October 6th 2024.
The topic of video game audiences has always been a controversial one, with many differing opinions on who the target demographic really is. One reader, who goes by the name Aston Marley, argues that video game publishers tend to cater mainly to teens and children, particularly in recent years.
Growing up, video games were often dismissed as a childish and immature form of entertainment. They were seen as a passing trend, something that only antisocial teenage boys played in the privacy of their darkened bedrooms. This stereotype has lingered for quite some time, but with the rise of a new generation of parents who grew up playing games, the perception of gaming has shifted. Nowadays, it's no longer just seen as a pastime for angsty teenagers, but rather a hobby enjoyed by people of all ages. The only ones who seem to still adhere to the outdated stereotype are the video game publishers themselves.
Back in the 90s, video game marketing was primarily targeted towards children, with advertisements often found in comic books or during Saturday morning cartoons. This is a clear indication of who the publishers believed their main audience to be. While there has been some progress since then, with the launch of the original PlayStation widening the age range to include older teenage boys, not much has changed in terms of target demographics. Most marketing still revolves around violence and anger, regardless of the actual content of the game.
Even games with well-crafted stories and thoughtful characters are not immune to this phenomenon. Trailers for these types of games often focus solely on the violence and aggression, even if it's not an accurate representation of the game itself. This is because video game publishers believe that this is what will appeal to their target audience of angsty teenagers.
However, a recent study showed that the majority of gamers actually prefer single-player games over multiplayer, which goes against the common belief held by publishers. Older players, in particular, have little interest in multiplayer, while younger players enjoy both types of games, with a slight preference for PvP. So why do publishers continue to focus on multiplayer games if they are not as popular as they think?
The answer is simple: money. Multiplayer games have the potential for endless microtransactions, which means more profit for the publishers. On the other hand, single-player games are generally a one-time purchase with little to no additional costs. This means that video game companies are more likely to prioritize multiplayer games, even if it means neglecting the preferences of their audience.
This focus on multiplayer games also has its consequences. It often results in games being marketed towards children, rather than adults. While there are many games that are aimed solely at adults, the big blockbuster titles that make the most money are still geared towards kids, even if they have a mature rating. Just look at the average age of players in chat rooms for games like Call of Duty and GTA Online, and it becomes clear that the intended audience is younger than it should be.
There have been some recent indications that major publishers, such as Sony and Ubisoft, are starting to realize their mistake in prioritizing multiplayer games. But it remains to be seen if any real changes will be made. In the meantime, the gaming industry is in danger of taking a step back in terms of diversity in games, audience, and perception by the wider world. It's almost as if we've come full circle, with games once again being seen as just a form of entertainment for children.
Ultimately, the target audience for video games should be everyone, regardless of age. Games have the potential to be appreciated by people of all ages and offer a wide range of experiences. But as long as video game publishers continue to prioritize profit over diversity and inclusivity, the industry will struggle to move forward.
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