Video gaming has long been entertainment medium of choice of teenage boys. The introduction of role-playing games such as Sims and Harvest Moon helped convert teenage girls but it wasn’t until the advent of new, easier-to-manipulate platforms—such as the Wii—and social play through Rockband and Wii Sports, that video games began attracting a wider following. It is now a formidable entertainment medium in its own right and generated more than $21 billion in sales in 2008. Throughout this growth, though, Boomers, were largely absent—even as they began embracing other non-traditional media forms such as social networks. Research indicates anywhere from 12%-19% of Boomers have played a video game at least once but monthly video game usage tracked by Nielsen suggests that trial is not enough: Boomers’ represent less than 10% of monthly video game activity.
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About the Author:
Anne Mai Bertelsen is the Founder and President of MAI Strategies, a marketing consulting firm specializing in integrated marketing strategy development and implementation. Her clients include American Express Consumer Card Group, United Nations’ Office for Coordination of Humanitarian Assistance, and the Radio Advertising Bureau. Prior to starting her own firm, Anne held marketing positions at American Express and the Port Authority of NY & NJ.