Raise Your Hand If You Game – Everyone Is a Gamer
Amit Monheit, Co-founder & CEO of Odeeo, dives into the popular world of gaming from who's playing to where they're doing it, and what advertisers are missing out on if they don't tap into this market.
For years, the image of a “gamer” was fixed: a teenager in a dark room, controller in hand, isolated from the world.
That picture no longer holds. Gaming has become one of the most universal digital behaviors across all age groups, and older adults are leading the charge. According to AARP, 36.6% of adults aged 45 and up play games digitally, and 84% of them choose mobile as their platform of choice. Nearly one-third of all U.S. gamers are now over 50.
It’s time for advertisers to rethink who they picture when they say “gamer.”
The Stereotype Is Outdated
Mobile gaming is not just for Gen Z or millennials. It’s part of everyday life for millions of older adults. AARP research shows that players 50+ spend an average of 12 hours a week gaming, up from just 8.5 hours a few years ago.
And this isn’t passive dabbling. Among mobile gamers aged 65+, 22% play daily, double the rate of 15–24 year-olds. What was once a niche hobby has become a mainstream habit.
Why They Play: Relaxation, Sharpness, Stress Relief
Older gamers aren’t chasing leaderboards or streaming marathons on Twitch. They play for reasons that are deeply human, according to Ipsos:
- 79% say they play to relax
- 78% to stay mentally sharp
- 71% to reduce stress
In other words, gaming has become today’s crossword puzzle, meditation break, and TV unwind, all rolled into one. It’s a ritual for wellness and connection.
For advertisers, this creates a powerful cue: campaigns that align with positivity, relaxation, and mental engagement will resonate far more than ads that disrupt or overwhelm.
What Advertisers Are Missing
Despite their scale, 70% of gamers 50+ feel games aren’t made with them in mind, and 71% say they don’t see themselves represented, according to Axios. That disconnect is a lost opportunity.
Brands that acknowledge older players authentically, without stereotypes, can win attention and trust in an audience that is both highly engaged and underserved. And the channel to do it isn’t pre-roll video or intrusive pop-ups. It’s formats that fit seamlessly into the experience.
Everyone Is a Gamer
The evolution of gaming’s audience should push the advertising industry to evolve with it. When one-third of U.S. gamers are over 50, the question is no longer “Are they gamers?”, it’s “How do we meet them with respect?”
For brands willing to update their definition of a gamer, the opportunity is massive: attention, connection, and outcomes across an audience that is only growing.
Amit Monheit
Co-founder & CEO at Odeeo
Amit Monheit is a seasoned digital leader with over 15 years of experience in sales, advertising, and performance marketing. He specializes in monetization techniques and global growth strategies.
At Odeeo, Amit drives the business strategy and leads end-to-end execution, collaborating with investors, advisors, sales, and product teams. Previously, he was Head of Growth & Monetization at Audioburst and held key roles at ironSource, including Head of New Business Development and VP of Strategic Sales & Global Business Development at DealPly.
Amit holds a B.A. in Business Administration (Marketing) from Reichman University (2004-2007).
Odeeo is building the future of audio advertising. Founded in 2021 by a pair of ad tech veterans, Odeeo is creating solutions for publishers to unlock the fastest-growing segment of marketing spend, while empowering advertisers to reach mobile audiences at scale. Odeeo is based in Tel Aviv with a rapidly growing team across Europe and the US, and is backed by notable investors like Play Ventures and Heracles.
Visit http://www.odeeo.io to learn more about how audio is revolutionizing in-app advertising or find
Odeoo on LinkedIn.
