Sega president and COO Shuji Utsumi reports a growing trend of fans who engage with their franchises through films, television, and YouTube streams without ever picking up a controller. Despite this, Utsumi insists that these individuals are still considered “gamers” and vital members of the community.
Utsumi points to the success of franchises like Yakuza, which has seen high engagement from non-playing fans, noting that this broader “transmedia” strategy creates new entry points for audiences to connect with a brand’s story and characters.