A survey conducted by the Entertainment Software Association (ESA) has unveiled an unexpected truth about gamers – an equal number of people play video games over the age of 45 as those under 18. Out of all Americans, 65% play video games in some form or another. Among this gaming population, 26% fall into the age group under 18, while 25% are aged 45 and above.

The ESA's survey dispels the stereotype that gamers are typically teenagers, revealing that the average gamer in the United States is 32 years old. This challenges the notion that gaming is a youthful pursuit and marks a generational shift in the industry as older audiences embrace gaming, highlighting that gaming is not merely something enjoyed in people's youth as it becomes a lifelong passion carried into adulthood.

With this knowledge, brands are recognising the shift in gaming buying power across generations. This is reflected in campaigns, products and strategies that resonate with cross-generational audiences. Casual gaming is growing, and brands like Playdate use nostalgic tech to appeal to this cohort. Far from their dated perception as low culture, video games have turned into fodder for middlebrow movies and television shows. As the gaming sector continues to embrace its older audience, industry changes will evolve the way games are developed and marketed.