SEGA says it’s seeing more fans who love its games and characters without actually playing the games, SEGA President explained that this is becoming more common across the company’s IPs, with Like a Dragon being a good example. A lot of these fans discover the series with YouTube videos or watching people stream the games and not playing them, SEGA still considers these people fans, and even “gamers.” Utsumi says their engagement with an IP can sometimes be even higher than that of people who actually play the games. Like a Dragon merchandise is also doing very well, with around 60–70% of customers being women. This is exactly why SEGA is pushing its transmedia strategy, expanding its franchises beyond games through merchandise, movies, events and other media.