Sega President and COO Shuji Utsumi told Nikkei that modern players are increasingly getting acquainted with famous series outside of games. One example is Like a Dragon (formerly Yakuza).
According to Utsumi, many follow the series' story and characters through YouTube, streamers, and internet creators' videos, without ever launching the games. At the same time, they participate in the community and buy official merchandise.
Sega noted that among buyers of Like a Dragon merchandise, women make up 60–70%. Many became interested in the series precisely because of online content. The company considers them full-fledged fans and even calls them “gamers.”
This is part of Sega's transmedia strategy, which develops brands through games, films, TV series, merchandise, and online content. Utsumi noted that in some cases, non-playing fans show even more activity than traditional players. Sega will continue to develop Persona, Like a Dragon, and Angry Birds.