses”

According to Automaton, almost one in five young Japanese admitted to having spent enough on in-game purchases to affect their “ability to cover living expenses.”

Men (22.8%) were more likely to prioritize in-game purchases over living expenses such as rent and food than women (14.8%).

While nearly 25% of those canvassed regretted spending money on gacha, the number of young Japanese who made purchases via microtransactions is on the rise.

Men and women alike

While women appear considerably less likely to spend in-game than men, those who make such transactions have also spiked. In 2025, 2.6% more women than in 2024 fell into the category of not being able to enjoy games without making in-game buys.

The result is that “women are following the trend at almost the same pace as men.”

I can’t enjoy the game if I don’t make in-game purchases.”

The 2025 survey’s insights came from positive answers to questions offering responses that included: “I’m willing to pay to have an advantage in-game” and “I can’t enjoy the game if I don’t make in-game purchases.”

Overall rise and fall

Overall, the survey states that the percentage of Japanese spending on gacha and other online games offering in-game purchases has risen 5.8% over 2024, to 21.6% in 2025.

Somewhat contrary, however, was that the survey found the average spend on in-game purchases is decreasing. In 2024, those canvassed spent a monthly average of approximately ¥5,138 ($35.85) on microtransactions. In 2025, this figure dropped to ¥4,247 ($29.63).