A recent survey by GEM Partners shed light on the changing demographics of the gaming landscape in Japan. Polling 180,000 gamers, the results revealed intriguing insights into age and gender preferences among players. One surprising outcome is that younger audiences are turning away from long-established Square Enix franchises such as Final Fantasy and Dragon Quest.
According to the survey, the average age of players for these iconic titles is 42. Since both franchises launched in the mid-’80s, it’s clear their core fans have grown up with them. Despite Square Enix’s continued investments in new releases and remasters, they admitted in 2025 that they haven’t been hitting all their sales targets, struggling to captivate newer, younger players.
Final Fantasy 16, the latest in the series, exemplifies this challenge. Despite its ambitious efforts, it didn’t capture a wide enough audience. Titles like Final Fantasy 7 Remake and Rebirth attracted nostalgic fans but didn’t succeed in lowering the average age of players in Japan.
Meanwhile, fresh data from the GEM Partners report highlights where younger gamers are focusing their attention. Multiplayer games on mobile, such as Brawl Stars, have captivated an average age of 18, indicating a shift towards more portable and social gaming experiences.
Nintendo continues to thrive across various demographics. Known for its family-friendly approach, the company boasts a diverse audience, with games like Splatoon appealing to 27-year-olds and the Mario and Pokémon series attracting players in their early 30s.
This evolving dynamic showcases how gaming preferences are shifting, with new trends emerging and old franchises facing the challenge of staying relevant to the next generation of players.
