A collection of observations and essays about the ongoing effort to sell video games to older players.
One of the biggest transitions occurring with gamers is the wide diversity of people playing video games today. A recent speech and blog post by David Hayward outlines the huge variety of gamers and personalities now playing. Architects, undergrads, casual gamers, women, and men are all active participants with a huge diversity of games to play. He cites a statistic claiming that 40% of the U.K. now plays video games, beating out soccer and cinema respectively. The people he references as gamers are all employed, sociable, and far from the negative stereotypes video games still sometimes hold. They’re also all in their 20s and 30s. From a cultural point of view, that’s awesome. From an economic point of view, that’s troubling. The issue is not what can we do to get more people playing games, it's what can we do to get people with money playing games.
I don’t have the statistics of wealth distribution but it’s a safe assumption that the average young person starting their career (and maybe raising a family) does not have a lot of disposable income. It just takes time to get a steady job, pay for a family, pay off the mortgage, have free time, and start to have excess money. So although having a young consumer base creates a great image and culture, their capacity to spend lots of money on the hobby is somewhat limited. Enter the Baby Boomers. Unlike their children, this demographic generally has a decent amount of disposable income, lots of free time, and are up for spending those things on a hobby. This isn’t a very original observation either; if you’ve noticed the glut of film remakes and the general packaging of nostalgia in other consumer mediums, then you can see what I’m talking about. The movie industry long ago noticed that the ones with cash are the ones you make movies for, and have responded in kind. There are 78 million Baby Boomers out there and only 19% play video games. That’s a lot of untapped potential. The question now is…what kind of video games do Baby Boomers want to play?
Chris Miller at CNNMoney asked this same question in 2006 and outlined what games have made progress so far. Brain Age seems to strike a chord, Civilization IV works, and one grandma claimed that GTA was the only game out that really appealed to her. In other words, like Hayward’s examples of young gamers in the other article, it’s all over the map. There isn’t one game that will appeal to an entire demographic, but there may be one thing that’s drawing them to these various games. One of the more curious details in Miller’s piece is that one of the older gamers got into the hobby by participating in her son’s gaming website. It was a way for them to bond. Many other Baby Boomers made the same observation and have used video games to relate with their kids or grandkids. Lou Kesten with the AP wrote an article outlining the terse relationship parents have with this connection, noting that 43% of parents refuse to play games with their kids. The chief complaints are the lack of outdoor sports time or benefit to playing games as a hobby. There is a certain cultural barrier present here but it’s unlikely that this is actually based on the simple argument that games are a waste of time. We live in a society where a basketball player is paid more than an EMT, so people are certainly capable of assigning value to sport and play. The issue with these parents, many of whom are in their fifties and about to have the same financial status as Baby Boomers, is getting them to find value in time spent gaming. Having it be a way to bond with their kids could be the way to create that.
After putting together the basics for this gargoyle of a piece, I decided to take a novel approach to the question: I asked my Dad what kind of video game he wanted to play. He responded with the very helpful, “I don’t know.” So the next time I was in town I broke out the Wii and sampled as many games as I could with him. An avid guitar player, my first guess was Guitar Hero. He was excited about trying the game but after bombing a few levels he complained that it was too different from the real thing. Wii Sports went over well and we had a good game of golf together. Zelda never perked his interest, and I decided to avoid No More Heroes. The goal was to find a game that he would play on his own, not just with me, but nothing seemed to really click. The only time I can ever remember him taking an interest when I was a kid was when he saw me playing Gabriel Knight: Sins of the Father. He helped me figure out some of the trickier puzzles and after I beat the game he had me show him the ending. After trying out the Wii he did ask if there was anything like that available and I had to tell him no.
Many developers have already started experimenting with family-based video game concepts. The Lego games do a good job of creating a fun children’s game that gives adults something to engage as well. Many of the puzzles incorporate co-op with the specific goal of having the family work together while playing. But is there a way to get them to play video games like the younger generation does? To see them as a fitting distraction to do alone like you do with T.V. or movies? Michael Abbott over at The Brainy Gamer notes the extreme lack of fathers or parental relationships in games, suggesting a game narrative that deals with these issues head-on. Epic fantasy may be fun for some but perhaps other topics may need to be explored to appeal to this audience. Playing time duration is also different for older gamers, who tend to just play in brief bursts, as exemplified by Sudoku or the Brain Age games. What’s key to all these different examples is that they are based on a different value system than the games we, the younger generation, tend to play. Making a game for a Baby Boomer needs to provide different sensations and values than a game focused on graphics, challenge, or complex systems.
Gamasutra did an excellent piece sampling a series of older gamers and discovered a variety of interesting quirks to entice play: bigger text, shorter play sessions, and proper manuals to explain the games were all major complaints. You also have to explain a lot of alien gaming concepts that most people take for granted. Crossing the generation gap won’t be easy when there are so many new ideas for the audience to ingest, but perhaps just a little encouragement to try is all that’s necessary. As the article notes, just getting them used to video games is really the best approach. After the gaming marathon with my folks I’d given up on ever getting them into playing games the way I play them. But my Dad called me the other day to tell me that he had finally found a video game that he liked. It had to do with guitars and he told me to check it out. It’s essentially a 3-D guitar player that you can zoom in and around that has very detailed finger movements. It looks like something out of Unreal. He uses it to teach himself guitar licks and loves being able to observe the complex finger work. There’s no interaction outside of the camera and I don’t think many people would even call it a video game. But I’ve got to admit, it’s a start.