Game-related posts on X (formerly Twitter) rank first in Japan. What is X's community strategy for the gaming industry?
Note: the original Japanese article can be found at:
https://www.4gamer.net/games/991/G999104/20251020041/
Deputy Editor-in-Chief: Noguchi | 2025/10/20 08:11 (UTC)
On October 17, 2025, at the “gamescom Asia × Thailand Game Show 2025” event held in Bangkok, Aaron Kobes, Head of Gaming at X Advertiser Conference (XAC), delivered a keynote speech titled “Gaming on X – Conversations, Communities & Beyond.”
He explained, with concrete data and case studies, how X (formerly Twitter) as a social media platform has become central to advertising strategies and community building within the gaming industry.
Kobes first presented X’s impressive growth statistics: monthly active users reached 548 million, a 3% increase year-on-year. Even more notable, however, was the 90% surge in daily engagement.
Simultaneously, video views rose by 38%, reflecting that users are not just passively consuming information on the platform but actively engaging with content and spending significantly longer time there.
Looking across all conversation categories on X, sports dominate first place—but gaming ranks second in total volume of conversations.
Kobes explained that X functions as a “golden platform” during key moments such as esports events, major sporting events, and cultural milestones. For gaming brands especially, it offers an unparalleled opportunity to reach audiences at their most engaged times—when real-time conversation is concentrated.
Gamers consistently love talking about games. Game-related conversations on X are “always-on,” generating over 20 million posts daily—a number that continues to grow, forming a market size impossible to ignore for the gaming industry.
Among global markets, what stood out was Japan’s dominant presence in game-related posting volume. In this category, Japan leads far ahead of other markets.
While the U.S. remains the largest user base by active users, Japan ranks first in daily conversations, followed closely by the U.S. in second place and Thailand in fourth.
The influence of Southeast Asian and broader Asian markets is also significant. Countries like Thailand, Indonesia, India, and the Philippines contribute heavily to X traffic. Notably, in markets such as Japan, South Korea, and India, mobile games occupy a very high share of conversation volume.
This indicates that for mobile game publishers operating in Southeast Asia, South Korea, or Japan, effective use of X is crucial.
While PC and console gaming generate the highest number of posts overall, mobile gaming shows particularly strong growth. X has become a central hub for conversations across genres including action-adventure, RPGs, fighting games, FPS/TPS, and sports.
It’s also interesting that although Japan leads in game-related posts on X, most of the games being discussed are overseas titles. Image Gallery No.005 thumbnail / Game-related posts on X are highest in Japan. What is X’s community strategy for the gaming industry?
Kobes emphasized that many of the top games in 2024 were developed or published somewhere in Asia. This reflects broader industry direction toward Asian markets, cultures, and monetization strategies. Top game-related hashtags also reflect the global dominance of Asian culture.
Regarding X’s gaming audience, one key characteristic is its youthfulness: 70% are under 35 years old, and one in three gamers on the platform belongs to Generation Z. These users show a strong tendency to purchase games promoted on the platform—meaning X not only attracts the right audience but also supports acquiring high-value long-term customers.
In fact, data showed that X users are 13% more likely to download games. Elon Musk, owner of the platform, is also actively focusing on building a platform tailored specifically for gamers—another key factor in future developments.
A standout example of X’s real-time impact was the leak of the Grand Theft Auto VI trailer. Within just a few hours, it reached 20 million views on X. Rockstar Games seized this moment to release their official trailer, which was then shared by celebrities and influencers worldwide. Over two days surrounding the release, more than 1.5 million people posted or reposted the official trailer—clearly demonstrating audience engagement.
At the end of his talk, Kobes discussed future developments through X’s integration with X.AI. Recently, X has merged with X.AI into a single entity called “X.AI Holdings.” This enables X to leverage AI to optimize ad campaigns, target audiences, ensure brand safety, and enhance product understanding. Creative optimization will soon be introduced, enabling AI-powered advertising experiences.
Kobes concluded by emphasizing that X provides products designed to maximize engagement, awareness, and conversion throughout the entire lifecycle—from launch through sustained growth.
A place where millions of gamers are always engaged and ready to connect, continuously creating unique moments worth capturing—that is X.
Gamers are not passive consumers—they are essential drivers of engagement. The importance of leveraging X for the gaming industry may only grow in the future.