SEGA president and COO Shuji Utsumi recently spoke with The Nikkei about the company’s focus on a worldwide “transmedia strategy” over the past few years – which involves broadening well-known gaming franchises via film adaptations, merchandise, and additional media platforms. Among the subjects he addressed was the trend of “game enthusiasts who don’t play the games” and the reasons Sega views such audiences as significant.
As Utsumi explained, Sega has observed a rise in followers who aren’t necessarily gamers. Although this applies to all of Sega’s intellectual properties, he specifically highlights the Like a Dragon series. Products related to Like a Dragon have been exceptionally successful for Sega, with roughly 60-70% of purchasers being female. Utsumi clarifies that this segment of the fanbase typically becomes familiar with Like a Dragon’s narrative and characters through official YouTube materials or by observing streams from prominent content creators, and “numerous among them have never personally played the games.”
However, Utsumi asserts that Sega still regards individuals who haven’t played a game as fans and “gamers.” He believes that people developing an interest in gaming franchises through alternative access points is a positive outcome of Sega’s transmedia strategy. Moreover, Utsumi notes that in certain instances, the engagement from these fans can surpass that of those who actually play the games. He doesn’t specify the nature of this engagement, but it’s reasonable to infer that the company is generating substantial revenue from casual/non-gamer fans through merchandise, adaptations, events, and other media tied to its flagship franchises.
Looking ahead, Utsumi indicates that Sega will persist in reinforcing its transmedia initiatives, with 2026 marking a pivotal year for Persona and Angry Birds.