Turns out, a lot of Sega’s biggest fans don’t play its videogames: ‘In some cases, their engagement is even higher than that of fans who actually play’
Sega’s leadership has revealed an unexpected trend in modern fan culture: a significant portion of the company’s most engaged audiences don’t actually play its videogames. Speaking to Nikkei Gaming, Sega president and COO Shuji Utsumi highlighted that fans who engage through alternative media—such as watching content—can match or even exceed the engagement levels of active players.
The Yakuza series exemplifies this shift. Despite being built on gameplay, the franchise has achieved exceptional merchandising success, with women comprising 60-70% of merchandise buyers. These consumers have developed genuine attachment to the Yakuza universe through its story and characters via mediums beyond actual gameplay.
This observation reflects broader changes in how audiences engage with media properties in the digital age. Rather than requiring direct participation in the original product, fans can develop meaningful investment in a franchise through streaming, videos, and merchandise. The finding challenges traditional definitions of “fandom” and suggests that ancillary revenue streams may be increasingly vital to modern entertainment business models.
Sega’s acknowledgment validates a growing segment of their audience that gatekeepers might not have recognized as “true fans.” For publishers, the data demonstrates that diversifying content types and merchandise offerings can capture engaged audiences beyond core players, potentially expanding both market reach and revenue opportunities.