Sega's strategy for engaging its audience extends beyond active gameplay, with a notable segment of its most dedicated fans drawn to its intellectual properties through merchandise and other transmedia efforts, according to Sega President and COO Shuji Utsumi. In a statement to Nikkei Gaming, Utsumi noted that a substantial portion of the audience for series like Yakuza, particularly the 60-70% of buyers who are women, become fans through content such as YouTube channels and popular streamers.
These individuals engage with the "Yakuza world, story, and characters" without necessarily playing the games themselves. Utsumi considers these non-playing individuals as legitimate fans and "gamers," emphasizing that transmedia approaches significantly broaden the entry points and points of contact for potential fans. He even suggested that in some instances, these fans exhibit a higher level of engagement than those who actively play the games.
Transmedia, in this context, encompasses a wide range of merchandise, films, and comics that leverage the core game franchises. Sega views its video games as a foundational element, expanding outwards to create numerous other sales and advertising opportunities. Utsumi highlighted the potential for merchandising even everyday items, citing the example of a beef bowl featured in Yakuza, which could become a merchandise item itself. This approach reflects a modern understanding of merchandising, where even incidental elements can resonate with and engage an audience interested in a particular franchise.