SEGA identifies growing non-player fan base for Like a Dragon

SEGA President Shuji Utsumi has identified a growing segment of consumers for the ‘Like a Dragon’ franchise who do not play the games themselves. These fans consume content through digital platforms such as YouTube and streaming services, subsequently supporting the intellectual property by purchasing merchandise.

Utsumi noted that up to 70% of these non-playing consumers are women. He emphasized that these individuals are an integral part of the IP, viewing them as being on the same level as traditional players. This trend suggests that transmedia strategies—using iconic characters and compelling narratives to create multiple points of entry—are successfully expanding the reach of major gaming franchises beyond the traditional player base.