[Apply Now] Mobile Gaming Marketing Manager in Japan: What You Need to Know
Shibuya, June 4th 2025.
I attended the Game Future Summit.
Flashing screens, arcade cabinets, fight sticks.
Almost none of that was there.
The screens showed data, not games.
Charts about the mobile ad spend on iOS vs Android.
Graphs of the amount of fraudulent downloads by app genre.
All to aid you.
The mobile marketer.
Oh?
You’re not a mobile marketer yet, but you want to learn about the position?
You clicked the right Gemini suggestion.
There’s a lot to cover, so let’s get started.
Mobile Gaming Marketing Manager - Role Overview
Marketing Managers in Japan's mobile gaming sector operate at the intersection of creative strategy, player insight, and performance-driven execution.
You'll serve as the driving force behind Japan-specific campaigns for globally developed mobile games.
Rather than localizing HQ directives, your job is to own the local strategy.
You’ll identify market trends, craft campaign roadmaps, coordinate cross-functionally, and adjust in real time based on data and player feedback.
The role sits in a small Japan-based team that reports to global or APAC stakeholders.
Expect to work closely with teams in Singapore, China, or the U.S., and to manage local execution with limited resources.
Core Responsibilities
Develop and execute comprehensive marketing strategies tailored to the Japanese mobile gaming market
Lead launch and live-service campaigns across channels: digital advertising, social media, influencer marketing, PR, and events
Provide local market insight to shape global strategy; collaborate with regional and global teams
Manage relationships with media outlets, advertising agencies, and content creators
Drive community engagement through SNS platforms, forums, and influencer tie-ins
Own the communication plan for live operations and in-game events
Track campaign performance and optimize using data-driven insights
Coordinate localization efforts and ensure brand consistency across touchpoints
Skills and Tools You’ll Need
Strategic & Data-Driven Thinking
Success is measured by metrics like ROAS, CPI, DAU, and retention
Ability to use data to shape and refine campaign strategy
Market & Genre Expertise
Deep understanding of Japanese mobile gamers, especially those who play anime-style RPGs or strategy games
Strong sense of what motivates installs, engagement, and in-game purchases
Digital Platform Mastery
Experience with platforms like:
Google UAC, Facebook Ads, TikTok for Business, Twitter Ads
LINE, Discord, YouTube, Reddit, Forums
Appsflyer, Adjust, or similar analytics tools
Creative Localization & Content Strategy
Adapt global campaign assets with strong cultural fluency
Collaborate with influencers and creators (YouTube, Twitch, NicoNico, Pixiv)
Understand and apply SEO best practices for thumbnails, tags, and video content
Communication & Stakeholder Management
Native-level Japanese is essential for media and player engagement
Business English or Mandarin often required for HQ communication
Strong interpersonal and community crisis management skills
Language Requirements
Roles require fluent Japanese and English.
You’ll be the bridge between global HQ and the Japanese market, handling everything from campaign approvals to agency coordination.
Candidates with only English fluency find it hard to break into these roles unless they bring extraordinary experience.
It isn’t impossible, but it will be an uphill battle.
Resume & Interview Tips
Tailor your resume for mobile gaming, console-only experience is not relevant
Include:
Game titles and genres (anime RPG, strategy, F2P, gacha)
Metrics and outcomes ("Increased DAU by 30% through re-engagement campaign")
Tools/platforms used (Appsflyer, TikTok, YouTube, LINE)
Keep portfolios updated with campaign visuals, social content, and influencer collaborations
Be ready to discuss mobile player behavior, your local insights, and campaign execution from start to finish
Career Path
Next steps include:
Senior UA Manager
Product Marketing or Brand Director
APAC or Global Marketing Lead
Country Manager or Publishing Director roles
Experience in mobile marketing provides versatile, in-demand skills across entertainment and consumer tech.
Salary Range
¥7M to ¥12M is common
¥14M+ possible at top-tier studios or with proven success in user acquisition
Companies like Niantic and some Chinese publishers may pay above market to attract top bilingual talent
Tips from Jordan Sugimoto
Performance Marketing First: Unlike console roles, mobile roles are metrics-driven — highlight ROAS, UA strategy, and platform-specific experience
Anime/RPG Genre Experience: Highly valued by hiring managers — bring this to the forefront of your application
Start Small: Growth-stage or indie experience in mobile can be more impressive than big logos
Clarify Scope: Make sure you understand how much of the role is strategy vs execution
Japan Teams Are Lean: Be ready to operate autonomously and wear multiple hats
FAQ
Do I need to speak Japanese?
Yes. Native-level Japanese is required. English or Mandarin is often needed for HQ collaboration.
Is platform experience important?
Yes. Mobile marketing experience is essential. In the eyes of the company, console-only backgrounds don’t translate.
Is a portfolio required?
Yes. Showcase campaign work, influencers managed, and creative assets.
How detailed should my resume be?
In Japan, longer is better. Include 3–4 pages of detailed work history, project roles, and campaign results.
Are salaries competitive?
It depends. Some publishers pay below market, but others offer generous compensation to secure bilingual talent.
