DSi XL Targets Seniors
Nintendo have not stated that their new console is targeting the older generations but it seems likely to be one of their targets. The most compelling evidence is that the first piece of marketing for the Japanese release of the console features a grey haired lady doing stuff on a DSi XL. The larger screen and stylus would make using the console easier. It makes sence for Nintendo to target this market as research carried out by Cable & Telecommunications Association for Marketing (CTAM) found 47% of “mature” (although I’m unsure what they categorise as mature) web surfers regularly play free online games. Even my 65 year old mum has expressed an interest in the DS (the power of putting Ant and Dec in your marketing mix), perhaps the DSi XL will be the first system she buys since she bought me a NES around 20 years ago.
Of course Nintendo aren’t squarely aiming the console at seniors, the improvements in the console will also be well received by younger gamers and you can be sure Nintendo will include a diverse mix of grinning actors in their adverts.
These promotional shots of the people in a care home prove that Nintendo consoles are a hit with the older generation.
