The developers of the popular Like a Dragon RPG series, RGG Studio, have faced backlash from fans over their decision to use controversial streamer xQc to promote their upcoming game Like a Dragon: Infinite Wealth. Many longtime series fans feel the streamer is the “worst choice” to represent the franchise.
RGG Studio has put major marketing dollars behind promoting Infinite Wealth in hopes of capturing an even wider audience. This includes sponsoring xQc, one of the biggest livestreamers worldwide, to showcase the new turn-based RPG on his channel.
I love yall, but XQC? Who doesn't play these types of games, and went on record before saying these games are trash? Come on now.
I guess a reach to a new type of audience.
— Mgs2master2 (@mgs2master2) January 20, 2024
However, fans of the quirky, story-driven Like a Dragon games feel xQc’s brand and community do not align with the spirit of the series. Critics point out xQc has made negative comments about Like a Dragon in the past. Even a former RGG Studio developer spoke out against the marketing tactic, calling xQc the “worst choice” for sponsorship.
During his sponsored gameplay, xQc appeared oblivious Infinite Wealth was turn-based, further fueling backlash from fans. They argue the streamer lacks knowledge of or appreciation for Like a Dragon.
While reaching xQc’s millions of followers has business appeal, many believe it comes at the cost of authenticity for a franchise built on heartfelt stories and oddball characters. To fans, xQc represents the opposite of what gives Like a Dragon its unique charm.
The controversy shows the pitfalls of relying on influencer sponsorships to market games. While it can expand reach, it risks alienating dedicated fans who feel streamers like xQc misrepresent their favorite series. As Like a Dragon continues gaining popularity, RGG Studio faces the challenge of promoting to wider audiences without losing its soul.