The younger crowd is a little more open.
Now the people that are playing "casual" games would much prefer watching TV over gaming. Those people will never be able to be converted to a more involved type of game.
Look at all the people that play Farmville. My wife even got into it and she HATES video games. And after a short time she bailed on it. Why? because she doesn't want to invest time into a useless endeavor.
Give her something more complex that might not be a "waste of time" and she gets frustrated because she wants a zero learning curve. Zero learning curve tends to mean something less then advanced. It's an evil little circle that might be impossible to overcome.
The untapped market will more likely than not remain untapped.
Think of it as a storm cellar in space.
There must be more to life than having everything. -- Maurice Sendak