I think maybe "money spent" would be a better metric. If you buy AAA titles, consoles, surround sound systems, projectors, liquid-cooled rigs with dual video cards, gaming headsets, specialized controllers, keyboards, and mice...in short, if some non-trivial percentage of your household's disposable income goes towards gaming, then you are a gamer. Does it not make economic sense to target the demographic that is spending outrageous amounts of money on this stuff. Otherwise you're chasing a very thin, long tail. Good luck keeping your game dev company afloat with that plan.