What We Learned by Studying How Older Adults Play
- Nicole Munsey
- May 6
- 2 min read
Rethinking classic board games, emotional rituals, and opportunity in the aging space.
What should the next generation of reimagined board games designed for older adults look like?
That's the question Ageless Innovation brought to us. Known for their line of Joy for All companion pets and a growing portfolio of re-designed classic board games, Ageless Innovation wanted to explore how today's older adults, and the people who play with them, think about games.
They weren't just looking for preferences. They wanted to uncover emotional truths, unmet needs, and strategic opportunities that would guide their next generation of game innovation. Together, we set out to understand how and why people play, which games still resonate, and what gets in the way of play later in life.
Play isn't just entertainment. It's emotion, memory, and connection.
In a national survey of more than 500 US adults aged 18-95, we uncovered a set of human truths about older adults and gaming.
1) Games are felt, not just played
People remember how a game made them feel, even decades after playing. Emotions like joy, pride, and connection are central to gameplay.
2) The biggest barrier is social, not physical
Many older adults said they would play again - if they had someone to play with.
I would love to play again - but who would I play with?
Male, Age 75-84
3) In-person games are rituals, not habits
Games often carry the weight of family tradition, especially during holidays or caregiving routines.
4) Nostalgia isn't always enough
While beloved, some games are now seen as too complex, too stressful, or too long - indicating a clear opportunity for reimagining.
A strategy for reimagining classic board games
We helped Ageless Innovation go beyond assumptions to find the right emotional entry points for innovation. That meant:
Identifying which classic games were ready for reinvention (and which weren't)
Mapping specific game titles to emotional archetypes like Joyful Connection and Mental Mastery.
Analyzing portfolio expansion potential with TUR modeling.
Recommending product and storytelling strategies for older adults and caregivers alike.
The result? A roadmap for strategic and tactical innovation grounded in the real feelings and frictions people have around gameplay - especially as they age.
See the full case study
This work with Ageless Innovation illustrates what's possible when you start with people - not products. Want to see what it looked like in action?
Download the PDF of this Morning Light Strategy Case Study.
We help brands understand and innovate for the 50+ consumer and their families.
If you're looking to unlock new opportunities in aging, let's talk.
About Morning Light Strategy: Morning Light Strategy is an insights & advisory agency on a mission to help brands and organizations plan and position for the global shift toward an older and longer-lived demographic. We help our clients make the strategic business, marketing and innovation decisions that will accelerate their growth among 50+ consumers and their caregivers. To learn more, visit: www.morninglightstrategy.com
