Sega bets on non-gamers fueling its IP strategy through media and merch
Sega president Shuji Utsumi says a rising class of fans who don’t actually play the games still engages with its IPs via YouTube, streams, and other media, sometimes more than core players; this 'non-gamer' cohort is seen as a key part of the company’s global transmedia strategy, with Like a Dragon merchandise showing strong cross-audience appeal and female participation, and 2026 set to push further with Persona and Angry Birds.