Sega President Notes That Many Yakuza Fans Engage Through Merchandising and Streams Without Playing the Games

In a recent interview discussing the modern gaming landscape, Sega president and COO Shuji Utsumi highlighted a surprising trend regarding fan engagement across the company's intellectual properties. Speaking with Nikkei Gaming, Utsumi pointed out that transmedia efforts—ranging from merchandise to video content—have successfully expanded the audience reach far beyond traditional players.

Highlighting the Yakuza series as a prime example, Utsumi noted that merchandising has performed exceptionally well, with roughly 60 to 70 percent of buyers identifying as women. Many of these individuals became fans of the world, story, and characters after watching Sega's official YouTube channel and popular streamers. According to Utsumi, a substantial number of these enthusiasts have never actually played the games.

Sega views this wider secondary audience as an essential part of its modern strategy, actively embracing non-traditional fans. "Even people who have never played games are considered fans and 'gamers' by us," Utsumi stated, emphasizing that transmedia increases the entry and contact points for people to connect with an IP. In certain cases, the engagement levels among non-playing fans are reported to be even higher than those of individuals who actively play the titles.

This broader approach relies on transforming various elements of an intellectual property into consumer opportunities. Utsumi explained that overseas users taking interest in specific narrative moments, such as a character eating a beef bowl in Yakuza, open up unique avenues where even incidental items can translate into merchandise. By leveraging these varied entry points, Sega continues to build diverse sales and advertising frameworks around its core gaming foundations.