Nintendo pitches 'grey gamers'

Over the weekend, the Kyoto-based publisher and console maker was a first-time exhibitor at Life@50+, an annual event sponsored by the American Association of Retired People, the 35-million-plus member organization dedicated to enriching the lives of those over the age of 50. "Nintendo has never gone after grandparents before," Amber McCollom, a senior PR manager with Nintendo of America, told The New York Times (registration required). "We're targeting this audience for themselves, not just their grandchildren." To entice attendees, company reps reportedly walked the aisles of the show wearing "Ask Me My Brain Age" buttons.