The Like a Dragon series (formerly known as Yakuza in the West) just had its biggest year ever. Like a Dragon: Infinite Wealth launched in January 2024 to critical acclaim and strong sales. Amazon Prime’s live-action adaptation brought the franchise to mainstream audiences. Pirate Yakuza in Hawaii broke trailer view records when it was announced. Yet RGG Studio boss Masayoshi Yokoyama and his team insist the series still can’t be called mainstream in Western markets. In a December 2024 interview with Automaton, they explained why they’re keeping expectations grounded – and it reveals uncomfortable truths about Japanese games in global markets.
What the Developers Actually Said
Producer Masayoshi Yokoyama didn’t mince words when asked about the series’ Western success. “I still think it’s mainly people who already like or understand Japanese games who are picking it up,” he told Automaton in early December 2024. “There’s an audience, but we still have a long way to go” before the series achieves true mainstream status outside Japan. This comes despite Like a Dragon: Infinite Wealth selling over 1 million copies and becoming one of 2024’s highest-rated games.
The studio’s entire marketing strategy reflects this realistic assessment. They design campaigns specifically targeting niche audiences who appreciate Japanese game design rather than chasing broader mainstream appeal. “That said, Like a Dragon: Pirate Yakuza in Hawaii is still aimed toward such audiences, so we aren’t necessarily chasing mass-market appeal,” Yokoyama clarified. This positioning represents a deliberate choice – RGG Studio would rather excel at serving their core fanbase than dilute the experience trying to compete with Western AAA blockbusters.
The Numbers Tell the Story
Context matters when evaluating Like a Dragon’s Western performance. Infinite Wealth’s 1 million sales in its first month sounds impressive until you compare it to actual mainstream titles. Call of Duty: Modern Warfare III sold over 15 million copies. Baldur’s Gate 3 moved 15 million units. Elden Ring cleared 25 million sales. Even Persona 5 Royal, another Japanese RPG, sold over 5 million copies across all platforms. Like a Dragon operates in a completely different tier of commercial success.
The series has grown significantly over the years – Yakuza 0 helped establish the franchise in Western markets in 2017, and subsequent releases built momentum. But growth doesn’t equal mainstream status. Reddit user SlowMotionTurtles captured the reality perfectly in discussions about the interview – “They’re right. Most people I know who play games have never heard of it.” That anecdotal observation matches the sales data showing Like a Dragon remains a niche franchise compared to Western gaming juggernauts.
Why Japanese Games Struggle in the West
Cultural barriers explain much of Like a Dragon’s limited Western penetration. The series is unapologetically Japanese – it takes place entirely in Japan, focuses on Japanese criminal underworld dynamics, features dialogue-heavy cutscenes with subtitles, and includes countless minigames based on Japanese entertainment culture. Karaoke, mahjong, hostess clubs, pachinko parlors, and Japanese pub culture form core parts of the experience. Western players unfamiliar with these cultural touchstones often feel alienated.
The name change from “Yakuza” to “Like a Dragon” actually hurt Western recognition despite aligning global branding. Sega built brand awareness around the Yakuza name from 2005-2020, then suddenly switched to Like a Dragon starting with the seventh entry. Older fans understood the transition, but casual observers saw it as a completely new franchise. This created confusion where there should have been continuity, fragmenting the series’ identity during a crucial growth period.
Marketing also poses challenges. RGG Studio lacks the massive advertising budgets Western publishers deploy for blockbuster releases. Like a Dragon games rely on word-of-mouth, enthusiastic coverage from gaming press, and organic social media buzz. This grassroots approach builds passionate communities but struggles to penetrate beyond existing JRPG and action RPG audiences who already follow Japanese developers.
The Amazon Show Missed Its Mark
Amazon Prime’s Like a Dragon: Yakuza live-action series launched in October 2024 with high hopes of introducing the franchise to mainstream audiences. Six episodes adapting the first game’s story should have served as the perfect entry point for viewers who’d never touched a video game. Instead, the show received mixed reviews, failed to generate significant viewership numbers, and ultimately faded from cultural conversation within weeks.
The adaptation suffered from trying to condense 20+ hours of video game storytelling into a brief TV season. Character development felt rushed, the Tokyo setting wasn’t properly established for Western viewers unfamiliar with Japanese geography, and action sequences lacked the over-the-top absurdity that makes the games memorable. Fans complained it was too serious and grounded compared to the source material’s perfect blend of gritty crime drama and comedic absurdity.
Compare this to Netflix’s The Witcher or HBO’s The Last of Us – adaptations that successfully brought gaming franchises to mainstream audiences by understanding what made them work and translating that effectively to television. Like a Dragon’s show failed this test, representing a missed opportunity to expand the series’ reach beyond gaming enthusiasts. The lukewarm reception probably reinforced RGG Studio’s assessment that mainstream Western success remains elusive.
Why RGG Studio Won’t Chase Mainstream Appeal
The most interesting aspect of Yokoyama’s comments is RGG Studio’s refusal to compromise their vision chasing wider audiences. “Our games reflect us in a true-to-life way,” he explained in a separate interview. “So if you ever see high-society-type characters start to pop up, you can assume that our standard of living has changed.” This commitment to authenticity means Like a Dragon will continue featuring middle-aged Japanese men dealing with yakuza politics, family drama, and absurd side content rather than evolving into something more palatable to Western tastes.
This philosophy stands in stark contrast to how some Japanese developers westernize their games. Capcom made Resident Evil Village’s protagonist Ethan Winters a generic everyman specifically to appeal to global audiences. Square Enix designed Final Fantasy XVI with Western dark fantasy aesthetics inspired by Game of Thrones. Kojima Productions cast Norman Reedus and other Hollywood actors in Death Stranding to attract Western players. RGG Studio rejects this approach entirely, betting that staying true to their Japanese identity will build a loyal niche audience rather than chasing mainstream validation.
Reddit discussions about the developer interview showed the community largely supports this stance. User RadicalN1GHTS wrote, “Good. The moment they start trying to appeal to ‘mainstream’ western audiences is the moment the series loses its soul.” Others agreed that Like a Dragon’s uniquely Japanese perspective represents its greatest strength, not a weakness to be fixed through westernization. The series succeeds precisely because it offers experiences unavailable in Western AAA games.
Pirate Yakuza’s Record-Breaking Buzz
Despite modest commercial performance relative to mainstream titles, Like a Dragon generates enormous enthusiasm within its target audience. The announcement trailer for Like a Dragon: Pirate Yakuza in Hawaii broke all of RGG Studio’s past viewership records when it dropped in September 2024. Yokoyama described the response as “explosive” compared to previous releases, with passionate fan reactions flooding comments sections across YouTube, Twitter, and gaming forums.
The pirate setting represents classic Like a Dragon absurdity – taking fan-favorite character Goro Majima, giving him amnesia, making him a pirate captain, and setting him loose in Hawaii. It’s completely ridiculous yet somehow perfectly fitting for a series that regularly features pocket car racing, chicken real estate management, and disco dancing as legitimate gameplay activities. This tonal balancing act between serious crime drama and goofy side content remains difficult for mainstream audiences to parse but endears the series to devoted fans.
Pirate Yakuza launches February 21, 2025, just 13 months after Infinite Wealth. This aggressive release schedule suggests RGG Studio is capitalizing on momentum rather than taking breaks between entries. The faster cadence helps maintain awareness among existing fans but does little to penetrate new markets. Mainstream franchises announce games years in advance with massive marketing campaigns. Like a Dragon announces games months before release and relies on dedicated fans to spread the word organically.
The Long-Term Growth Strategy
While RGG Studio acknowledges they’re not mainstream now, they’re clearly playing the long game. Each release incrementally expands the fanbase as word-of-mouth recommendations bring new players into the fold. Strong critical reception helps – Infinite Wealth earned 89/100 on Metacritic and appeared on numerous Game of the Year lists. Accessibility features and difficulty options lower barriers to entry for players intimidated by complex RPG systems.
The 20th anniversary in 2025 provides perfect timing for retrospectives and renewed attention. Gaming media loves anniversary coverage, and RGG Studio will likely leverage this milestone to highlight the series’ evolution from niche PlayStation 2 brawler to respected global franchise. Whether this translates to mainstream breakthrough remains uncertain, but steady growth over two decades suggests the strategy is working even if progress feels glacial.
Regional variation also matters. Like a Dragon performs significantly better in certain Western markets than others. The series has stronger followings in France, Germany, and parts of Southeast Asia compared to the United States. Understanding these regional preferences helps RGG Studio focus marketing efforts where they’ll have maximum impact rather than spreading resources thin trying to conquer every market simultaneously.
FAQs
Is Like a Dragon the same as Yakuza?
Yes. The series was called Yakuza in the West from 2005-2020 but has always been titled “Ryu Ga Gotoku” (Like a Dragon) in Japan. Starting with Yakuza: Like a Dragon in 2020, Sega unified the global branding to match the Japanese title.
Why did they change the name from Yakuza to Like a Dragon?
Sega wanted to align global branding with the Japanese title “Ryu Ga Gotoku,” which translates to “Like a Dragon.” The change also reflected the series moving beyond just yakuza-focused stories to broader crime underworld narratives.
How well does Like a Dragon sell in the West?
Like a Dragon: Infinite Wealth sold over 1 million copies in its first month globally. While strong for the series, this remains niche compared to mainstream Western titles that sell 10-20 million copies.
Why isn’t Like a Dragon more popular in the West?
Cultural barriers, limited marketing budgets, subtitle-only dialogue in many regions, Japanese-centric content like mahjong and karaoke, and the recent name change from Yakuza all contribute to limited mainstream penetration.
Will RGG Studio change the games to appeal to Western audiences?
No. Producer Masayoshi Yokoyama explicitly stated they won’t chase mainstream appeal at the cost of the series’ Japanese identity. They’re targeting existing Japanese game fans rather than broader audiences.
When does Like a Dragon: Pirate Yakuza in Hawaii release?
February 21, 2025 for PlayStation 5, PlayStation 4, Xbox Series X/S, Xbox One, and PC. The game features Goro Majima as protagonist in an action-based pirate adventure.
Did the Amazon TV show help the series become mainstream?
No. The Like a Dragon: Yakuza live-action series received mixed reviews and failed to generate significant viewership or cultural impact when it launched in October 2024.
How many Like a Dragon games are there?
Over 15 games including mainline entries, spin-offs, remakes, and remasters. The series celebrates its 20th anniversary in 2025.
Is Like a Dragon worth playing if I’m new to Japanese games?
Yes, if you’re open to culturally specific content and subtitle reading. Infinite Wealth and Pirate Yakuza are designed as accessible entry points requiring no prior series knowledge.
Conclusion
RGG Studio’s honest assessment that Like a Dragon isn’t mainstream in the West demonstrates refreshing self-awareness in an industry where developers often overestimate their global appeal. The series has carved out a profitable niche serving passionate fans who appreciate authentically Japanese gaming experiences, and that might be exactly where it should stay. Not every franchise needs to sell 20 million copies to be successful. Sometimes steady growth, critical respect, and devoted communities matter more than chasing mainstream validation that requires compromising creative vision. Like a Dragon will keep making games about middle-aged Japanese guys dealing with crime, family drama, and pocket car racing – and the people who love it wouldn’t want it any other way. Whether that eventually translates to mainstream Western success is secondary to maintaining the series’ unique identity that made it special in the first place.