Unmasking the Trend: 1 in 5 Top Games Feature Cosplayers, with China Leading the Charge

Spice Smart announced the results of a survey of cosplayers who were featured in events, official ambassadors, commercials, live broadcasts, etc. in 317 smartphone game titles, and 20% of the titles in the top 100 sales rankings featured cosplayers. He revealed. Of these, 65.6% were games developed and operated in Greater China.

[Survey overview]
・Period: January 1, 2024 – July 31, 2024
・Contents: A survey of popular domestic/overseas cosplayers who have been used, their trends, and usage examples for titles released after 2020 that have been in the top 100 sales rankings during the survey period.

A total of 182 cosplayers were surveyed, of which 17 cosplayers were featured in three or more titles. COSPLAYERS ARCHIVE, Japan’s largest SNS specializing in cosplay, has over 329,000 registered cosplayers (as of the time of the survey).

In addition, “World Cosplay Summit 2024”, one of the world’s largest cosplay festivals, was held in Nagoya City, Aichi Prefecture from August 2nd to 4th, 2024, and there were 250,000 visitors from all over the world over three days. The number of visitors to Tokyo Game Show 2024, which was held in September 2024 in the same year, was 274,739 people over the four days, indicating that the number of cosplayers is rapidly catching up with the gaming population.

In recent years, smartphone games are increasingly using cosplayers not only at events, but also as official ambassadors, web commercials, and official live broadcasts.

Of the 317 hit titles surveyed this time, 64 (20.2%) featured cosplayers. Of the 64 titles that feature cosplayers, over 60% are titles that feature many beautiful girl characters.

▲64 titles featuring cosplayers Country/region of developer (Spy Smart survey)

Additionally, of the 64 titles that featured cosplayers, 65.6% were from Greater China, 20.3% from Japan, and 14.1% from South Korea. It can be seen that titles in Greater China tend to use cosplayers much more often than in Japan.

The most common method of appointment is to participate in events and appear on official live broadcasts. He was then appointed as an official ambassador, and there were 8 cases in this investigation. In addition, there are a wide variety of other cases such as appearing in web commercials, collaborating in games, and singing theme songs.

Specific examples and details are introduced in detail by title in the research report.

[Investigation report INDEX]
Overview of this special feature
Introduction
Survey overview
Aggregated data
Cosplayer usage status by title
Cosplayers who have been featured in 3 or more titles
Overall trend of cosplayers
Introduction of popular cosplayers
Domestic popular cosplayer
Popular overseas cosplayers
Pick up case studies
Event participation examples
Examples of ambassador appointments
PR video appearance example
Program appearance examples
In-game collaboration examples
Theme song singing example
General review

This research report is distributed to LIVEOPSIS members provided by Spice Mart.