Sega is redefining who counts as a gamer for its Like a Dragon franchise. The publisher now includes fans who consume story content through video platforms without ever buying or playing the software. This shift matters because it validates merchandise sales to a demographic that does not interact with the core game mechanics.
Women make up majority of merchandise buyers for the series
Shuji Utsumi, Sega's president and COO, confirmed that the series has attracted a massive audience of non-players. He noted that people watch YouTube channels and streams by popular creators to follow the universe's story and characters. Many of these viewers have never actually played the games but remain deeply engaged with the IP.
The financial impact of this strategy is clear in the merchandise sales data. Women now make up 60 to 70 percent of buyers for Like a Dragon related products. Utsumi stated that the number of such fans has been growing across all Sega titles in recent years. This demographic shift drives a significant portion of the franchise's revenue outside of software sales.
Sega treats these non-playing fans as gamers because their engagement levels are high. Utsumi cited his previous experience at Cybird with lifestyle-oriented licensed products as the basis for this transmedia approach. The company leverages this strategy to expand the brand's reach beyond traditional gaming boundaries.
The company continues to expand the Like a Dragon universe through these non-game media channels. This approach allows Sega to monetize a broader audience that prefers passive consumption over interactive gameplay.
Source: VideoGameChronicles
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