‘If you don’t have an age strategy, you don’t have a growth strategy’

Amiqus’ Business Manager recently wrote an article for MCV/DEVELOP Magazine which highlighted why we can’t afford to overlook older workers…

The games industry is often seen as a youth-driven frontier, and certainly we embrace young talent through a number of dedicated awards and award categories. But across all sectors, age inclusion – in particular, of the 50+ demographic – has become an important topic of conversation. As the global population ages and the birth rate declines, studios can no longer afford to overlook older workers, nor indeed older gamers. Whether it’s on the dev team, in marketing, or within your player base, embracing age diversity could be your studio’s secret weapon.

Why It Matters: The Demographic Shift

We’re living longer than ever before. Over the past century, humans have gained 30 extra years of life expectancy. At the same time, birth rates across the globe have plummeted. The result? By 2030, almost half (47%) of the Western European workforce will be over 50.

And here’s the kicker: while the pipeline of younger talent is shrinking, the over-50 demographic is the only growing talent pool. If you’re not already considering how your studio can attract and support older workers, you may want to start doing so now.

Breaking the Stereotypes

Despite these demographic facts, ageism – especially towards those aged over 50 – remains stubbornly persistent. Workers are often asked when they plan to retire, rather than how they can grow. In the creative and tech sectors, the myth that innovation only comes from youth can lead to a loss of priceless experience.

Women are hit especially hard. Ageism intersects with sexism, often pushing capable women out just when they’re reaching their prime. Eleanor Mills, founder of noon.org.uk, calls this the ‘Queenager brain drain’ – a silent exit of skilled, midlife women due to lack of flexible opportunities or recognition.

Why Studios Should Care

Games aren’t just played by young people – they’re played by everyone. The average gamer is now in their 30s, and a significant portion are over 50. Yet, older players rarely see themselves represented in characters or marketing. Indeed, a recent report by the Geena Davis Institute on representation of age in games revealed that 50+ characters make up just 7% of human and human-like personas in best-selling games on Steam.

That’s not just a diversity fail – it’s a missed business opportunity. Representation matters. If your dev team skews too young, your content will too. This can limit your reach and alienate a massive, loyal, and often overlooked customer base. In contrast, having multi-generational teams helps studios create games that resonate across ages.

Plus, age-diverse teams bring a different energy. Older workers tend to offer calm under pressure, life experience that can’t be taught, and the emotional intelligence to navigate team dynamics. In an industry environment which can sometimes be stressful, that’s gold dust.

Making It Happen: Age-Inclusive Strategies

So, what can studios do to foster age inclusion?

Review Recruitment Practices
Use inclusive language in job ads. ‘High-energy rockstar’ might sound cool, but it can deter older candidates. Focus on skills, not age-coded phrases.
Audit Your Workplace Culture
Create environments where people of all ages feel seen and valued. This includes rethinking benefits, training opportunities, flexible working opportunities and development pathways for midlife employees.
Educate Managers
Train leaders to recognise and challenge age-related biases. Support them in managing inter-generational teams, which may require different communication styles.
Showcase Role Models
Highlight older team members in public-facing content and internally. Visibility normalises age diversity and helps combat outdated assumptions.
Design for a Wider Audience
Include older characters in games. Make accessibility a core feature. Reflect the full spectrum of your audience – not just the 18-35 crowd.

As Lyndsey Simpson, CEO of 55/Redefined, puts it: “If you don’t have an age strategy, you don’t have a growth strategy.” For game studios, that means both inside your team and in the content you create.

Finally, I would strongly recommend following both Lyndsey Simpson and Eleanor Mills on LinkedIn. I watched a webinar recently featuring both of these brilliant women and was the inspiration for this article. I’m delighted to be a proud ‘Queenager’…