Japan Sports Betting Market

Japan Sports Betting Market Size and Share:

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:

IMARC Group provides an analysis of the key trends in each segment of the Japan sports betting market, along with forecasts at the country and regional levels from 2025-2033. The market has been categorized based on platform, betting type, and sports type.

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.

Regional Analysis:

• Kanto Region 
• Kinki Region
• Central/ Chubu Region
• Kyushu-Okinawa Region
• Tohoku Region
• Chugoku Region
• Hokkaido Region
• Shikoku Region
   

The Kanto region, home to Tokyo and several major cities, plays a vital role in Japan’s sports betting market. As the country’s most populous region, it offers a vast consumer base with diverse preferences. The region hosts numerous high-profile sporting events, including horse racing and football matches, which draw large crowds and drive betting activity. The digital infrastructure in Kanto supports the growth of online betting platforms, appealing to younger, tech-savvy audiences. Its economic strength and cultural affinity for sports provide a solid foundation for market expansion. With increasing awareness and accessibility, Kanto remains central to Japan's sports betting growth.

The Kinki region, encompassing Osaka and Kyoto, is a flourishing hub for sports and entertainment, making it a key contributor to the market. Known for its vibrant sports culture, including baseball and basketball, the region attracts passionate fans who actively engage with betting opportunities. Kinki’s strong infrastructure and connectivity enhance the reach of both offline and online betting platforms. The region’s enthusiasm for innovation fosters interest in modern betting formats like live and exchange betting. With its rich sporting tradition and growing digital adoption, Kinki presents significant potential for driving growth in Japan’s sports betting industry.

The Central or Chubu region, with cities like Nagoya, offers a balanced mix of urban development and local sporting traditions, contributing to the sports betting market’s growth. The region is known for its horse racing tracks and motorsports events, which are highly popular among bettors. Chubu’s strategic location as a transportation hub allows for seamless access to major sporting venues and betting facilities. The increasing penetration of online betting platforms in this region is connecting more users to legal and regulated betting opportunities. With its growing urbanization and passion for sports, Chubu is poised to further strengthen Japan's betting market.

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.

Japan Sports Betting Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the Japan sports betting market from 2019-2033.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the Japan sports betting market.
• Porter's Five Forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the Japan sports betting industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.