The Department for Business and Trade (DBT) in partnership with UK Interactive Entertainment (UKIE) and Games London are delighted to open Expressions of Interest to UK games companies to take a trade mission to Japan, July 14th – 24th 2025.  

Selected delegates will connect with industry players in Tokyo, attend BitSummit and engage with our specially curated Video Games Transforming Lives exhibit at the Osaka World Expo 2025.  

BitSummit is Japan’s leading independent games festival, taking place in Kyoto and attracting global industry players.  

Video Games Transforming Lives Exhibit at Expo, is a four-part exhibit designed to showcase UK innovation, creativity & accessibility in games - in partnership with National Video Games Museum.  

Held over six months, the World Expo will take place in Osaka, Japan, from April to October 2025 and is forecast to attract in the region of 28 million visitors, encompassing the overarching Expo theme of ‘Designing Future Society for Our Lives’.  

This mission is aimed at ambitious games companies, looking to explore or grow their footprint in Japan.  You will also gain market insights to provide a full understanding of the Japanese games landscape.  
 

Why Japan? 

With a population of 120 million people, Japan is the fourth biggest economy in the world, enjoys a high GDP per capita, and represents a huge opportunity for the UK, which currently exports £11.9bn to Japan annually.  

The UK has two Free Trade Agreements (FTAs) with Japan which provide favourable trade terms, including tariffs and simplified customs procedures, helping to make UK products more competitive and attractive to Japanese buyers.  

• The UK-Japan Comprehensive Economic Partnership Agreement (CEPA) henceforth referred to as the UK-Japan FTA, which entered into force on 1 January 2021 
• The Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP), which entered into force between the UK and Japan on 15 December 2024 

Key opportunities for UK developers:

• Over half of Japan’s population are gamers 
• 64% of players in Japan are aged 25-45 
• Japan is the 3rd largest games market in the world by revenue  
• Market size is expected to reach $24 billion in 2025 
• Japan is home to leading games companies including Nintendo, Sega, Bandai Namco, Taito & Sony 

Key benefits of attending the Mission:

• Pre-mission masterclasses on Japan games industry, culture & localisation and market entry and Pre-mission networking events 
• Support from DBT partners Ukie and Games London  
• Access to the Meet-to-Match meeting platform and networking events at BitSummit   
• Dedicated UK stand space at BitSummit   
• B2B/B2C meeting opportunities  
• DBT hosted networking receptions in Tokyo, Kyoto and Osaka Expo  

Costs:  
There is a £150 plus VAT mission fee payable to UKIE to secure a place. This fee will go towards overall mission costs.  

Delegates will cover their own international and domestic travel, accommodation and sustenance.  

Virtual Info Session:  

We will host a virtual information session for all interested delegates – date TBC. All registered EOIs will receive an invite.  
 
How to register your interest: 

  Apply using the button below to complete your expression of interest.  

Please note:  

Applications submitted are 'Expressions of Interest' only at this stage and do not guarantee an offer of a place on this mission. Planned activity may be subject to change. Due to travel times to Japan – suggested dates are July 14th to July 24th. This includes time in Tokyo, Kyoto and Osaka. Spaces are limited and will be by invitation only.   Expressions of interest close midnight on April 30th  

If you have any questions, please contact us at creative@businessandtrade.gov.uk