Intensifying Competition in the Mobile Gaming and Advertising Markets
First written in FY2016-Q3. 3 of 8 entries say "Worsened", first in FY2017. Latest entry: FY2021.
Axel Mark moved to the "Worse" side of this theme in 2017, 6 years before the typical company in this theme (2023).
The whole theme swung hardest in 2026: 31 of 91 companies on the "Worse" side.
10 other companies' latest entry also says "Reframed".
- FY2021ReframedAnnual report
「Our advertising business faces numerous competitors, and competition may intensify further going forward, including through new market entrants.」
The focus has shifted from intensifying competition across the mobile gaming and advertising markets to the competitive risks posed by existing competitors and new entrants in the advertising business following the transfer of the game business. - FY2020-Q3RestatedAnnual report
「While growth in the recent smartphone game market has slowed, competition is intensifying, creating a challenging business environment as richer game content lengthens development periods and increases development costs, while advertising and promotional costs for user acquisition continue to rise.」
The company reaffirms its longstanding view of the competitive environment, namely slower growth in the smartphone game market, intensifying competition and higher development and advertising costs, as reasons for transferring the game business. - FY2019-Q3RestatedAnnual report
「In the RPG field known as JRPG, a distinctly Japanese genre that is a mainstay of the market, improvements in gameplay have lengthened development periods in recent years. Substantial increases in development and promotional costs mean that financial strength is required to develop, provide and operate games, and the number of game titles available has been trending lower than before.」
The company continues to recognize a competitive environment characterized by longer development periods resulting from improved gameplay, higher development and promotional costs, the need for financial strength and a declining number of titles. - FY2019-Q2WorsenedAnnual report
「In recent years, improvements in gameplay have lengthened development periods, while substantial increases in development and promotional costs have made this a high-risk, high-return field requiring significant capital. As financial strength is required to develop, provide and operate games, the number of game titles available has been trending lower than before.」
The company describes longer development periods resulting from improved gameplay, substantial increases in development and promotional costs, the need for financial strength and the declining number of titles, thereby detailing the burdens created by the competitive environment. - FY2019-Q1RestatedAnnual report
「As competition in the mobile content market intensifies」
The company continues to describe intensifying competition in the mobile content market as part of the market environment underlying its business strategy. - FY2018WorsenedAnnual report
「Competition among existing service providers is also intensifying as advances in mobile-device technology make game systems more complex, lengthening development periods and increasing development costs.」
Regarding intensifying competition, the company describes a competitive environment shaped not only by existing competitors and new entrants, but also by more complex games, longer development periods and rising development costs. - FY2017WorsenedAnnual report
「Download and sales rankings show significant daily fluctuations, except in some cases, indicating intensifying competition.」
In addition to its longstanding view that competition in the mobile content market is intensifying, the company describes major ranking fluctuations and rising demands for content quality. - FY2016-Q3First statedAnnual report
「Competition is intensifying further, with major console game makers entering the mobile gaming business and new advertising delivery models emerging one after another in the advertising business.」
The company describes the entry of major game companies and the increase in advertising delivery models as intensifying competition.