That's still a win for the company if they engage with side media or merchandise, although perhaps not for the gaming industry as a whole. I, for example, don't like LoL the game but I recently watched Arcane, and I've bought more than one artbook from games I don't really feel like playing either.

One great thing about multi-media projects (as in appearing in multiple media separately), is that you can like and engage with just part of them.