When most people think about gaming today, their minds often jump straight to Gen Z and Gen Alpha. They’re the stars of Twitch streams, viral TikTok clips, and esports tournaments. But by focusing solely on these younger groups, brands risk overlooking a huge and incredibly valuable segment: Millennials and Gen X.
These generations didn’t just grow up with gaming; they’re still very much part of it. They’re actively playing, deeply engaged, and crucially, spending money.
Gaming Fits Their Busy Lives
Mobile gaming has become the go-to platform for Millennials (ages 28–43) and Gen X (ages 44–58). About 77% of Gen Xers and 78% of Millennials regularly play games on their phones, often daily. Whether it’s a quick puzzle on the commute or a longer strategy session in the evening, mobile gaming offers flexibility that suits their fast-paced, multitasking lifestyles.
How They Stay Connected
Millennials and Gen X don’t just play games—they follow gaming culture closely. They watch gameplay videos on YouTube and Twitch, join Discord servers to connect with fellow fans, listen to gaming podcasts, and engage with content across social media platforms. Their involvement extends well beyond pressing “play.”
Why Brands Should Look Beyond Gen Z
Gen Z might dominate social media buzz, but Millennials and Gen X are the backbone of gaming’s economic and cultural influence. They have disposable income, they spend consistently, and they’re loyal community members. Ignoring this audience means missing out on some of the most dedicated gamers and potential customers.
How Brands Can Connect Authentically with Older Gamers
To win over Millennial and Gen X gamers, brands need to be smart and respectful:
- Be Where They Are
These gamers aren’t just on kid-focused platforms. They’re on mobile and PC platforms like Steam, and competitive esports scenes for titles like CS2, Valorant, and Tekken. Engaging in these spaces authentically can open doors to a passionate audience.
2. Understand the Culture
Gamers value authenticity. They quickly spot marketing that feels forced or out of touch. Brands that listen and participate in genuine ways earn respect and loyalty.
3. Make In-Game Ads Feel Native
In-game ads that integrate smoothly into the gaming environment offer a unique way to connect without breaking immersion. Companies like NEO specialize in creating native in-game advertising solutions, such as branded billboards, product placements, and dynamic ads, that resonate well with Millennials and Gen X. When done thoughtfully, these ads feel like a natural part of the experience, increasing brand recall and player acceptance.
The Bottom Line
Millennials and Gen X are far from “legacy” gamers. They juggle busy lives but remain passionate and invested in gaming. They represent a powerful, multigenerational audience brands can’t afford to overlook.
If you want your brand to thrive in today’s gaming landscape, it’s time to expand your focus and meet these gamers where they play.
