The Shift from Yakuza to Like A Dragon: A Bold Step by SEGA

In a move that surprised many fans of the Yakuza series, SEGA announced in 2020 that it would be rebranding the beloved franchise, abandoning the English name "Yakuza" in favor of the more globally inclusive "Like A Dragon." This decision, while subtle at first glance, marked a significant turning point in the series identity, signaling a shift in both branding and thematic direction for one of SEGA s flagship titles. To understand why this change was made, it’s important to explore the history of the series, the cultural implications of the original name, and the broader strategic goals behind the rebranding.

The Legacy of Yakuza

The Yakuza series, originally released in 2005 in Japan, was created by Toshihiro Nagoshi and quickly became one of SEGA’s most iconic franchises. The game, centered around the life of Kazuma Kiryu, a former member of the Japanese mafia (the yakuza), explored themes of loyalty, redemption, and the seedy underworld of Tokyo. The title itself, "Yakuza," immediately evoked a sense of the gritty, crime-filled drama that the game intended to portray. It was a straightforward and striking name, drawing from the real-life yakuza, Japan s infamous organized crime syndicates.

However, when the game was localized for the Western market, the name Yakuza presented some challenges. The term “yakuza” itself, while widely understood in Japan, wasn’t as familiar or widely recognized in English-speaking regions. It carried with it certain cultural connotations, many of which were shaped by Western media s portrayal of the Japanese mafia in films and television. This could create confusion for potential players who were unfamiliar with Japan s criminal underworld. Moreover, the yakuza in the game were not portrayed as mere criminals; they were complex characters, and their stories went far beyond the traditional crime genre.

The Evolution to Like A Dragon

In 2020, SEGA decided to release Yakuza: Like a Dragon, the seventh main entry in the series, under this new title instead of its traditional English name. The change was not just a superficial rebranding; it symbolized a shift in the direction the series was taking. The title Like a Dragon has its roots in the Japanese name for the franchise, Ryū ga Gotoku (literal translation: "Like a Dragon"), which has been used in Japan since the first game. By adopting this title for the international market, SEGA aimed to bring the franchise closer to its Japanese origins while distancing itself from the potentially limited associations that the term "yakuza" might evoke.

The new name, Like a Dragon, embodies a deeper connection to the story’s themes. The word "dragon" is a symbol of power, strength, and honor in Japanese culture, often representing the protagonist’s journey. Kazuma Kiryu, the central character of the earlier Yakuza games, was known as the "Dragon of Dojima," and this moniker perfectly captures the emotional and thematic core of his story. Moving forward with Like a Dragon allowed SEGA to emphasize the symbolic weight of the title and to highlight the transformative arc of the series as it evolved.

Additionally, Like a Dragon reflects the series expansion beyond its original crime narrative. While the early games focused heavily on crime drama, later installments introduced more diverse gameplay elements, including RPG mechanics, turn-based combat, and deep character development. The change in name also signaled a desire to broaden the appeal of the franchise, embracing a wider global audience beyond just fans of crime games. With Like a Dragon, the series could step away from its "mafia game" label and explore themes that resonated more universally, such as friendship, perseverance, and self-discovery.

Cultural Considerations

The decision to adopt Like a Dragon also came from a desire to make the series more approachable in Western markets. The yakuza, as a term, has very specific connotations that might not necessarily align with the broader narrative SEGA wanted to tell. By focusing on the dragon imagery and adopting the original Japanese title, the series could transcend its association with the yakuza crime syndicates and become a more universal story. This move reflects an increasing trend among Japanese game developers to be more mindful of the cultural nuances and marketability of their products abroad.

Additionally, the decision was likely influenced by the changing perception of the yakuza in Japan. Over time, the real-life yakuza have become less glamorous and more associated with organized crime, corruption, and illegal activities. This shift in societal attitudes likely made the term less appealing as a brand identity for a game series that wished to appeal to a broader range of players. By focusing on the dragon metaphor, SEGA could maintain the legacy of the original games while simultaneously repositioning the series to be more accessible and less tied to negative stereotypes.

Conclusion

The rebranding of the Yakuza series to Like a Dragon was not merely a marketing decision, but a reflection of the series evolving identity. As the franchise matured and shifted towards more diverse gameplay, narrative complexity, and universal themes, the new title allowed SEGA to better reflect these changes. By embracing its Japanese roots and adopting a more global perspective, Like a Dragon positioned itself as a franchise capable of transcending cultural boundaries and appealing to a wider audience.

The decision to move away from Yakuza was bold but strategic, aligning with the growth of the series and its potential for future success. It showed that the Yakuza franchise was ready for a new chapter—one that embraced its origins while reaching for a new horizon. With the name change, SEGA opened the door for a more inclusive, multifaceted experience that could resonate with gamers around the world.