Sega States Non-Players Can Still Be Gamers

Sega considers people who do not play video games to be gamers as well, noting that interest in franchises like Like a Dragon often sparks from YouTube, streams, and other content.

Sega President and COO Shuji Utsumi told Nikkei that modern players increasingly discover major game series outside of actual games, citing Like a Dragon (formerly known as Yakuza) as a prime example.

According to Utsumi, many fans follow the series’ story and characters through YouTube, streamers, and online creator videos without ever launching the games themselves. At the same time, these individuals participate in the community and purchase official merchandise.

Sega noted that women account for 60% to 70% of Like a Dragon merchandise buyers, with many developing an interest in the series precisely because of internet content. The company views them as full-fledged fans and even refers to them as gamers.

This approach is part of Sega’s transmedia strategy, which builds brands across games, movies, television series, merchandise, and internet content. Utsumi noted that non-playing fans sometimes show even more engagement than traditional players, and Sega plans to continue expanding Persona, Like a Dragon, and Angry Birds.