Tokyo, December 26, 2024 – A recent survey conducted by Toys King, operators of “T-BASE JAPAN,” reveals that 70% of Generation Z (born between 1996 and 2012) are captivated by the revival of ‘retro culture’, with a significant focus on retro games. The survey, aimed at understanding the preferences and buying habits of this demographic, highlights the unique appeal and freshness of retro games as key factors driving this trend.
Key Findings from the Survey:
- Interest in Retro Culture: About 60% of Generation Z expressed interest in retro culture, with 20.5% being “very interested” and 39.5% “somewhat interested.”
- Popular Genres: The most popular genres within retro culture include miscellaneous goods (39.2%), food (38.4%), anime (37.4%), and games (36.9%), indicating a broad appreciation for nostalgic elements in daily life and entertainment.
- The appeal of Retro Games: The allure of retro games lies in their “interesting” nature (46.9%), the unique enjoyment from a new perspective (38.8%), and habit-forming soundtracks (38.8%).
- Buying Preferences: Approximately 60% of those interested in purchasing retro games prefer buying from physical stores, citing quality checks and the security of direct purchase as decisive factors.
- Concerns with Online Purchases: Common anxieties include doubts about product authenticity, operational conditions of games, and the reliability of online transactions.
Why Retro Games?
Generation Z’s interest in retro gaming is driven by the desire to experience gameplay elements not found in modern video games, such as unique challenges, simple operations, and distinctive music and sound effects. This nostalgia combined with a fresh discovery aspect seems to be particularly engaging for young gamers.
Retail Experience:
For those looking to dive into the world of retro games, “T-BASE Shibuya PARCO Store” was recommended as a go-to destination. Located in Shibuya PARCO, it began handling retro games in August 2024, offering a range of vintage gaming experiences from the 80s and 90s.
Survey Details:
- Conducted: October 17-18, 2024
- Method: Online survey via PRIZMA
- Participants: 1,004 Generation Z individuals
- Source: Toys King (Yamato Co., Ltd.)
This trend underscores a broader cultural shift where the value of simplicity, challenge, and nostalgia in gaming is making a strong comeback, particularly resonating with a generation that values both novelty and history in their entertainment choices.
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