Real Gamers

Real Gamers

Real Insights

Real Insights

Real Insights

Launching your game in Japan?

Our playtesting and market research de-risk your Japan market entry for confident and successful launches.

Talk to the Team

Talk to the Team

Talk to the Team

See Solutions

See Solutions

See Solutions

Your data-driven connector to Japanese gamers, trusted by EA, Riot Games, and Tencent.

Stop guessing what Japanese players want.

Our team of bilingual gaming researchers delivers the precise cultural understanding you need, de-risking your market entry.

We test your games with real Japanese players and pinpoint exactly why they love (or reject) specific features.

We test your games with real Japanese players and pinpoint exactly why they love (or reject) specific features.

We test your games with real Japanese players and pinpoint exactly why they love (or reject) specific features.

Our bilingual team works like empathetic interpreters, catching critical nuances and cultural details.

Our bilingual team works like empathetic interpreters, catching critical nuances and cultural details.

Our bilingual team works like empathetic interpreters, catching critical nuances and cultural details.

We adapt to your needs as they change on your journey to a successful Japanese launch.

We adapt to your needs as they change on your journey to a successful Japanese launch.

We adapt to your needs as they change on your journey to a successful Japanese launch.

“After three failed attempts to enter Japan, Carter Gaming Lab helped us identify exactly what Japanese players wanted. Their insights were invaluable—they don't just translate, they truly interpret the cultural nuances that make or break a game in this market.”

Example Carter Client

Senior Producer

“After three failed attempts to enter Japan, Carter Gaming Lab helped us identify exactly what Japanese players wanted. Their insights were invaluable—they don't just translate, they truly interpret the cultural nuances that make or break a game in this market.”

Example Carter Client

Senior Producer

“After three failed attempts to enter Japan, Carter Gaming Lab helped us identify exactly what Japanese players wanted. Their insights were invaluable—they don't just translate, they truly interpret the cultural nuances that make or break a game in this market.”

Example Carter Client

Senior Producer

Silhouette of a researcher examining a slide under a microscope with a blue background.
Silhouette of a researcher examining a slide under a microscope with a blue background.
Silhouette of a researcher examining a slide under a microscope with a blue background.

Services tailored to suit any project size.

Services tailored to suit any project size.

Services tailored to suit any project size.

Launch Support

Game Testing

Marketing Testing

Strategic Consulting

Scientist wearing safety goggles and blue lab attire, using a pipette to transfer liquid into a vial in a laboratory setting.

Secure your success into the Japanese market with data from real players.

Our launch support combines cultural intelligence with market-specific data to create a roadmap that maximizes player acquisition, retention, and revenue in gaming's most sophisticated market.

Comprehensive market entry strategy built on behavioral analysis of Japanese players across your specific genre and platform.

Cultural adaptation recommendations that preserve your game's core identity while resonating with Japanese gaming expectations.

Optimization based on real-time player feedback, ensuring sustained performance in a notoriously demanding market.

Launch Support

Game Testing

Marketing Testing

Strategic Consulting

Scientist wearing safety goggles and blue lab attire, using a pipette to transfer liquid into a vial in a laboratory setting.

Secure your success into the Japanese market with data from real players.

Our launch support combines cultural intelligence with market-specific data to create a roadmap that maximizes player acquisition, retention, and revenue in gaming's most sophisticated market.

Comprehensive market entry strategy built on behavioral analysis of Japanese players across your specific genre and platform.

Cultural adaptation recommendations that preserve your game's core identity while resonating with Japanese gaming expectations.

Optimization based on real-time player feedback, ensuring sustained performance in a notoriously demanding market.

Launch Support

Game Testing

Marketing Testing

Strategic Consulting

Scientist wearing safety goggles and blue lab attire, using a pipette to transfer liquid into a vial in a laboratory setting.

Secure your success into the Japanese market with data from real players.

Our launch support combines cultural intelligence with market-specific data to create a roadmap that maximizes player acquisition, retention, and revenue in gaming's most sophisticated market.

Comprehensive market entry strategy built on behavioral analysis of Japanese players across your specific genre and platform.

Cultural adaptation recommendations that preserve your game's core identity while resonating with Japanese gaming expectations.

Optimization based on real-time player feedback, ensuring sustained performance in a notoriously demanding market.

Our track record

Our track record

Our track record

Born from a combination of deep gaming passion and 20+ years of market research experience, Carter Gaming Lab has become Japan’s most trusted partner for gaming companies entering the world’s toughest gaming market.

200+

Successful playtests conducted across all genres.

90%+

International client base including AAA studios.

*As of January 2025. Based on Carter Gaming Lab client portfolio 2022-2024.

Our process

Our process

Our process

Strategic Discovery

Our deep-dive discovery process starts with understanding your game's unique vision and challenges. We align on clear success metrics and develop a custom research approach that maximizes your Japan market potential.

Learn More

Strategic Discovery

Our deep-dive discovery process starts with understanding your game's unique vision and challenges. We align on clear success metrics and develop a custom research approach that maximizes your Japan market potential.

Learn More

Strategic Discovery

Our deep-dive discovery process starts with understanding your game's unique vision and challenges. We align on clear success metrics and develop a custom research approach that maximizes your Japan market potential.

Learn More

Scoping & Go-Ahead

We define the perfect research methodology for your needs, identify the right player demographics, and create testing protocols that reflect your goals. Once aligned, we move quickly to tap our network of Japanese gamers.

Learn More

Scoping & Go-Ahead

We define the perfect research methodology for your needs, identify the right player demographics, and create testing protocols that reflect your goals. Once aligned, we move quickly to tap our network of Japanese gamers.

Learn More

Scoping & Go-Ahead

We define the perfect research methodology for your needs, identify the right player demographics, and create testing protocols that reflect your goals. Once aligned, we move quickly to tap our network of Japanese gamers.

Learn More

Research & Reporting

Whether through playtests, focus groups, or strategic consulting, we conduct research in Japanese with real-time translation. You get insights delivered in your preferred format, from video highlights to actionable reports.

Learn More

Research & Reporting

Whether through playtests, focus groups, or strategic consulting, we conduct research in Japanese with real-time translation. You get insights delivered in your preferred format, from video highlights to actionable reports.

Learn More

Research & Reporting

Whether through playtests, focus groups, or strategic consulting, we conduct research in Japanese with real-time translation. You get insights delivered in your preferred format, from video highlights to actionable reports.

Learn More

Read our latest insights

Read our latest insights

Read our latest insights

News

Apr 1, 2025

Redefining Play: The Rise of Social Gaming and Cultural Shifts in Japan’s Gaming Ecosystem

News

Apr 1, 2025

Redefining Play: The Rise of Social Gaming and Cultural Shifts in Japan’s Gaming Ecosystem

News

Apr 1, 2025

Redefining Play: The Rise of Social Gaming and Cultural Shifts in Japan’s Gaming Ecosystem

News

Mar 28, 2025

Japanese Gaming Sensitivities: Navigating Between PC/Console, Mobile, and Nintendo

News

Mar 28, 2025

Japanese Gaming Sensitivities: Navigating Between PC/Console, Mobile, and Nintendo

News

Mar 28, 2025

Japanese Gaming Sensitivities: Navigating Between PC/Console, Mobile, and Nintendo

News

Apr 1, 2025

The Evolution of Gaming Culture in Japan: From Arcades to Mobile Gaming

News

Apr 1, 2025

The Evolution of Gaming Culture in Japan: From Arcades to Mobile Gaming

News

Apr 1, 2025

The Evolution of Gaming Culture in Japan: From Arcades to Mobile Gaming

Client voices

Client voices

Client voices

“Carter Gaming Lab has been transformative for our Japan strategy. They bridge the impossible gap between Western game development and Japanese player expectations.”

Avatar

Example Carter Client

Executive Producer, AAA Gaming Studio

Meet our team

Meet our team

Meet our team

Gamers by passion, expert researchers by trade.

Carter Gaming Lab combines the cultural intuition of professional Japanese gamers with the analytical rigor of Japan's most respected research group. Together, we're a uniquely positioned team of bilingual specialists who know exactly what it takes to succeed in gaming's most sophisticated market.

30+

Years of trusted market research leadership in Japan

60+

Research and gaming specialists across Tokyo and Osaka

*As of January 2025. Statistics combine Carter Gaming Lab and Carter Group resources.

Talk to the Team

Talk to the Team

Talk to the Team

A woman with red hair and a black sleeveless top smiling confidently in a bright, modern indoor setting.
A woman with red hair and a black sleeveless top smiling confidently in a bright, modern indoor setting.
A woman with red hair and a black sleeveless top smiling confidently in a bright, modern indoor setting.

View latest case studies

View latest case studies

View latest case studies

Case Study

Mar 12, 2025

Japanese Gamers Rejected Your Game - Here's Why It's Costing You Millions

Case Study

Mar 12, 2025

Japanese Gamers Rejected Your Game - Here's Why It's Costing You Millions

Case Study

Mar 12, 2025

Japanese Gamers Rejected Your Game - Here's Why It's Costing You Millions

Case Study

Mar 12, 2025

Global Hit to Japan Flop: Why 'Game of the Year' Titles Crash in Tokyo

Case Study

Mar 12, 2025

Global Hit to Japan Flop: Why 'Game of the Year' Titles Crash in Tokyo

Case Study

Mar 12, 2025

Global Hit to Japan Flop: Why 'Game of the Year' Titles Crash in Tokyo

Case Study

Mar 12, 2025

Japanese Players Rejected This Game Until One Critical Change—It Wasn't Translation

Case Study

Mar 12, 2025

Japanese Players Rejected This Game Until One Critical Change—It Wasn't Translation

Case Study

Mar 12, 2025

Japanese Players Rejected This Game Until One Critical Change—It Wasn't Translation