Sega fans who don’t play games are still gamers
The traditional definition of a fan—someone who plays the game—is rapidly becoming obsolete. According to Sega’s leadership, the company is witnessing a fascinating shift where a growing number of enthusiasts connect deeply with its intellectual property without ever picking up a controller.
This phenomenon is the direct result of Sega’s successful transmedia strategy, which aims to expand brand worlds beyond the screen. By weaving franchises like Sonic the Hedgehog, Persona, and the Yakuza series into film and television, Sega has created powerful new entry points for people to engage with the IP.
The results have been compelling. Sega’s president and COO, Shuji Utsumi, noted that this cross-platform approach has led to an increase in fans who appreciate the world, characters, and stories of these franchises, even if they have never played the core games. For instance, the Yakuza series has seen exceptional success in merchandising, with 60-70% of buyers being women. These fans are connecting with the world through content like YouTube streams and television shows, not necessarily gameplay sessions.
Utsumi confirmed that Sega views all of its supporters as gamers, regardless of whether they have ever interacted with a game controller. This perspective suggests that transmedia excels at increasing the initial contact and interest, often leading to a higher level of engagement than direct gameplay alone.
This shift in audience demographics is also reflected in the merchandise landscape. Utsumi drew a parallel to his own experience in the romance game industry, where a move was made toward lifestyle-oriented licensed products, such as apparel and cosmetics, alongside traditional collectibles. This experience proved invaluable in Sega’s strategy, broadening the scope of what makes a successful IP.
Sega’s commitment to this strategy is clearly paying off, with live-action projects like the three Sonic films and the upcoming Netflix Persona series driving massive cultural attention. Whether these projects translate directly into more players is secondary; the core success lies in the massive, cross-medium enthusiasm generated for the entire Sega universe.
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