Sega fans who don’t play have higher engagement
The world of video games is constantly evolving, and the way we define a “fan” has shifted dramatically. Once, the conversation revolved around who actually played the game, and gatekeepers held the keys to the community. But as the industry matures, a new phenomenon is emerging: the sheer power of intellectual property (IP) and the expanding reach of transmedia.
Sega president and COO Shuji Utsumi has recently made some compelling remarks about this evolution, suggesting that the definition of a gamer is broadening significantly. He points out that the trend has seen an increase in fans who consume the world of a game without ever stepping into the gameplay itself.
For instance, the Yakuza series provides a perfect example of this shift. Utsumi noted that the merchandising surrounding the franchise is exceptionally strong, with 60% to 70% of the buyers being women. This demonstrates that deep engagement with a story, characters, and world can translate into powerful commercial interest, regardless of whether the consumer has spent hours playing the actual game.
This success highlights the growing importance of transmedia—the strategy of using various media formats, including merchandise, movies, comics, and interactive experiences, to increase contact points with potential fans. In this modern landscape, engagement through these external touchpoints can sometimes exceed the engagement achieved through direct gameplay alone.
Utsumi suggests that by increasing these entry points, companies can unlock new avenues for audience interest. The strength of a video game franchise is no longer just the code it runs, but the entire universe it creates.
This philosophy extends directly into merchandising. If a piece of lore—such as the iconic beef bowl scene in Yakuza—captures the imagination of an international audience, that element can become a powerful commercial product. The modern approach emphasizes turning every element of an IP into a potential point of sale and advertising opportunity.
It is this focus on transmedia that defines the contemporary gaming business. It means that the foundational strength of a title like a video game is leveraged to build a vast ecosystem of related products, turning characters and settings into marketable assets. The focus is shifting from simply selling a game to selling a sprawling, immersive world.
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