Sega defines non-playing fans as gamers under new transmedia strategy

Sega President and COO Shuji Utsumi has announced a shift in how the company defines its fanbase, stating that individuals who consume media related to their franchises without playing the games are still considered “gamers.”

This approach is part of Sega’s broader transmedia strategy, which expands intellectual properties like Sonic the Hedgehog, Persona, and Like a Dragon (formerly Yakuza) into film, television, and merchandise. Utsumi noted a significant rise in fans who engage with these universes through YouTube, streaming services, and social media rather than traditional gameplay.

Using the Like a Dragon series as an example, Utsumi highlighted that 60% to 70% of its merchandise purchasers are women, many of whom have never played the actual games but have become invested in the characters and stories through digital content. The company views these non-playing fans as a vital segment, noting that their engagement levels can sometimes exceed those of traditional players.