廣悅（香港）律師事務所

遊戲出海：中國遊戲在日本如何規避法律風險？

引言

中國遊戲產業近年來發展迅猛，出海已成為眾多遊戲企業的戰略選擇。日本作為全球第三大遊戲市場，以其成熟的玩家群體、獨特的文化背景和強大的消費能力，吸引了大量中國遊戲廠商的目光。然而，日本嚴格的法律法規體系和複雜的市場環境，也為中國遊戲企業帶來了諸多合規挑戰。本文旨在深入分析中國遊戲企業在日本市場可能面臨的法律風險，並提供相應的規避策略，以期幫助企業在日本市場行穩致遠。

核心法律風險分析

A. 知識產權保護

日本擁有完善的知識產權法律體系，對著作權、商標權、專利權等保護力度較大。對於遊戲產品而言，其美術、音樂、劇情、程序代碼等均可能構成著作權保護的客體。中國遊戲企業在進入日本市場時，需特別關注以下幾點：

著作權侵權風險：未經授權使用日本動漫、遊戲、音樂等IP元素，或在遊戲內容上與現有作品高度相似，均可能構成著作權侵權。日本法院在著作權侵權案件中，通常會嚴格審查作品的獨創性和相似性，並可能判處高額賠償。

商標權保護：遊戲名稱、Logo、角色名稱等均可注冊為商標。在進入日本市場前，應進行充分的商標檢索，避免侵犯他人在先權利，並及時在日本注冊自有商標，以獲得法律保護。

專利權風險：雖然遊戲玩法和界面設計通常難以獲得專利保護，但某些獨特的技術實現方式（如特定的匹配算法、渲染技術等）仍可能涉及專利。企業應評估自身技術是否可能侵犯日本現有專利，並考慮在日本申請相關專利。

B. 個人信息保護與數據合規

日本是亞洲最早頒布個人信息保護法律的國家之一，其《個人信息保護法》（Act on the Protection of Personal Information, APPI）對個人信息的收集、使用、存儲和傳輸有著嚴格的規定。中國遊戲企業在日本運營時，必須高度重視數據合規：

APPI的核心要求：APPI要求企業在處理個人信息時，必須明確告知用戶目的、獲得用戶同意，並采取必要的安全管理措施。對於敏感個人信息（如健康信息、犯罪記錄等），要求更為嚴格。

用戶數據收集與使用：遊戲在注冊、充值、社交互動等環節會收集大量用戶數據。企業需確保數據收集的合法性、必要性，並嚴格按照告知的用戶目的使用數據。跨境數據傳輸也需符合APPI的規定。

數據安全管理：企業有義務采取技術和組織措施，保護用戶個人信息免受未經授權的訪問、泄露、篡改或丟失。一旦發生數據泄露事件，需及時向監管機構和受影響用戶報告。

C. 消費者保護與運營合規

日本在消費者權益保護方面有著完善的法律體系，主要涉及《資金結算法》和《不當景品類及不當表示防止法》（景品表示法）。

《資金結算法》對虛擬貨幣和道具的規制：如果遊戲內虛擬貨幣或道具可以兌換為現實貨幣或具有類似功能，可能被認定為“預付支付手段”，從而受到《資金結算法》的規制，要求企業進行登記、提供擔保等。此外，遊戲內贈送的點數或道具的金額上限也可能受法律限制。

未成年人保護：雖然日本法律並未明文禁止向未成年人銷售遊戲，但考慮到遊戲內容可能對未成年人產生影響，行業通常會進行內容分級（如CERO），並可能對未成年人的消費行為進行限制。企業應關注行業自律規範，並采取措施保護未成年人。

《景品表示法》對促銷活動的限制：該法禁止企業進行不當的景品表示（如虛假宣傳、誇大效果）和過度的景品提供（如抽獎活動中獎品價值過高）。遊戲內的抽卡、扭蛋等機制，以及各種促銷活動，都需嚴格遵守該法的規定，確保公平透明，避免誤導消費者。

D. 內容審查與社會責任

盡管日本政府對遊戲內容沒有強制性的事前審查制度，但行業自律和文化敏感性仍是中國遊戲企業需要關注的重點。

CERO分級制度：日本計算機娛樂分級機構（CERO）對遊戲內容進行分級，雖然是自願性質，但幾乎所有在日本發行的遊戲都會進行CERO分級。企業應根據遊戲內容申請相應的分級，並確保遊戲內容符合分級標准。

文化差異與本地化：日本玩家對遊戲內容的文化背景、審美偏好有其獨特性。不恰當的文化元素、敏感的曆史或政治內容，都可能引發玩家反感，甚至導致社會爭議。因此，深入了解日本文化，進行精細化的內容本地化至關重要。

社會倫理與道德風險：遊戲內容應避免涉及暴力、色情、賭博等可能觸犯社會倫理和道德底線的內容，以免引發負面輿論和監管關注。

典型案例解讀

案例一：知識產權侵權——《白貓計劃》訴《怪物彈珠》

2018年，日本知名遊戲公司Colopl（《白貓計劃》開發商）對Mixi（《怪物彈珠》開發商）提起訴訟，指控《怪物彈珠》侵犯了《白貓計劃》的11項專利，包括“在虛擬3D空間中用手指操作角色移動”等核心玩法專利。雖然此案最終以和解告終，但Colopl最初索賠金額高達96.99億日元（約合人民幣6億元），凸顯了日本對遊戲核心玩法和技術專利保護的重視。這一案例警示中國遊戲企業，在遊戲研發過程中，不僅要關注美術、音樂等著作權，更要對核心玩法機制進行專利檢索和風險評估，避免陷入高額賠償的泥潭。

案例二：景品表示法——手遊抽卡概率公示不當

日本《景品表示法》對遊戲內抽卡（Gacha）機制有嚴格規定，要求遊戲運營商必須明確公示抽卡概率，且不得進行虛假或誤導性宣傳。2017年，日本消費者廳曾對某手遊運營商因未充分公示抽卡概率而發出行政指導，要求其改進。此外，如果抽獎活動中獎品價值過高，也可能觸犯《景品表示法》關於“過度景品提供”的規定。中國遊戲企業在設計抽卡和促銷活動時，必須嚴格遵守日本的法律規定，確保概率透明、信息真實，避免因違規操作而面臨行政處罰或消費者訴訟。

案例三：個人信息保護——數據泄露事件的合規應對

2020年，日本某知名遊戲公司發生大規模用戶數據泄露事件，導致數百萬用戶的個人信息被盜。事件發生後，該公司因未能及時向監管機構報告、未能充分告知受影響用戶以及安全防護措施不足，受到了日本個人信息保護委員會的嚴厲調查和行政指導。這一案例強調了中國遊戲企業在日本運營時，必須建立完善的數據安全管理體系，制定詳細的數據泄露應急響應預案，並嚴格遵守APPI關於數據泄露報告和通知的義務，以降低合規風險和聲譽損失。

給中國企業的建議

前期盡職調查與法律咨詢：在進入日本市場前，務必進行全面的法律盡職調查，了解日本遊戲行業的最新法律法規和監管動態。尋求專業的日本法律團隊提供咨詢服務，是規避風險的有效途徑。

本地化合規團隊建設：組建或委托熟悉日本法律和文化的本地化合規團隊，負責日常運營中的法律風險識別、評估和應對。

合同與協議的嚴謹性：與日本合作夥伴（如發行商、IP授權方）簽訂的各類合同和協議，應由熟悉日本法律的專業人士起草和審查，明確各方權利義務，規避潛在糾紛。

持續關注法律法規變化：日本的法律法規並非一成不變，特別是數據保護、消費者權益等領域，可能會有新的修訂和解釋。企業應建立常態化的法律法規監測機制，及時調整合規策略。

結語

日本遊戲市場機遇與挑戰並存。中國遊戲企業若想在日本市場取得成功，除了優質的遊戲內容和精細化的運營，更需將法律合規置於戰略高度。通過深入了解日本法律體系，積極構建合規體系，並持續關注市場變化，在日本市場贏得一席之地，實現可持續發展。

Gaming Goes Global: Gaming Goes Global: How Chinese Game Companies Can Avoid Legal Risks in Japan

Introduction

The Chinese gaming industry has experienced rapid growth in recent years, with overseas expansion becoming a strategic choice for many game companies. Japan, as the world’s third-largest gaming market, attracts numerous Chinese game developers with its mature player base, unique cultural background, and strong consumer spending power. However, Japan’s stringent legal and regulatory framework and complex market environment also present various compliance challenges for Chinese game companies. This article aims to deeply analyze the legal risks Chinese game companies may encounter in the Japanese market and provide corresponding risk avoidance strategies, hoping to help enterprises achieve stable and long-term development in Japan.

Core Legal Risk Analysis

A. Intellectual Property Protection

Japan boasts a comprehensive intellectual property legal system with robust protection for copyrights, trademarks, and patents. For game products, their art, music, storyline, program code, and other elements can all be subject to copyright protection. Chinese game companies entering the Japanese market should pay special attention to the following:

Copyright Infringement Risks: Unauthorized use of Japanese anime, game, music IP elements, or high similarity in game content with existing works, may constitute copyright infringement. Japanese courts, in copyright infringement cases, typically conduct strict scrutiny of the originality and similarity of works and may impose high compensation.

Trademark Protection: Game titles, logos, character names, etc., can all be registered as trademarks. Before entering the Japanese market, thorough trademark searches should be conducted to avoid infringing on prior rights of others, and proprietary trademarks should be registered in Japan promptly to obtain legal protection.

Patent Risks: While game mechanics and interface designs are generally difficult to obtain patent protection for, certain unique technical implementations (such as specific matching algorithms, rendering technologies, etc.) may still involve patents. Companies should assess whether their technology might infringe on existing Japanese patents and consider applying for relevant patents in Japan.

B. Personal Information Protection and Data Compliance

Japan was one of the first countries in Asia to enact personal information protection laws. Its Act on the Protection of Personal Information (APPI) imposes strict regulations on the collection, use, storage, and transfer of personal information. Chinese game companies operating in Japan must give high priority to data compliance:

Core Requirements of APPI: APPI requires companies, when handling personal information, to clearly inform users of the purpose, obtain user consent, and take necessary security management measures. Stricter requirements apply to sensitive personal information (e.g., health information, criminal records).

Collection and Use of User Data: Games collect a large amount of user data during registration, top-ups, social interactions, and other processes. Companies must ensure the legality and necessity of data collection and strictly use data according to the informed user purpose. Cross-border data transfer must also comply with APPI regulations.

Data Security Management: Companies are obligated to take technical and organizational measures to protect users’ personal information from unauthorized access, disclosure, alteration, or loss. In the event of a data breach, it must be reported to regulatory authorities and affected users in a timely manner.

C. Consumer Protection and Operational Compliance

Japan has a comprehensive legal system for consumer protection, primarily involving the Payment Services Act and the Act against Unjustifiable Premiums and Misleading Representations (Premium Labeling Act).

Payment Services Act Regulation on Virtual Currency and Items: If in-game virtual currency or items can be exchanged for real money or have similar functions, they may be deemed as “prepaid payment instruments,” thereby falling under the regulation of the Payment Services Act, requiring companies to register, provide guarantees, etc. Furthermore, there may be legal limits on the maximum value of points or items given away in games.

Premium Labeling Act Restrictions on Promotional Activities: This act prohibits companies from making inappropriate premium representations (e.g., false advertising, exaggerated effects) and providing excessive premiums (e.g., prizes of excessively high value in sweepstakes). In-game gacha mechanics, loot boxes, and various promotional activities must strictly comply with this act, ensuring fairness and transparency, and avoiding misleading consumers.

Protection of Minors: Although Japanese law does not explicitly prohibit the sale of games to minors, considering the potential impact of game content on minors, the industry typically implements content ratings (such as CERO) and may restrict minors’ spending behavior. Companies should pay attention to industry self-regulatory guidelines and take measures to protect minors.

D. Content Review and Social Responsibility

Although the Japanese government does not have a mandatory pre-screening system for game content, industry self-regulation and cultural sensitivity are still key considerations for Chinese game companies.

CERO Rating System: The Computer Entertainment Rating Organization (CERO) rates game content. Although voluntary, almost all games released in Japan undergo CERO rating. Companies should apply for appropriate ratings based on game content and ensure that game content meets rating standards.

Cultural Differences and Localization: Japanese players have unique cultural backgrounds and aesthetic preferences for game content. Inappropriate cultural elements, sensitive historical or political content, can cause player resentment and even social controversy. Therefore, a deep understanding of Japanese culture and meticulous content localization are crucial.

Social Ethics and Moral Risks: Game content should avoid violence, pornography, gambling, and other content that may violate social ethics and moral bottom lines, to prevent negative public opinion and regulatory attention.

Interpretation of Typical Cases

Case 1: Intellectual Property Infringement – Colopl vs. Mixi (White Cat Project vs. Monster Strike)

In 2018, Colopl, a well-known Japanese game company (developer of “White Cat Project”), filed a lawsuit against Mixi (developer of “Monster Strike”), alleging that “Monster Strike” infringed on 11 patents of “White Cat Project,” including core gameplay patents such as “operating characters with fingers in a virtual 3D space.” Although the case eventually ended in a settlement, Colopl’s initial claim was for 9.699 billion Japanese Yen (approximately 600 million RMB), highlighting Japan’s emphasis on protecting core gameplay and technical patents. This case underscores the need for Chinese game companies to not only focus on copyrights for art and music but also conduct patent searches and risk assessments for core gameplay mechanics to avoid falling into the trap of high compensation.

Case 2: Premium Labeling Act – Improper Disclosure of Gacha Probabilities in Mobile Games

The Japanese Premium Labeling Act has strict regulations on in-game gacha mechanics, requiring game operators to clearly disclose gacha probabilities and prohibiting false or misleading advertising. In 2017, the Japan Consumer Affairs Agency issued administrative guidance to a mobile game operator for insufficient disclosure of gacha probabilities, requesting improvements. Furthermore, if the value of prizes in a lottery event is excessively high, it may also violate the Premium Labeling Act’s provisions on “excessive premium offerings.” Chinese game companies, when designing gacha and promotional activities, must strictly comply with Japanese legal regulations, ensuring transparent probabilities and truthful information, to avoid administrative penalties or consumer lawsuits due to non-compliance.

Case 3: Personal Information Protection – Compliance Response to Data Breach Incidents

In 2020, a large-scale user data breach occurred at a well-known Japanese game company, resulting in the theft of personal information of millions of users. After the incident, the company was subjected to a severe investigation and administrative guidance by the Personal Information Protection Commission of Japan for failing to report to regulatory authorities in a timely manner, failing to adequately inform affected users, and having insufficient security measures. This case emphasizes that Chinese game companies operating in Japan must establish a comprehensive data security management system, formulate detailed data breach emergency response plans, and strictly comply with APPI’s obligations regarding data breach reporting and notification, to reduce compliance risks and reputational losses.

Recommendations for Chinese Enterprises

Prior Due Diligence and Legal Consultation: Before entering the Japanese market, it is essential to conduct comprehensive legal due diligence to understand the latest laws, regulations, and regulatory trends in the Japanese gaming industry. Seeking consultation services from a professional Japanese legal team is an effective way to mitigate risks.

Building a Localized Compliance Team: Establish or entrust a localized compliance team familiar with Japanese laws and culture to identify, assess, and respond to legal risks in daily operations.

Rigor of Contracts and Agreements: Various contracts and agreements signed with Japanese partners (e.g., publishers, IP licensors) should be drafted and reviewed by professionals familiar with Japanese law, clearly defining the rights and obligations of all parties to avoid potential disputes.

Continuous Monitoring of Legal and Regulatory Changes: Japanese laws and regulations are not static, especially in areas such as data protection and consumer rights, where new revisions and interpretations may emerge. Companies should establish a normalized mechanism for monitoring legal and regulatory changes and adjust compliance strategies in a timely manner.

Conclusion

The Japanese gaming market presents both opportunities and challenges. For Chinese game companies to succeed in Japan, in addition to high-quality game content and refined operations, legal compliance must be given strategic priority. By thoroughly understanding the Japanese legal system, actively building a compliance framework, and continuously monitoring market changes, Chinese game companies will be able to effectively mitigate risks, gain a foothold in the Japanese market, and achieve sustainable development.

聲明

本文僅為交流探討之目的，不代表廣悅律師事務所或其律師出具的任何形式之法律意見或建議。如需轉載或引用本文的任何內容，請與本所溝通授權事宜，並於轉載或引用時注明出處。如您有意就相關業務進一步交流或探討，或需要專業的法律支持，歡迎與本所聯系。

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廣悅律師事務所介紹

廣悅律師事務所成立於2008年，是一家立足大灣區，堅持一體化管理的涉外綜合性律師事務所。發展至今，廣悅建立了由上百位律師及其他法律服務人員組成的專業團隊，打造了多元化的業務體系，可以為客戶提供高品質、全方位、一站式的法律服務。秉承“立足灣區、協同港澳、面向世界”的發展戰略，廣悅已擁有廣州、中國香港、深圳，以及泰國曼穀、美國洛杉磯、澳大利亞悉尼、日本東京、意大利米蘭八個辦公室，客戶遍及境內外多個國家和地區。

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