GEM Partners Survey Reveals Demographics of Nintendo Franchise Fans in Japan

A recent large-scale survey conducted by GEM Partners has provided detailed insights into the demographics of Nintendo game fans across Japan.

Targeting an audience of 180,000 participants aged 15 to 69, this extensive analysis sheds light on gender and age distribution trends for major Nintendo franchises on platforms like the Nintendo Switch.

The findings were originally reported by Nikkei, with further coverage by Nintendo Patents Watch and MyNintendoNews, offering a unique snapshot of the Japanese gaming landscape. Among the key takeaways, Nintendo intellectual properties (IPs) stand out for attracting a higher proportion of female players compared to other major game series.

Animal Crossing leads the way with a remarkable 75% female fanbase and an average player age of 35.

The Kirby series shows similar trends, with 55% of its surveyed fans identifying as female and an average age of 30.

These figures underscore the broad and inclusive appeal of Nintendo’s approachable, family-friendly design ethos. Series with more balance include Pokémon and The Legend of Zelda, each demonstrating a 60:40 player split in favor of males, based on the survey results.

The iconic Mario franchise reports a 70:30 male-to-female ratio among surveyed players, with the average age sitting at 32 years old.

Meanwhile, newer games like Splatoon display a 65:35 split, also skewing younger, as the average age of fans falls below 30.

These stats highlight how each Nintendo property connects with varying demographics. In comparison, the overall category of "Games In General" across the surveyed audience showed a pronounced male dominance, with a 75:25 ratio favoring men aged 30 and above—a notable contrast to many Nintendo series. The report also touches on Japanese RPG stalwarts that began life on Nintendo consoles.

Both Final Fantasy and Dragon Quest, legendary titles in the RPG genre, have the oldest average surveyed player age at 42, tying with Disney Tsum Tsum in this regard.

This data highlights how certain franchises retain their longstanding fanbase even as they and their players mature. Furthermore, GEM Partners found that the vast majority of Japanese gamers are young mobile users.

Yet, Nintendo’s IPs are not only successful in attracting young players to the Nintendo Switch and other consoles but also maintain significant interest among those over 30—a testament to the staying power and multi-generational appeal of Nintendo’s games. Although this survey focuses exclusively on Japanese gamers, its massive sample size and detailed breakdowns provide valuable insights for the industry.

As Nintendo continues to diversify its lineup and reach new audiences via the Nintendo Switch, understanding these demographic trends is pivotal for future development and marketing strategies. For industry professionals and avid fans alike, these findings offer a deeper understanding of why Nintendo remains a leader in connecting with all ages and backgrounds through its ever-expanding catalogue of beloved franchises.

Pokémon Kirby Nintendo Switch Animal Crossing Nintendo Mario Japan Switch GEM Partners Zelda Splatoon Final Fantasy Dragon Quest Disney Tsum Tsum