MachineGames studio head Jerk Gustafsson stated in February that the video games industry has significant untapped growth potential, specifically pointing to the demographic of older players.

Speaking to GamesIndustry.biz, Gustafsson, who is 54 years old, explained that he belongs to the first generation that grew up playing video games. He projected that the industry would reach its peak when this demographic enters retirement age.

Key demographic projections

Gustafsson said: “I am 54 years old now, and I grew up with games. But I think I was also the first generation that grew up with games. So when I’m going into retirement, when I’m 70 years old, that should be the peak. That should be the peak of our install base, that should be the peak of people that have actually grown up playing games on a daily basis.”

The statement highlights a widely acknowledged industry gap: the lack of video game titles specifically designed for older, retired players. While younger demographics have long been the primary focus of game developers, the cohort of gamers aged 55 and older is expanding rapidly.

Market dynamics and current supply

Data from various industry analysts indicates that the average age of video game players has been steadily increasing over the past two decades. However, game development continues to cater predominantly to younger audiences, with few major studios producing content that addresses the preferences, play styles, or accessibility needs of older adults.

Gustafsson’s comments underscore a structural mismatch between the aging player base of the industry and the content being produced. As millions of gamers from the 1970s and 1980s arcade and console eras move into retirement, the potential for a dedicated “grey gaming” market grows, yet the supply remains limited.

Implications for the industry

Industry observers note that older players often have more disposable income and free time compared to younger demographics, making them a potentially lucrative market segment. Challenges in serving this group include designing for different cognitive and physical abilities, as well as creating narratives and gameplay loops that appeal to mature sensibilities.

No major game publishers have announced specific initiatives to target retired players, and the sector remains largely unaddressed by mainstream development. This oversight represents a gap in the broader strategy for market expansion that video game companies have pursued through new technologies such as cloud gaming and virtual reality.

Possible developments

As the first generation of lifelong gamers approaches and enters retirement age over the next decade, industry experts anticipate a growing demand for titles that cater to this demographic. Developers and publishers may need to reassess their content strategies to capture this segment, with potential introductions of games featuring slower pacing, simpler mechanics, and themes relevant to older life stages.

Whether the industry will adapt its output in time to meet the needs of its retiring player base remains an open question, but Gustafsson’s remarks have brought renewed attention to the issue.

Source: GamesIndustry.biz