Competition in the Elderly Gaming Market
Written by TheBBPS   
Saturday, 05 January 2008 10:59
If you thought the Nintendo Wii didn't have any competition in the much sought after elderly gaming market, you were mistaken. Dancetown is now trying their hand at keeping our older generation physically fit. Although the biggest selling point is the extremely unique way you play the game (cough), they also boast about having Billie Jean on their song list (among many other super old songs). You can't tell me you don't rock out to tunes like the one on this video. Or maybe you can.


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Comments (4)Add Comment
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written by bdwilcox, January 05, 2008
Laugh all you want, but I take away a number of things from this video.

First, the seniors are USING a video game system which they would normally never do. I have always stated that the interface to existing systems has always been their biggest impedement to mass audiences. Non-gamers see a control pad as overcomplicated due to all the buttons and its use relegated to kids their grandkids age. With a unique, simple interface a game system's target market will be opened to EVERYONE. The Wii is a step in the right direction, but it too is overcomplicated with all those buttons. Notice how simple the dance pad is and how easy it is to see and read; totally non-intimidating to a non-gamer who, with a normal system, feels like they'll get lost and stuck in a complex maze of controls and menus.

Second, the senior's market is HUGE and growing. Tap that market and you can give hard core gamer systems away for free and still make a tidy sum. Even better, seniors, more than any other age group, have the money to spend on more exotic systems and controls.

Third, the ability of games to make mundane or painful tasks bearable or enjoyable is an untapped strength. Exercise is usually relegated to a stationary bike that gets used for a week, becomes a clothes hanger, then gets broken out before someone needs to see the doctor and get weighed. Make the task challenging and enjoyable through a video game that doesn't intimidate non-gamers and you've both made a profit and helped people out.

Rehab is definitely a spot for these types of games and simplified interfaces. Giving someone a challenge and reward often keeps their mind off the pain and lets them focus on beating the game (which in reality is them overcoming their pain).
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written by Hawty McBloggy, January 07, 2008
I agree with everything you said, except for maybe how disposable their income is. I would think many seniors live on a budget since their retirement income is fixed. Plus retirement centers and care facilities cost more than a pretty penny. Otherwise, definitely can't argue with your logic. smilies/smiley.gif
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written by Lynne Pomietlarz, July 28, 2008
Both of you have valid points, about the system and the money. However many of those people becoming seniors (the baby boomers) DO have disposable income and would consider purchasing a unit like Dancetown’s or the Wii, if not for the exercise for the ability to have a common connection with their grandchildren.

I work in a nursing home, and at recent state conference the session on 'Gaming with Seniors' was far beyond maximum capacity. Hundreds of Nursing Homes, Senior Centers, and Assisted Living facilities are purchasing these units, waiting on waiting lists and scrimping budgets in other area to be able to make these types of purchases (many facilities have multiple game units). This is one of the biggest 'buzzes' I've seen in my field of Recreation in a very long time. My facility gets our Wii next week and my seniors can't wait. I'm also currently exploring ways to fundraise to get us a Dancetown DDR as well.

Where there is a will... you know the rest. The point is disposable income, pricey nursing care or not, seniors want to participate in these types of activities and want to be involved. You will always have an exception to everything, but most of what I've heard is positive and they can't wait to get their hands or feet on an easy to use videogame.

Thanks for your support bdwilcox.
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written by Dan Zuccarelli, July 28, 2008
I love when these old stories get pulled back out of the woodwork, with over 3000 postings now we have quite the back catalog.

As for the content, I think videogames being used in retirement centers and the like is a fantastic thing, with literally NO down side.

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