Reimagining Play for the Longevity Economy
For Ageless Innovation, we explored what older adults want from in-person games - and how to modernize classics without losing their soul.
The Challenge
Ageless Innovation wanted to reimagine classic board games to better reflect the needs, habits, and emotions of today's older adults and their families. While many games evoke strong nostalgia, they often fail to meet evolving social and physical realities of aging.
What We Did
Grounded in our Future50 Growth Framework, we surveyed over 500 adults (age 18-95), combining behavioral data with emotional storytelling. Our research explored what sparks joy, what barriers prevent play, and how ritual (not habit) defines in-person gameplay.
Key Insights
Games are felt, not played - emotions are central to gameplay.
The biggest barrier to gameplay was social, not physical.
Games are tied to family rituals meaningful moments.
Caregivers aren't just observers; they're active co-players.
Nostalgia isn't enough - games must be adapted with care.
The Impact
We delivered 5 strategic pathways for innovation, including rewiring emotional touchpoints, designing around social absence, and adapting classics without losing their soul. Our Emotional Archetype Map helped prioritize game titles, while detailed recommendations supported product development and marketing.
"My recent experience working with Dana and Nicole at Morning Light Strategy really stands out. The insights they delivered weren't just interesting; they were genuinely valuable and immediately actionable. Their collaborative approach and the final report were both well beyond my expectations."
Jim Murphy, SVP Healthcare, Ageless Innovation