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日本體育博彩市場規模、佔有率、趨勢及預測（按平台、博彩類型、體育類型和地區），2025 年至 2033 年

Japan Sports Betting Market Size, Share, Trends and Forecast by Platform, Betting Type, Sports Type, and Region, 2025-2033

出版日期: 2025年05月01日 | 出版商:

IMARC | 英文 119 Pages | 商品交期: 5-7個工作天內

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簡介目錄

2024 年，日本體育博彩市場規模價值 56.7 億美元。展望未來， IMARC Group估計到 2033 年市場規模將達到 141.6 億美元，2025 年至 2033 年的複合年成長率為 6.40%。市場主要受到數位博彩平台的快速採用、與國際體育聯賽和錦標賽的參與度增加以及對電子競技博彩日益成長的興趣的推動，利用先進的技術、多樣化的形式和更年輕的人群統計數據，實現更廣泛的可訪問性、增強的體驗以及符合現代消費者偏好的顯著成長。

日本市場受益於強大的監管框架，確保了透明度和消費者信任。與此相符的是，政府批准的賽馬、摩托艇和自行車等體育博彩正在提供穩定的法律基礎並推動市場發展。此外，包括行動應用程式和即時分析在內的先進技術增強了用戶參與度，尤其是精通技術的受眾，從而為日本體育博彩市場創造了積極的前景。此外，J聯賽和B聯賽等職業運動聯盟的興起也引起了人們的進一步關注。根據最近的行業報告，日本擁有 1.044 億網路用戶（普及率為 84.9%）、9,600 萬社群媒體用戶（佔總人口的 78.1%）和 1.889 億活躍行動連線（佔總人口的 153.6%）。這些數據凸顯了日本數位化的廣泛應用，為擴大線上運動博彩平台奠定了堅實的基礎。

除此之外，人們對同註分彩等投注形式的文化接受度不斷提高，極大地影響了消費者行為，並擴大了日本體育博彩市場的佔有率。賽馬場和城市投注站等地理位置優越的場所確保投注者可以輕鬆到達，從而推動市場發展。此外，日本對有組織的體育賽事的日益關注以及日益成長的國際體育觀眾人數正在促進參與的提高。 2024 年 8 月 22 日，日本電通公司與運動創新實驗室合作，利用主要運動聯盟和博彩平台的先進受眾洞察。透過其 Merkury 平台，電通實現了有針對性的、隱私優先的廣告，這與日本對體育博彩和全球體育媒體投資日益成長的興趣相一致。隨著對數位基礎設施和監管現代化的持續投資，區域市場有望繼續成長和多樣化。

日本體育博彩市場趨勢：

國際運動影響力日益增強

國際體育聯盟和錦標賽的影響力日益增強，正在顯著重塑市場範圍。值得注意的是，由大谷翔平和山本義信主演的美國職棒大聯盟 (MLB) 年度冠軍系列賽 2024 年世界大賽在日本吸引了 1210 萬觀眾，超過了 NBA 總決賽的 1130 萬觀眾。該系列賽在北美和亞洲的平均觀眾人數超過 3000 萬，凸顯了棒球的受歡迎程度以及大谷翔平作為民族英雄的巨大影響力。此外，國際足總世界盃、奧運以及海外著名籃球聯賽等賽事進一步激發了日本人對國際運動的興趣，對多樣化投注選擇的需求也日益成長。廣播和數位平台的進步使得這些活動更容易參與，擴大了投注機會。隨著日本消費者擴大參與國際體育市場，營運商正在提供多樣化的產品，包括全球賽事，使日本成為不斷變化的全球體育博彩行業的關鍵參與者。

人們對電競博彩的興趣日益濃厚

受日本強大的遊戲文化和全球競技遊戲興起的推動，電子競技博彩在日本正在迅速發展。年輕觀眾對《英雄聯盟》和《Valorant》等熱門遊戲的投注表現出濃厚的興趣。專門的電子競技錦標賽、串流媒體平台以及與博彩營運商的合作正在加速日本體育博彩市場的成長。此外，數據驅動的洞察力和互動功能增強了用戶體驗，而日本強大的數位基礎設施和主流對電子競技的接受度支持了這一趨勢。據報道，2024年3月3日，電子競技將透過Ude-Sports Kyokai的通用設計系統引入120個福利設施。這些措施使用靜電開關等自適應設備來實現包容性參與。 2023年，東京將電子競技設備擴展到10個殘障照護機構，以促進線上錦標賽的開展。隨著電子競技的成熟，其對日本體育博彩市場的影響力將顯著擴大。

數位博彩平台的採用率不斷提高

數位平台的使用日益增多正在成為市場的決定性趨勢。隨著網路普及率的提高和智慧型手機的廣泛使用，消費者正在從傳統場所轉向行動和線上平台。隨著網路普及率的提高和智慧型手機的廣泛使用，消費者越來越喜歡行動和線上平台而不是傳統平台。即時投注、即時分析和安全支付系統等高級功能吸引了年輕且精通技術的用戶，並透過個人化體驗增強了信任度和參與度。此外，數位平台的可訪問性擴大了市場範圍，使更廣泛的受眾可以選擇投注方式。隨著技術的不斷進步，創新數位解決方案的採用將改變日本體育博彩格局並推動市場大幅擴張。

The Japan sports betting market size was valued at USD 5.67 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 14.16 Billion by 2033, exhibiting a CAGR of 6.40% from 2025-2033. The market is primarily driven by the rapid adoption of digital betting platforms, increased engagement with international sports leagues and tournaments, and rising interest in eSports betting, leveraging advanced technologies, diverse formats, and younger demographics, enabling broader accessibility, enhanced experiences, and significant growth aligned with modern consumer preferences.

The market in Japan benefits from a robust regulatory framework ensuring transparency and consumer trust. In line with this, government-sanctioned betting on sports like horse racing, motorboat racing, and bicycle racing is providing a stable legal foundation and impelling the market. Furthermore, advanced technologies, including mobile apps and real-time analytics, enhancing user engagement, particularly among tech-savvy audiences, is creating a positive Japan sports betting market outlook. Moreover, rise in professional sports leagues such as the J.League and B.League drive further interest. According to recent industry reports, Japan consisted of 104.4 million internet users (84.9% penetration), 96 million social media users (78.1% of the population), and 188.9 million active mobile connections (153.6% of the population). These figures underline Japan's widespread digital adoption, creating a solid base for expanding online sports betting platforms.

In addition to this, growing cultural acceptance of betting forms like pari-mutuel wagering significantly influences consumer behavior and expands the Japan sports betting market share. Strategically located venues, such as racetracks and urban betting outlets, ensure easy accessibility for bettors, thereby impelling the market. Furthermore, Japan's increasing focus on organized sports events and growing international sports viewership is fostering increased engagement. On August 22, 2024, Japanese-founded dentsu partnered with Sports Innovation Lab to leverage advanced audience insights from major sports leagues and betting platforms. Through its Merkury platform, dentsu enables targeted, privacy-first advertising, aligning with Japan's rising interest in sports betting and global sports media investments. With ongoing investments in digital infrastructure and regulatory modernization, the regional market is poised for continued growth and diversification.

Japan Sports Betting Market Trends:

Growing Influence of International Sports

The growing influence of international sports leagues and tournaments is significantly reshaping market scope. Notably, the 2024 World Series, the annual championship series of Major League Baseball (MLB) featuring Shohei Ohtani and Yoshinobu Yamamoto, attracted 12.1 Million viewers in Japan, surpassing the NBA Finals' 11.3 Million viewers. The series averaged over 30 Million viewers between North America and Asia, highlighting baseball's popularity and Ohtani's immense influence as a national hero. Furthermore, events such as the FIFA World Cup, the Olympics, and prominent overseas basketball leagues further drive Japanese interest in international sports, creating a growing demand for diverse betting options. Advancements in broadcasting and digital platforms have made these events more accessible, broadening wagering opportunities. As Japanese consumers increasingly engage with international sports markets, operators are diversifying offerings to include global events, positioning Japan as a key player in the changing global sports betting industry.

Rising Interest in eSports Betting

eSports betting is rapidly growing in Japan, fueled by the nation's strong gaming culture and the global rise in competitive gaming. Younger audiences show significant interest in wagering on popular titles like League of Legends and Valorant. Dedicated eSports tournaments, streaming platforms, and collaborations with betting operators are accelerating Japan sports betting market growth. Moreover, data-driven insights and interactive features enhance user experiences, while Japan's robust digital infrastructure and mainstream acceptance of eSports support this trend. On March 3, 2024, eSports was reported to be introduced in 120 welfare facilities through Ude-Sports Kyokai's universal design systems. These initiatives use adaptive devices like static electricity switches for inclusive participation. In 2023, Tokyo extended eSports equipment to 10 disability care facilities, fostering online tournaments. As eSports matures, its influence on Japan's sports betting market will expand significantly.

Increasing Adoption of Digital Betting Platforms

The increasing use of digital platforms is becoming a defining trend in market. With high internet penetration and widespread smartphone usage, consumers are shifting from traditional venues to mobile and online platforms. With rising internet penetration and widespread smartphone adoption, consumers increasingly prefer mobile and online platforms over traditional venues. Advanced features like live betting, real-time analytics, and secure payment systems appeal to younger, tech-savvy users, enhancing trust and engagement through personalized experiences. Additionally, the accessibility of digital platforms widens market reach, making betting options available to a broader audience. As technological advancements continue, the adoption of innovative digital solutions is set to transform Japan's sports betting landscape and drive significant market expansion.

Japan Sports Betting Industry Segmentation:

Analysis by Platform:

Offline
Online

Offline platforms play a critical role in the market, offering a traditional and immersive experience for bettors. Horse racing, cycling, and motorboat racing remain the most prominent sports betting options. Physical venues such as racetracks and licensed betting shops attract a loyal audience that values the social and communal aspects of wagering. These platforms are strictly regulated, ensuring transparency and fair play. Despite the growth of online platforms, offline venues maintain cultural significance, particularly among older demographics. They also serve as a foundation for local economies, generating revenue and creating jobs tied to sports events and gambling operations.

Online platforms have become increasingly important in Japan's sports betting landscape due to the convenience and accessibility they offer. Legalized online betting on select sports, including horse racing, has grown as more users prefer digital options. These platforms cater to younger audiences accustomed to mobile and web-based interfaces, offering live streaming, real-time odds, and instant transactions. Regulatory oversight ensures user safety and prevents illicit activities, fostering trust. As technology advances, the integration of analytics and personalized features enhances user engagement. Online betting platforms are pivotal in expanding the market reach and adapting to modern consumer preferences in Japan.

Analysis by Betting Type:

Fixed Odds Wagering
Exchange Betting
Live/In Play Betting
Pari-Mutuel
eSports Betting
Others

Fixed odds wagering continues to be a cornerstone of Japan's sports betting market, offering reliability and simplicity that resonate with a wide audience. The structured nature of fixed odds appeals to bettors seeking clarity in potential winnings, which is fostering sustained growth in this segment. Horse racing and motorboat racing, key sports in the market, flourish under this format. Government oversight ensures transparency and fairness, building consumer trust and contributing to the stability of this sector. As digital platforms integrate fixed odds betting with modern user interfaces, this traditional format is poised to maintain its relevance and attract new audiences.

Exchange betting is gradually gaining interest as bettors seek innovative and customizable wagering experiences. Its appeal lies in providing competitive odds and greater control, particularly among seasoned bettors who value strategic gameplay. While regulatory limitations currently curb its widespread adoption, the growing demand for unique betting formats indicates strong potential for future growth. Technological advancements and the increasing accessibility of global platforms have heightened awareness and interest in exchange betting. Should regulatory frameworks change to accommodate this format, exchange betting could become a key driver of market diversification and growth in Japan.

Live or in-play betting is emerging as a dynamic addition to Japan's sports betting scene, driven by the integration of real-time analytics and interactive features. Younger, tech-savvy audiences are particularly drawn to this format, which enhances the thrill of sports events through immediate engagement. Horse racing and other fast-paced sports are benefiting from the rise of live betting, creating new opportunities for fan involvement. Digital platforms offering seamless live wagering experiences are contributing to its increasing popularity. With technological advancements and consumer demand for more immersive betting options, live betting is well-positioned to lead future growth in Japan's market.

Analysis by Sports Type:

Football
Basketball
Baseball
Horse racing
Cricket
Hockey
Others

Football, driven by the popularity of the J.League and international competitions, is a growing force in Japan's market. The government-sanctioned "Toto" lottery introduced a legal and structured way for fans to engage with the sport, fostering steady growth. Football's global appeal and the increasing fanbase of domestic leagues create a solid foundation for expansion. Young audiences and international league enthusiasts are particularly drawn to football betting, highlighting its potential to attract diverse demographics. With a modernized regulatory framework, football could solidify its place as a leading driver of growth in Japan's sports betting market.

Basketball, supported by the rapid growth of the B.League and Japan's rising prominence in international competitions, displays immense potential within the sports betting landscape. Its strong appeal among younger audiences and the fast-paced nature of the game makes it ideal for dynamic betting formats like live and in-play wagering. The popularity of basketball continues to rise, bolstered by its engaging matches and the growing accessibility of digital platforms. As the sport's fanbase expands, it offers significant opportunities for market diversification. Basketball is well-positioned to play a prominent role in shaping the future of sports betting in Japan.

Baseball, Japan's most cherished sport, holds immense potential in the sports betting market due to its widespread popularity and deeply rooted cultural significance. While current regulations limit its presence in legal betting, the sport's massive fanbase and consistent viewership offer a promising foundation for future growth. Nippon Professional Baseball (NPB) games attract high levels of engagement, making baseball an ideal candidate for various betting formats, including live and fixed odds wagering. The sport's established infrastructure and passionate following position it as a key opportunity for market expansion, with the potential to drive significant growth in Japan's sports betting industry if regulations change.

Competitive Landscape:

Japan's sports betting market is characterized by a regulated and concentrated competitive landscape dominated by government-sanctioned platforms like the "Toto" lottery and pari-mutuel betting on horse racing, cycling, and motorboat racing. These platforms ensure transparency and compliance with strict regulations, fostering consumer trust. Emerging digital platforms are enhancing competition by offering user-friendly interfaces and real-time analytics, appealing to younger audiences. While international operators face legal barriers, they remain competitors through offshore platforms. The market's potential for growth, driven by increasing digital adoption and a growing interest in diverse betting formats, creates opportunities for both domestic players and future entrants.

The report provides a comprehensive analysis of the competitive landscape in the Japan sports betting market with detailed profiles of all major companies.

Latest News and Developments:

July 26, 2024: SEGA SAMMY HOLDINGS announced its acquisition of Stakelogic B.V., a Netherlands-based iGaming content provider. The move aims to strengthen its presence in sports betting and the U.S. iGaming market while expanding operations in Japan. Stakelogic's innovative gaming technologies are expected to create synergies and accelerate growth in the global gaming sector.
April 4, 2024: Safe Betting Sites Japan purchased japanesebetting.com to broaden its reach into Asia. Known for impartial sportsbook reviews, japanesebetting.com highlights top betting platforms in Japan, offering insights on J1 soccer, baseball, and horse racing. The acquisition enhances Safe Betting Sites' portfolio, integrating expert reviews, betting guides, and promotional offers. This strategic move strengthens partnerships with leading sportsbooks while providing users with tools to maximize their betting experience in Japan's growing market.
November 8, 2023: SEGA SAMMY HOLDINGS announced plans to acquire GAN Limited, a leading U.S. SaaS provider specializing in sports betting and iGaming. This acquisition aligns with SEGA SAMMY's strategy to expand into the growing U.S. online gaming market. The move strengthens Japan's presence in the global gaming industry, capitalizing on rapid market growth.
September 28, 2023: MGM Resorts and ORIX finalized an agreement to develop Japan's first integrated resort in Osaka, marking a milestone for tourism and economic growth. The project includes world-class gaming and entertainment facilities, aligning with MGM's international expansion strategy. This venture also aims to bolster opportunities for sports betting and gaming innovation in Japan.

Key Questions Answered in This Report

1.What is sports betting?
2.How big is the sports betting market in Japan?
3.What is the expected growth rate of the Japan sports betting market during 2025-2033?
4.What are the key factors driving the Japan sports betting market?

1 Preface

2 Scope and Methodology

2.1 Objectives of the Study
2.2 Stakeholders
2.3 Data Sources
- 2.3.1 Primary Sources
- 2.3.2 Secondary Sources
2.4 Market Estimation
- 2.4.1 Bottom-Up Approach
- 2.4.2 Top-Down Approach
2.5 Forecasting Methodology

3 Executive Summary

4 Japan Sports Betting Market - Introduction

4.1 Overview
4.2 Market Dynamics
4.3 Industry Trends
4.4 Competitive Intelligence

5 Japan Sports Betting Market Landscape

5.1 Historical and Current Market Trends (2019-2024)
5.2 Market Forecast (2025-2033)

6 Japan Sports Betting Market - Breakup by Platform

6.1 Offline
- 6.1.1 Overview
- 6.1.2 Historical and Current Market Trends (2019-2024)
- 6.1.3 Market Forecast (2025-2033)
6.2 Online
- 6.2.1 Overview
- 6.2.2 Historical and Current Market Trends (2019-2024)
- 6.2.3 Market Forecast (2025-2033)

7 Japan Sports Betting Market - Breakup by Betting Type

7.1 Fixed Odds Wagering
- 7.1.1 Overview
- 7.1.2 Historical and Current Market Trends (2019-2024)
- 7.1.3 Market Forecast (2025-2033)
7.2 Exchange Betting
- 7.2.1 Overview
- 7.2.2 Historical and Current Market Trends (2019-2024)
- 7.2.3 Market Forecast (2025-2033)
7.3 Live/In Play Betting
- 7.3.1 Overview
- 7.3.2 Historical and Current Market Trends (2019-2024)
- 7.3.3 Market Forecast (2025-2033)
7.4 Pari-Mutuel
- 7.4.1 Overview
- 7.4.2 Historical and Current Market Trends (2019-2024)
- 7.4.3 Market Forecast (2025-2033)
7.5 eSports Betting
- 7.5.1 Overview
- 7.5.2 Historical and Current Market Trends (2019-2024)
- 7.5.3 Market Forecast (2025-2033)
7.6 Others
- 7.6.1 Historical and Current Market Trends (2019-2024)
- 7.6.2 Market Forecast (2025-2033)

8 Japan Sports Betting Market - Breakup by Sports Type

8.1 Football
- 8.1.1 Overview
- 8.1.2 Historical and Current Market Trends (2019-2024)
- 8.1.3 Market Forecast (2025-2033)
8.2 Basketball
- 8.2.1 Overview
- 8.2.2 Historical and Current Market Trends (2019-2024)
- 8.2.3 Market Forecast (2025-2033)
8.3 Baseball
- 8.3.1 Overview
- 8.3.2 Historical and Current Market Trends (2019-2024)
- 8.3.3 Market Forecast (2025-2033)
8.4 Horse Racing
- 8.4.1 Overview
- 8.4.2 Historical and Current Market Trends (2019-2024)
- 8.4.3 Market Forecast (2025-2033)
8.5 Cricket
- 8.5.1 Overview
- 8.5.2 Historical and Current Market Trends (2019-2024)
- 8.5.3 Market Forecast (2025-2033)
8.6 Hockey
- 8.6.1 Overview
- 8.6.2 Historical and Current Market Trends (2019-2024)
- 8.6.3 Market Forecast (2025-2033)
8.7 Others
- 8.7.1 Historical and Current Market Trends (2019-2024)
- 8.7.2 Market Forecast (2025-2033)

9 Japan Sports Betting Market - Competitive Landscape

9.1 Overview
9.2 Market Structure
9.3 Market Player Positioning
9.4 Top Winning Strategies
9.5 Competitive Dashboard
9.6 Company Evaluation Quadrant

10 Profiles of Key Players

10.1 Company A
- 10.1.1 Business Overview
- 10.1.2 Services Offered
- 10.1.3 Business Strategies
- 10.1.4 SWOT Analysis
- 10.1.5 Major News and Events
10.2 Company B
- 10.2.1 Business Overview
- 10.2.2 Services Offered
- 10.2.3 Business Strategies
- 10.2.4 SWOT Analysis
- 10.2.5 Major News and Events
10.3 Company C
- 10.3.1 Business Overview
- 10.3.2 Services Offered
- 10.3.3 Business Strategies
- 10.3.4 SWOT Analysis
- 10.3.5 Major News and Events
10.4 Company D
- 10.4.1 Business Overview
- 10.4.2 Services Offered
- 10.4.3 Business Strategies
- 10.4.4 SWOT Analysis
- 10.4.5 Major News and Events
10.5 Company E
- 10.5.1 Business Overview
- 10.5.2 Services Offered
- 10.5.3 Business Strategies
- 10.5.4 SWOT Analysis
- 10.5.5 Major News and Events

11 Japan Sports Betting Market - Industry Analysis

11.1 Drivers, Restraints and Opportunities
- 11.1.1 Overview
- 11.1.2 Drivers
- 11.1.3 Restraints
- 11.1.4 Opportunities
11.2 Porters Five Forces Analysis
- 11.2.1 Overview
- 11.2.2 Bargaining Power of Buyers
- 11.2.3 Bargaining Power of Suppliers
- 11.2.4 Degree of Competition
- 11.2.5 Threat of New Entrants
- 11.2.6 Threat of Substitutes
11.3 Value Chain Analysis