Shocking Truth! Are Japanese Steam Users Review Stingy?
The answer is yes, kind of. A recent survey conducted by AUTOMATON WEST involving nearly 5,000 of its Japanese readers confirmed the widely discussed trend. Japanese Steam users are less active in leaving positive reviews compared to the global average. This comes amidst a larger conversation that began on X (formerly Twitter) regarding the “negative review habit” among domestic users. This is a crucial topic since Steam recently added the option to display language-specific review scores. Publishers and users now have clearer insight into a game’s performance in different regions, including Southeast Asia (SEA).
The survey’s findings highlight a general reluctance among core Japanese PC and Steam gamers to actively write reviews, whether positive or negative. Only 24.3% of respondents said they occasionally leave positive reviews. A significant 39.7% stated they leave reviews very rarely. Finally, 25% of participants confessed they do not leave Steam reviews at all. These numbers show that the Japanese reader base, even being composed of dedicated Steam users, is not highly active in submitting reviews. In comparison to other global data, Japanese reviews also have a generally lower rate of positivity, currently sitting at around 73% positive, making them one of the strictest language groups on the platform.
The reasons behind this low review rate and relative strictness are quite layered, reflecting a unique cultural approach to feedback: A High Bar for Reviewing: Many players consider writing a review a tiring task. They only feel motivated if they have something specific or impactful to say. Targeted Reviewing: When they do write, users often focus on indie games, titles with very few existing Japanese language reviews, or games they believe are “unfairly” rated. This suggests a selective approach aimed at specific needs. Social Comfort: Some users expressed discomfort with writing reviews. They feel uncomfortable being seen by other players or simply feel their opinion is not important enough. The Baseline Effect: Culturally, there is an observation that Japanese people often start grading from a neutral baseline. They then adjust up or down from there, rather than starting with a more Western-style, higher-rating default. In essence, a review is often reserved for an experience that moves the player strongly for better or for worse. Enjoying a game might not be enough to justify the effort or social exposure of writing a public comment.
This trend is particularly challenging for local Japanese indie creators. They often struggle to stand out during major events like Steam Next Fes or to surpass strict overall review thresholds. Therefore, raising awareness about the importance of writing positive reviews is becoming crucial. Developers are now actively encouraging their loyal players to leave feedback. This can help boost the visibility of well-received titles and give them the success they deserve within the massive and growing gaming community in Southeast Asia. Some players even suggest that an easier “like button” option could resolve the problem by offering instant support without requiring a detailed review.
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