Sega president and COO Shuji Utsumi has observed a growing number of fans who engage with the company's intellectual properties without actively playing its games. This trend is attributed to Sega's expanding "transmedia" strategy, which leverages adaptations of its major franchises, including Sonic the Hedgehog, Persona, and Yakuza, across various media like film and television.
Utsumi confirmed this observation in a recent interview, noting that such fans have become more prevalent across nearly all of Sega's titles. He cited the Yakuza series as an example, where a significant portion of merchandising buyers, particularly women, are drawn to the series' world, narrative, and characters through platforms like YouTube and popular streamer content, even without playing the games themselves.
Despite this, Sega maintains an inclusive definition of "gamer," considering anyone interested in its IPs as a fan and, by extension, a gamer. Utsumi explained that transmedia initiatives are designed to broaden entry points and increase points of contact for potential fans, suggesting that some of these engaged individuals may exhibit even higher levels of interest than those who only play the games.
This approach has been informed by Utsumi's past experience at Cybird, a developer specializing in Otome romance games. He noted that during his tenure there, merchandising evolved beyond traditional items like badges and stands to include lifestyle-oriented products such as apparel and cosmetics, alongside collaborative limited-edition goods. This broadened perspective, he believes, has been instrumental in shaping Sega's current transmedia strategy.
The success of Sega's transmedia efforts is evident in the strong box office performance of the live-action Sonic films, with a fourth installment planned. Furthermore, a Persona series is currently in development at Netflix. For Sega, the direct translation of these popular adaptations into increased game sales appears less critical than the overall expansion of its fanbase and brand presence.