...but it is. Specifically, for Black Panther, the mega-franchise's PSP-bound spinoff. Then again, Yakuza is big enough in Japan that it's getting a manga and TV adaptation, so it would probably make sense that promotions for the title not necessarily look to represent "just" the game.
Come to think, their licensing "Muppet" by RIZE as the game's theme song (music video below) is probably the big step towards hitting the markets that don't already play games.
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