Sega’s President Says There’s Been an Increase in Fans Who Don’t Play Its Games, but That Doesn’t Mean They Aren’t Gamers
Sega president and COO Shuji Utsumi revealed that the company has experienced a notable increase in fans who engage with its franchises without actually playing the games themselves. In a September 7 interview with Nikkei Gaming, Utsumi discussed Sega’s “transmedia” strategy, which expands major intellectual properties across film, television, and other media formats to reach broader audiences.
Major Sega franchises including Sonic the Hedgehog, Persona, Yakuza, and Like a Dragon have successfully extended beyond games into television and film adaptations. This expansion has cultivated fan communities that consume these properties through streaming content and other indirect methods rather than playing the games directly. Many fans now engage by watching streamers and content creators play these titles, experiencing narratives and characters through secondary media.
Utsumi’s comments indicate that Sega views this as a positive development, suggesting the company does not require traditional gameplay as a prerequisite for fan status. This reflects broader industry trends where established gaming franchises leverage multiple media platforms to maximize audience reach and cultural relevance. The strategy allows publishers to attract viewers who may never purchase or play games but still contribute to franchise awareness and engagement.
The transmedia approach represents an evolution in how interactive entertainment properties monetize their intellectual properties beyond traditional gaming revenue streams. By developing content across various media, Sega can convert entertainment consumers into franchise enthusiasts, expanding the commercial potential of its portfolio and adapting to changing consumption habits in the digital age.