Beyond Gen Z: Why Millennials & Gen X Are Gaming’s Most Overlooked Power Players

When brands think of gaming, they often fixate on Gen Alpha and Gen Z - but they’re missing a massive opportunity. Millennials and Gen X not only built gaming culture, but they’re still actively playing, engaging, and most importantly… spending.

While Gen Alpha and particularly Gen Z may be the most talked-about generations in gaming, Millennials (ages 28-43) and Gen X (ages 44-58) are shaping the industry just as much, if not more. These older gamers now have disposable income, making them a prime audience for brands looking to connect in meaningful ways.

At Prado, we’ve seen firsthand how gaming habits evolve as players balance careers, families, and adult responsibilities, yet their passion for gaming remains constant. The question is: How can brands reach them effectively?

Mobile Gaming Leads the Way

Mobile gaming is the most popular gaming platform for these generations, with 77% of Gen X and 78% of Millennials playing mobile games regularly - many engaging daily. Whether it’s strategy games, puzzles, or immersive RPGs, mobile offers a convenient, on-the-go gaming experience that fits seamlessly into their busy lifestyles.

Beyond Gaming: Where Else Are They?

Millennials and Gen X aren’t just playing games: they’re watching, engaging, and participating in digital entertainment. From streaming gameplay content on YouTube and Twitch to following gaming influencers on social media, their engagement extends far beyond just playing. Discord communities, gaming podcasts, and interactive content all play a role in how these audiences connect with their favorite franchises.

Why Brands Should Pay Attention

Focusing only on Gen Z means missing a high-spending, deeply engaged audience that has shaped modern gaming culture and continues to drive industry growth. Mobile gaming, combined with digital-first entertainment habits, makes Millennials and Gen X a powerful consumer base that brands can’t afford to overlook anymore.

How Brands Can Win with Older Gamers

Successful brands in gaming don’t just show up: they add value. Here’s how brands can authentically engage Millennial and Gen X gamers while respecting gaming culture:

1️⃣ Meet Them Where They Play

Not all gaming happens in kid-focused ecosystems. Mature gamers are active on many platforms like:

✔ Mobile – The success of the Apple and Google Play stores allow gamers to play without a desktop or console, making it easier to fit gaming into busy lifestyles. Any time. Any where. It’s no wonder mobile is the device of choice amongst all gamers.
✔ Steam – Home to some of the biggest PC gaming audiences, especially for strategy, RPG, and multiplayer games.
✔ Esports & Competitive Gaming – Games with Teams (like those for CS2, Valorant, Street Fighter, and Tekken) and tournaments attract gamers in their 30s and 40s.

Brands that engage in these spaces (in authentic and ways that make sense) will connect with a valuable audience often ignored by mainstream campaigns.

2️⃣ Respect the Culture

Gamers are savvy: they can spot inauthentic marketing a mile away. The best brands integrate seamlessly into gaming communities with campaigns that feel native, not forced.

3️⃣ Add Value, Not Noise

Traditional ads? They don’t work as well in gaming. To truly engage Millennial and Gen X gamers, brands must offer real value, and brands that prioritize engagement over interruption will win long-term loyalty.

Millennials and Gen X aren’t just past players: they’re an active, growing force in the gaming industry. These generations balance work, family, and responsibilities, yet continue to invest in gaming as a lifelong passion.

At Prado, we help brands navigate the growing gaming landscape with premium solutions that drive real engagement.

Want to learn how your brand can tap into this growing audience? Let’s talk!