When I went to Japan in 1999, I was there when PS2 and Final Fantasy 9 launched. I bought both PS2 and FF9 while I was there.
They had huge billboards, adds popping up on the video screen at convenient stores, TV commercials, and In Subway stations, beautiful walls of billboard size promotions of FF9.
I never ever seen any country in the world promote games like Japan does. It's so big in Japan that it gives you a very different experience and point of view of how gaming is.
In others words, JPs love their video games at heart. And if you go to Japan and experience this, I've never seen any country or anyone in the world have such a passion for games like Japan.
Even I'm Korean, and our country known for being the expert of games like Starcraft, Diablo etc does not promote games like JPs.
Also cultural difference is that in Japan kids don't play games. Most of the player base that does are men ago 30+.
I also saw a massive huge line of business men standing in line on the day PS2 launched. I ended up buying my console from the black market.