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Gamers are maturing. Is the industry ready? Already 53 million strong, the community of U.S. gamers 50 and over presents a major growth opportunity. Yet research shows that older players feel overlooked by the gaming industry. Our experts on consumer behavior, marketing and design explored the future of gaming for this key cohort. Discover how to create age-inclusive games that captivate mature players and learn non-obvious insights for reaching this diverse audience.
Consumer Insight
Gamers 50-plus are embracing gaming because they feel it’s time well spent, according to AARP Research. They engage in gaming for a range of reasons, although most involve fun, mental fitness, and well-being. To learn more about gamers 50-plus and why they play, explore these articles:
- Article - Do Older Gamers See Themselves on the Screen
- Report - Aging in Play: Representations of Age in Video Games
- Article - Gamers 50-Plus Are a Growing Force in the Tech Market
- Report - The 50-Plus Gamer of Today and Tomorrow
- Article - Games Should be Designed for Everyone
- Report - Gaming for All: 2024 Survey of Accessibility Feature Awareness, Use, and Preference Among Older Gamers (Ages 50-Plus)
- Video - 50-Plus Gamer Profile: The Indulger
- Video - 50-Plus Gamer Profile: The Dabbler
- Video - 50-Plus Gamer Profile: The Immersive
- Video - 50-Plus Gamer Profile: The Mainstreamer
- Video - 50-Plus Gamer Profile: The Enthusiast
- Video - 50-Plus Gamers: Overall Thoughts on Design
Design Principles
Technology plays a significant role in the lives of older adults, and they comprise a large and growing segment of the multibillion-dollar market for games, consumer apps, and electronics. However, two-thirds of 50-plus adults do not feel technology is designed with them in mind, resulting in friction, frustration, and lost opportunities for both companies and consumers. Our goal is to offer expert guidance, actionable steps, and simple checklists which can help close the gap between great products and consumers of all ages and abilities.
- Report - Age-Friendly Game Development: A Primer for Game Designers and Developers
- Article - Does a game per day keep the doctor away?
- Article - Permission for 50-plus Gamers to Play Video Games
- Article - The secret to bringing your family together? Video Games!
- Article - Lifelong Learning through Video Games
Market Dynamics
As gaming overlooked $20B+ female demand, so too are current narrow assumptions blinding developers to nearly 100 million American seniors—with forecast 200% growth of 40-Plus strategy gamers indicating nostalgic/cerebral play could drive accessible mainstream growth locking in maturing audiences. Per an EA executive, the "fraternity brother" playbook will give way to accessible experiences aligned to maturing gamer preferences overlooked for too long.
- Report - The 40-Plus Gamer Opportunity
