FamilyMart to triple in‑store game offerings across Japan

Retailer plans around 5,000 outlets featuring crane game machines and themed “playable” experiences.

FamilyMart is preparing a major expansion of its entertainment‑focused store model, aiming to increase the number of outlets equipped with crane game machines and other prize‑winning games to roughly 5,000 across Japan. The initiative seeks to attract more foot traffic at a time when the domestic convenience‑store market is highly saturated.

The company is also developing collaborations with popular anime franchises to create immersive store designs under the concept of “playable convenience stores,” blending retail with themed entertainment experiences.

Industry data reflects the shift in consumer behavior. According to the Japan Amusement Industry Association, the crane game market grew to 364.3 billion yen ($2.3 billion) in fiscal 2023, double the previous level, while the number of amusement arcades fell to 8,548 as many smaller venues near train stations closed. 

Rival Lawson has introduced similar machines at around 1,300 stores, often based on concepts proposed by franchise owners.

FamilyMart currently offers 100‑yen‑per‑play crane games, with machines typically installed in areas where magazine shelves have been removed or near eat‑in spaces. They have also become popular with foreign tourists, aided by the global reach of anime through streaming platforms.

The company plans to increase the number of stores decorated inside and out with themes from well‑known anime series, turning them into small‑scale tourist attractions for dedicated fans.