Next Generation explores the possibility that the 18 to 34 year old 'hardcore' male gamer, a coveted demographic, may not actually exist. Research from the NPD Group indicates that most 'heavy use' gamers are younger, between six and 17. From the article: "Frazier explained ... 'The segments were determined by examining player behavior, rather than defining segments demographically. While it's easy to talk about the 18 to 34 core gamer, it's not necessarily accurate. The industry has been in need of much more nuanced information that can be used both when developing and marketing content. In all, 10 behavioral attributes were used to determine the segments, and they fall into four primary areas: ownership of systems, use of systems, frequency of use, and purchase behavior. Segments emerged by minimizing differences within clusters and maximizing differences between the clusters." Is this yet another sign of the 'greying gamer' phenomenon, or simply evidence indicating the marketers have had it wrong all along?
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