Nintendo Goes Looking for the Grey Gamer

The New York Times reports on Nintendo's visit with the AARP. The Association for the Advancement of Retired Persons held a products show this past weekend, and Nintendo showed up in force to demonstrate the 'new generation' of gaming products they're offering. From the article: "Over the weekend, the company proved that it believed its own press releases. For the first time, it took its products to Life@50+, an annual event sponsored by AARP, and held this year in Anaheim, Calif. The event, intended for those over 50, attracted more than 20,000 people and featured a wide range of panel discussions, celebrities and exhibitors showcasing products for older Americans. 'Nintendo has never gone after grandparents before,' said Amber McCollom, a senior manager of public relations for Nintendo. 'We're targeting this audience for themselves, not just their grandchildren.'"

Comments

They're Out There

[American AC in Paris]

Believe me, there are more Grey Gamers than you think. Of all the email I've received regarding my own game, I'd say a good 15-25% of it has been from retirees, grandparents, and other people d'un certain âge. Not the majority, by any stretch of the imagination, but a surprisingly strong showing, given that I hadn't even realized that the Grey Gamer existed.

I think Nintendo stands a very good chance of striking gold with this strategy.

Why not?

[techstar25]

It seems to make perfect sense to target elderly folks.
1. They are retired and have plenty of free time.
2. Many can't drive so they are confined to the house all day.
3. Many can't walk so they are confined to a chair all day.
4. Some have a good stash of disposible income.
5. They have grandkids who are definitely playing. This could be break down the age barrier between them and promote quality time.
6. They already love gaming (ie. Chess, Shuffleboard, Bingo). Can you imagine Wii Shuffleboard? It would probably be fun.

I apologize if I'm stereotyping badly. I don't mean to offend anybody.

Victory for Gamers

[paladinwannabe2]

The more people who play video games the better off gamers will be, because there is more money that goes to the games developers (and therefore more encouragement for people to create games). This is especially true of the older people- not only do they have more money, they have more influence. The idiots in congress are less likely to screw over an industry that has wide public support. As long as congress thinks games are only for people under 20, they will happily listen to people like Jack Thompson- after all, non-voters only matter if you can get the voters to 'think of the children' and support your legislation.

starting to work

[dogbowl]

My mom (late 50's) flew on Japan airlines this summer when trhey were advertising Brain Training. Once back here in the states, she went out on her own and bought a DS and the game. Not only that, she drove around to 3 stores before she found any systems in stock.

And this from a woman who had to put up with her son being obsessed with the NES back in the day. They last person who I would ever expect to buy a Nintendo on her own.

On another note, I mentioned to her the cook book and DS browser and she was definitely interested in those. NoA needs to get serious about the older gamer and start targeting them.
I've seen their demo stations with Brain Training running, but naturally they are mounted 3 feet off the floor and located in the video game section. ToyRus has giant signs advertising the game - but thats the problem -- its at ToyRUs. The last place any self respecting older adult is going to be shopping for themselves.

Why they don't have Brain Training for sale at Borders, Sharper Image, etc is beyond me. It will never appeal to older people as long as its relegated to the kids section.