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'

A recent statement by Sega's president and COO, Shuji Utsumi, has revealed that many fans of the company's games may not actually play them. According to Utsumi, for instance, 60-70% of Yakuza buyers are women who have become fans of the franchise through watching YouTube channels and popular YouTubers play the games. Surprisingly, among this group are many individuals who have never played the game themselves.

Utsumi emphasizes that Sega considers these non-playing fans as part of their gamer community, attributing their engagement to the strength of transmedia elements such as merchandise, movies, and comics. He explains that in some cases, their engagement even surpasses that of fans who actively play the games. This approach of expanding the fan base through various forms of media and merchandise is a strategic move for Sega, leveraging the Yakuza series' success to create new opportunities for sales and advertising.