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Remember when Sega was the bad boy of gaming, strutting onto the scene with attitude while Nintendo played it safe? Those days might be making a comeback. Under the leadership of president and COO Shuji Utsumi, the company isn’t just finding its rhythm—it’s getting the band back together, and this time, they’re playing a global tour.
In a recent interview, Utsumi shared some interesting insights into how Sega transformed what was once a niche Japanese franchise into a global phenomenon. The secret to makingYakuzaas appealing to Western gamers as a perfectly grilled Wagyu beef? Well, it turns out the recipe was simpler than anyone expected.
How Sega cracked the Western market withYakuza
According toEurogamer‘s interview withShuji Utsumi, the transformation ofYakuzainto a global success story came down to what he calls a “simple formula”:
One simple formula is having a product have a simultaneous release. In the past we’d release it first in Japan and then prepare it for the west. But now we say, ‘No, we’re going to release this simultaneously, globally’.
This shift in release strategy might seem obvious in hindsight, but it represented a seismic shift inSega‘s approach. Gone were the days when Western fans had to wait months (or sometimes years) while watching their Japanese counterparts explore every nook and cranny of Kamurocho. The company finally realized that FOMO isn’t just a social media phenomenon—it’s a powerful force in gaming too.
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Drawing an interesting parallel to the culinary world, Utsumi explains:
Nobu [Matsuhisa, Japanese celebrity chef and restaurateur] is an amazingly good example. He’s providing Japanese food but also understands a western audience. Of course if you’re a sushi chef, sometimes it’s your call to offer a California roll.
The strategy has paid off handsomely.Yakuza: Like a Dragonbecame the most successful title in the series’ history, proving that you don’t need to compromise authenticity to achieve global appeal. It turns out all those years of treating Western releases as an afterthought were like serving day-old sushi—technically edible, but not exactly the experience anyone was hoping for.
The“rock & roll”spirit of modern Sega
But their ambitions don’t stop at synchronizing release calendars. Utsumi has a broader vision for the company, one that harkens back to its rebellious Mega Drive days. He wants to position the company as the gaming industry’s equivalent of“rock & roll,”contrasting it withNintendo‘s more“pop music”approach:
The content business, as you know – some people like rock & roll, some people like hip-hop, some people love pop music – [but] if you get too clever… You don’t want to get advice from hip-hop experts about classical music.
This attitude isn’t just corporate speak—it’s reflected in the company’s aggressive revival ofclassic IPs and its bold approach to future releases. Where once it might have been played safe, they’re now cranking the amplifiers up to eleven.
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Teasing upcoming projects, Utsumi hints:
You’d be surprised that some of the Yakuza titles in the future will be very aggressive stuff.
The transformation is nothing short of remarkable. From being a company that once didn’t even bother bringingYakuza 5to the West, to now treating global releases as a cornerstone of its strategy, Sega under Utsumi’s leadership is writing a new chapter in its storied history.
And unlike the old days of staggered releases, this time everyone gets to read it simultaneously.
What do you think about this global strategy? Have simultaneous worldwide releases made you more likely to pick upYakuzagames at launch? Share your thoughts in the comments below!
Soumyajit Mukherjee
Gaming Writer
Articles Published :966
Soumyajit Mukherjee is a Gaming Writer at FandomWire, known for his deep dives into tactical shooters and co-op games. Since joining in June 2024, he’s focused on breakout multiplayer titles like Helldivers 2 and Marvel Rivals, bringing sharp analysis and veteran instincts to every story. His gaming journey began at a local café with the OG Modern Warfare 2, and from that very first frag, he’s been chasing the rush ever since.A former competitive Rainbow Six Siege team captain, Soumyajit has played and written about everything from CS:GO, Valorant, Overwatch, and Apex Legends to Rocket League, Call of Duty, and Battlefield. He’s proudly PC-first and has been since said LAN days… but with GTA 6 looming on the horizon, a long-overdue PS5 might finally sneak onto his setup.
