New Trend Sees Grandparents in the UK Turning to Gaming with the Younger Generation

• New research from Samsung reveals over a third (36%) of 65-year-olds and over in the UK, that are interested in gaming or gaming already, are gaming every day, with 85% of those gaming at least once a week

• Almost a fifth of grandparents from the sample that Samsung spoke to in the UK, game to ‘keep in contact’ with their grandchildren

• TikTok sensation, Grandad Frank, has teamed up with gaming YouTube and Twitch Star, Gee Nelly, to inspire the nation’s grandparents to level up their gaming skills

LONDON, UK – January 2023 – Samsung Electronics Co., Ltd: With many looking to learn a new skill as we start the year, new research has found that we’re a nation of grandparent gamers. Samsung polled over 65-year old’s in the UK interested in gaming or who have already taken the plunge into gaming and found over four in five (85%) now game at least once a week, and more than a third (36%) gaming every day. The emerging trend reveals two-fifths (42%) of those surveyed game to bond and spend quality time with family members and nearly a quarter (22%) are doing so to boost their mood and stimulate their minds.^[1]

The research comes as Samsung Electronics Co., Ltd. reveals although grandparents’ love of virtual gaming started trending in the last couple of years, with almost a fifth (19%) of those polled having picked up the hobby during the pandemic and continued since, there are still setbacks to overcome. Almost a third (32%) of those polled cite ‘not understanding the technology’ and ‘needing someone to explain how to play’ (31%) as holding them back to starting gaming in the past or the future, whilst over a quarter (29%) feel they don’t have the right equipment to get involved.

To aid the older generation, Samsung has teamed up with Twitch and YouTube gaming star, Gee Nelly, to teach TikTok sensation, Grandad Frank – who boasts more than 7M TikTok followers – to game for the first time ever: https://www.tiktok.com/@grandadfrankk/video/7191938009565121797?lang=en

The TikTok opens with Gee Nelly playing an Xbox game she has recently discovered, Sea of Thieves, on a Galaxy Z Fold4 – which boasts a mega 7.6-inch display – before both getting to grips with the game using the Odyssey Ark, a 55” rotating display monitor delivering a cinematic experience. As they navigate Sea of Thieves together, Grandad Frank is introduced to a whole new world of virtual gaming with Gee Nelly’s careful navigation and gaming hacks, exploring the immersive highs which virtual gaming brings. The experience brings Grandad Frank and Gee Nelly’s worlds together through their shared gaming journey and Grandad Frank shares that he’ll certainly have to pick up gaming due to his children and grandchildren as it’ll help bring them together as a family.

Why are the older generation, affectionately coined ‘Old Age Gamers’ (OAGs), shunning Sudokus and logging into the world of virtual gaming? A quarter of those polled, play to keep their mind active and over a fifth (22%) find it helps to boost their mood, whilst 23% find gaming ‘calming’ as it ‘takes their mind off the busy world’ around them.

Grandad Frank said: “It was during the pandemic that I started creating videos on TikTok with my granddaughter, Kiera, and since then we’ve been closer than ever. Embracing the digital world, with the help of my family, has been so much fun over the last few years and has certainly kept us all laughing.

That’s why I’ve teamed up with Samsung to help other older people out there get online, whether it’s playing a video game with your grandchildren or doing a silly TikTok dance. You’ll be amazed by the connection it can bring – I feel like I’m having a second childhood!”

The study revealed that, while around half (51%) of grandparents who already game or would be interested in gaming would like to play by themselves, many already play, or would prefer to play in the future with their family such as children and grandchildren (42%) or partner (41%) as they look for more interaction over the winter months.

Graeme Little, Head of Display at Samsung Electronics UK, said: “The power of connection that technology can bring was evident during the pandemic, and it’s incredible to see the older generation embracing the virtual world and continuing new habits formed over the past few years.

“Grandad Frank and Keira’s content is uplifting and refreshing, and we hope that, with our tips and tricks, other grandparents will feel empowered to take on a new gaming challenge with their families this year.”

Following the busy festive season surrounded by families, it’s no surprise that many may be looking for new ways to connect again with their family and friends in an increasingly digital world. For those looking to upskill themselves in 2023, Samsung boasts a range of products perfect for those looking to play (or compete) with the whole family, from the Galaxy Fold4 to the Odyssey Ark Display Monitor.

For those with a 2022 Samsung Smart TV, the Samsung Gaming Hub provides instant access to the biggest games on Xbox and other top streaming partners – to keep you playing together all the way through the year.

Notes to Editors

Nationwide survey polled 1,000 UK adults 65+ who have played, or would be interested in playing, computer/video games. Conducted 18th – 23rd November 2022

[1] Nationwide survey polled 1,000 UK adults 65+ who have played, or would be interested in playing, computer/video games. Conducted 18^th – 23^rd November 2022.