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Sega Says 60–70% Merchandise Buyers Are Women

9/9/2026

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Summary

Story summary

Sega president and COO Shuji Utsumi says the transmedia strategy attracts fans who never play its games.
Utsumi reports 60-70% of Like a Dragon merchandise buyers are women.
He adds the same 60-70% female share applies to Yakuza merchandise, many non-players.
Utsumi says fans discover storylines via official YouTube videos or popular streamers.
Sega will expand transmedia projects in 2026, including Persona and Angry Birds.

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Story summary

Sega president and COO Shuji Utsumi says the transmedia strategy attracts fans who never play its games.
Utsumi reports 60-70% of Like a Dragon merchandise buyers are women.
He adds the same 60-70% female share applies to Yakuza merchandise, many non-players.
Utsumi says fans discover storylines via official YouTube videos or popular streamers.
Sega will expand transmedia projects in 2026, including Persona and Angry Birds.