SEGA president and COO Shuji Utsumi recently sat down with The Nikkei to discuss the company’s push for a global “transmedia strategy” over the past few years – which includes broadening beloved gaming franchises through film adaptations, merchandise, and various other media platforms. Among the subjects he addressed was the rise of “game enthusiasts who don’t play the games” and why Sega views this demographic as vital.
Utsumi revealed that Sega has observed a growing trend of fans who may not actively play games. This phenomenon applies to all of Sega’s intellectual properties, but he specifically highlighted the Like a Dragon series. Merchandise related to Like a Dragon has been exceptionally successful for Sega, with approximately 60-70% of buyers being women. Utsumi noted that this segment of the fanbase often becomes familiar with Like a Dragon’s narrative and characters through official YouTube content or by watching streams from prominent creators, and “many of them have never actually played the games.”
Even for those who have never played a game, Utsumi emphasized that Sega still considers them a fan and a “gamer.” He stated that the increasing interest in gaming franchises through alternative avenues is a positive outcome of Sega’s transmedia strategy. Moreover, Utsumi pointed out that in certain instances, the engagement from these fans can surpass that of players who actually engage with the games. While he didn’t specify the nature of this engagement, it’s reasonable to infer that Sega is seeing substantial revenue from casual/non-gamer fans through merchandise, adaptations, events, and other media tied to its flagship franchises.
Looking ahead, Utsumi confirmed that Sega will continue to bolster its transmedia initiatives, with 2026 set to be a significant year for Persona and Angry Birds.