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"Nobody's making games for the retired people" – The growing yet underserved market for grey gamers
(www.gamesindustry.biz)
this post was submitted on 05 Jun 2026
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I think it's pretty telling that so many of the people they talk to and a lot of the focus of the article isn't really about older gamers, it's about their money.
I'm in that "40+ segment" and I suspect part of the "problem" these companies face is that older gamers have seen the enshitification of so many of the brands we love. Our tolerance for bullshit is basically gone at this point. Micro transactions, season passes, fucking ads in games, all of that bullshit is a quick way to not get our money.
I also suspect "brand loyalty" is basically gone for the same reason. As a kid, I looked for the Electronic Arts logo. If I saw this logo on a game package, I knew I was looking at a good game. I haven't bought an EA game in years. I don't expect to buy an EA game any time soon and I basically ignore everything they do. Sure, if a trailer for Starflight 3 dropped, I'd sit up and take notice. I'd also expect it to be an enshitified mess wearing the skin of a beloved series to sucker me in, before pouncing on my wallet.
So ya, maybe just make good games and older gamers will inevitably buy them. I mean, Larian can pretty much say, "hi we're making..." and I'll have my wallet out and be pulling bills before they get any further. And maybe that's your "brand loyalty". Game companies who make good games and aren't private equity firms wearing the dead skin suits of brands we used to love.
This sums up my thoughts on it, too.
Before reading it, I was ready to come back here expecting to say I'm glad someone's thinking about older gamers and joke that I feel attacked (being grey and not feeling my age), but then I saw it went down the "but their juicy wallets" angle and... I am Jack's complete lack of surprise.
They're not even couching it in more palatable terms. So now I expect it will be just a patronising nostalgia IP reboot fest designed to extract as much cash as possible. And almost certainly subscription-based, because what company doesn't these days.
Good luck with that: older people may have more disposable income, but they also have years of experience with marketing and FOMO tricks, along with the exploitation and butchering of franchises they once loved for a quick buck.
Ya, this is one of the big turn-offs for me. For example, I really liked Prince of Persia: Sands of Time back in the day. I've got exactly zero interest in the remake. Ubisoft's logo now looking like a neat pile of dogshit, viewed from above, is pretty apt.
Prince of Persia is a great example! Did Lemmings ever get a reboot? 😄
I kind of want to see what modern game developers can do with old C64 games like Parallax or Head Over Heels, or Amiga ones like Cannon Fodder or Sensible Soccer, but time has taught me 2 things:
I do like that GOG, etc, do their game preservation thing. Seeing games like Hexen, Rise of the Triad and Wing Commander running on modern CPUs is kinda fun, but often confirms point 2 above.
I am not quite in that demographic but getting pretty close. I've bought maybe a game a year for a very long time now. Most non-indie stuff is complete and utter trash. If I see a AAA publisher logo, I take it as a sign that it's not worth my time or money.
Ya, it's telling that some of my favorite games these days all started as indie games. I do worry about them as they get in bed with larger producers, but I also understand the draw. E.g. I still love Valheim, but they were Embracer'd by private equity. And I'm waiting for that relationship to push them to shit all over their players. Though I understand that publisher backing lets them focus more on development and less on the marketing and distribution of the game.