Golden years, golden opportunity Older gamers are a key growth opportunity in a challenging games market
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20,000 foot view:
Unlike in the past, gamers are now sticking with games through adulthood and into old age, leading to a growing segment of older gamers. Older gamers are a valuable segment posing a key growth opportunity for games companies in a stagnant market. Yet, most game makers do not currently cater to older gamers. To action this opportunity, games companies need to understand the nuanced behaviours, preferences, and attitudes of older gamers. They play and pay differently and for different reasons. This report focuses on the specifics of older gamers and advises how product managers, marketers, and strategists can leverage these distinctions to maximise revenues and engagement.
Key data and insights included in this report:
- Year-on-year comparison of gamer distributions by age groups 16-34, 35-54, and 55+
- Distribution of console, mobile, and PC gamers by age groups
- Gamers’ playing preferences by age group, including solo and online
- Analysis of money spent on games, both in game and overall spend
- Comparison of games genre preferences by age groups
All survey data is based on MIDiA Research Consumer Survey Q4 2021, Q4 2022, and Q4 2023 fielded in US, UK, Australia, Canada, Germany, France, Sweden, South Korea, and Brazil. Data includes breakdown by age, gender, and gamer segments.
Table of contents:
Number of words: 2959
Number of pages: 15
Number of infographics: 3