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Sega's President Says There's Been an Increase in Fans Who Don't Play Its Games
IGN • • technology
Key Points:
- Sega president and COO Shuji Utsumi highlighted a growing trend of fans who engage with the company's franchises through media like films and YouTube streams without actually playing the games.
- Sega's transmedia strategy, which expands franchises such as Sonic, Persona, and Yakuza into film and television, has increased brand exposure and attracted diverse audiences, including many who have never played the games.
- Utsumi emphasized that Sega views all fans as gamers regardless of their direct interaction with the games, noting that transmedia increases entry points and can deepen engagement beyond traditional gameplay.
- The rise of female fans has influenced Sega's merchandising approach, with a shift toward lifestyle-oriented products like apparel and cosmetics, drawing on Utsumi's previous experience with romance games targeting women.
- Sega's strategy has proven financially successful, exemplified by the Sonic movie franchise's box office performance and upcoming Persona projects, with the company prioritizing fan engagement over strictly increasing game players.
