Franchises like Yakuza can generate significant "engagement" from people who only watch gameplay videos or streams, and Sega, the video game publisher, is perfectly fine with that. In an industry where many consumers prefer to watch others play games rather than buy and play them themselves, the traditional model of selling games is evolving. Publishers like Sega are now exploring new ways to connect with audiences, which has led to a rise in video game adaptations for movies and TV shows. Titles like Fallout and Devil May Cry have shown that these adaptations can increase interest in the original games, even if not everyone ends up buying them. Sega’s president and chief operating officer, Shuji Utsumi, has acknowledged that the company is embracing a "transmedia" strategy—expanding its franchises beyond video games into movies, TV, and merchandise. According to Utsumi, this approach has been successful, with the first Sonic the Hedgehog movie helping to boost interest in the franchise. He also noted that some of Sega’s recent games have seen a rise in fans who only engage with them through YouTube videos and livestreams, rather than playing the games themselves. The Yakuza/Like A Dragon series, which has released annual entries since 2023, is performing particularly well in merchandise sales. Utsumi explained that Sega considers people who engage with their games through other media—like movies or streams—as "fans" and even "gamers." He believes that transmedia strategies create more opportunities for people to discover and connect with a game’s universe, and in some cases, this engagement can be greater than that of people who actually play the games. While it might seem odd that a company would prioritize non-gamers over actual players, Sega appears focused on revenue, and they’re happy as long as their franchises are generating money through various channels. However, the rising cost of gaming hardware and games themselves is making it harder for casual gamers to afford the actual products. This year, consoles like the PlayStation 5, Xbox Series X/S, and the upcoming Nintendo Switch 2 have all seen price increases. Even Valve’s Steam Deck, a portable gaming device, starts at over £800 and can exceed £1,000 with more storage. These trends have led to speculation that future consoles like the PlayStation 6 and Microsoft’s Project Helix could cost more than £1,000, potentially pricing out a large segment of the gaming audience. For companies like Sega, this could mean a growing reliance on transmedia strategies to keep their brands relevant and profitable.