The Untapped Potential of Mature Gamers: How Independent Media is Filling the Void
Over half of the 205.1 million Americans who play video games are over the age of 35. Yet, for decades, the gaming media landscape has largely ignored this demographic, focusing instead on a younger audience. This isn’t just a matter of representation; it’s a massive, underserved market opportunity – and a growing number of independent creators are stepping up to fill the void.
The Rise of the Mature Gamer & The Media Gap
The traditional gaming press, often geared towards a younger, more “hardcore” audience, has historically struggled to connect with players over 35. As former Polygon editor-in-chief Chris Plante points out, this isn’t accidental. It’s a business decision driven by the perceived spending power and consumption habits of younger demographics. But the numbers tell a different story. The Entertainment Software Association’s data clearly demonstrates a substantial and growing population of older gamers with distinct interests and expectations. These players often have less time for lengthy gaming sessions and may prioritize different genres and experiences than their younger counterparts.
Post Games: A New Model for Gaming Coverage
Plante’s new venture, Post Games, exemplifies this shift. Inspired by the NPR model, the podcast offers tightly-edited, hour-long episodes that delve into the “how and why” of gaming, rather than simply reporting on the latest releases. This approach, coupled with a focus on thoughtful interviews – like his recent conversation with videogamedunkey about Death Stranding 2: On the Beach – is attracting a loyal audience. The podcast’s success, already exceeding 1,000 paid Patreon subscribers, demonstrates the viability of catering to this neglected segment.
Beyond Blockbusters: Exploring Deeper Themes
What sets Post Games apart isn’t just its demographic focus, but its willingness to explore more cerebral themes within gaming. Recent episodes have tackled the history of the Independent Games Festival’s Seamus McNally Grand Prize and even the surprisingly complex topic of “sexy games.” This willingness to move beyond hype and delve into the cultural and emotional impact of games resonates with a mature audience seeking more than just gameplay reviews. This is a trend reflected in the growing popularity of games that explore complex narratives and emotional depth, such as those examining themes of loss and grief, as highlighted in Plante’s interview with Kaitlin Tremblay, creator of the game Ambrosia Sky, which directly confronts the subject of death.
The Independent Media Revolution & The Future of Gaming Journalism
Plante isn’t alone in forging this new path. The media landscape is witnessing a broader trend of game journalists striking out on their own, fueled by industry layoffs and a desire for greater creative control. Worker-owned publications like Aftermath and Substack newsletters like Patrick Klepek’s Crossplay are demonstrating the power of direct audience engagement and niche content. This shift is particularly crucial in the face of challenges like Google’s AI-powered search results, which threaten to further marginalize independent voices.
Focusing on the Audience, Not Just Scale
Plante argues that the key to success lies in prioritizing the audience. “If you focus on the readers and the audience, you will find more business opportunities,” he says. This approach contrasts sharply with the traditional media model, which often prioritizes scale and advertising revenue. By catering to underserved audiences, independent creators can build loyal communities and sustainable businesses. The success of Post Games, funded directly by its listeners through Patreon, is a testament to this principle.
The future of gaming journalism isn’t about chasing the latest trends or appealing to the broadest possible audience. It’s about recognizing the diverse interests of players and providing content that resonates with their unique experiences. The rise of independent media, exemplified by ventures like Post Games, is not just a response to industry disruption; it’s a vital step towards a more inclusive and engaging gaming culture. What will it take for mainstream publications to recognize and embrace this growing demographic? The answer may lie in a fundamental shift in perspective – from chasing scale to serving the audience.
