[Column] The Game Industry Now Embraces 'Universal Design'

Kim Hyuncheol / Senior Advisor, International Esports Promotion Institute

Dr. Hyuncheol Kim (Senior Advisor, International eSports Promotion Agency)

According to the "2024 Next Generation Interests (Livewire)" report targeting Millennials (ages 28-39), Generation Z (ages 18-24), and Generation Alpha (ages 6-14), the number of users who play games at least once a week reaches 3.2 billion, and for both the MZ and Alpha generations, games are the most preferred form of entertainment.

The MZ and Alpha generations are digital natives who have grown up in environments familiar with digital devices. Having been raised in a digital environment, they accept the latest technologies more quickly and without resistance than any other generation. They are a generation that enjoys online activities more than offline, sharing their daily lives through social media and actively consuming digital media and content.

The reason why generational distinctions are necessary is that each generation has lived through different social backgrounds, cultures, technological advancements, and economic conditions. However, such distinctions can also provoke generational conflicts, socio-cultural barriers, and even discrimination and prejudice.

In recent years, the leading keyword in various trends and generational theories has been the MZ Generation. The wave of generational analysis and marketing focused on MZ, which collectively refers to the new generation leading the consumer market and cultural trends, is still ongoing. In addition, Generation Alpha, the youngest generation with brand influence and purchasing power, is emerging as a force impacting social media and popular culture.

However, digital technology and social media are not exclusive to the MZ or Alpha generations. With increased life expectancy, we now live in an era where five generations?Alpha, Z, Millennials, Generation X, and Baby Boomers?coexist, so it is not appropriate to set standards based solely on generational distinctions. In fact, the number of people shopping online from Generation X already surpasses that of Generation Z.

Mobile shopping among those in their 50s and older is also rapidly increasing. In the first half of 2024, the number of consumers aged 50 and above using the Coupang app has tripled compared to 2019, making them the second largest age group among all Coupang app users, following those in their 40s. Furthermore, as retro becomes mainstream, Generation Z is sharing tastes with their Generation X parents. The cultural gap between generations is narrowing.

Even in gaming, once considered the domain of the MZ Generation, the challenges taken up by those in their 60s and 70s have become a hot topic. The first senior e-sports team in Japan, "Matagi Snipers," requires members to be at least 65 years old. Moreover, their main game is "Valorant," a shooting game that demands quick reflexes. They are still highly active, communicating with fans on Twitch, participating in the Tokyo Game Show, and attending e-sports events.

Games are not the exclusive property of any particular generation. As gaming culture has expanded, gaming preferences have become infinitely subdivided. While generational distinctions may still be effective for socio-cultural analysis, games are now divided by genre and play style, transcending age.

The general perception of games is that they are a relatively recent medium that does not sufficiently encompass social and cultural elements, serving simply as entertainment and fun rather than conveying meaning, value, or expression. However, this is a narrow view focused only on technology or platforms.

Games began with the history of humanity. The board game "Senet," which was likely enjoyed by the upper class and nobility in ancient Egypt 3,500 years ago, is evidence of this. Since then, technological advancements and changes in communication have led to today's video games and mobile games.

The main consumer base for games should expand from the Zalpha Generation to Generation X and the Baby Boomer Generation. Games should be designed to be accessible to all players, enabling people with diverse abilities and experiences to enjoy and communicate through them.

What if games offered a variety of control methods, allowed users to customize game settings, provided in-game content in multiple generational languages, or included subtitles or sign language interfaces for the hearing impaired?

The game "That Dragon, Cancer" tells the story of a family with a child battling cancer. The game can be played with just mouse clicks and drags, allowing players to experience the story through various choices. Since its release, it has received much acclaim and was selected as the most popular game at "The Game Awards" in 2017.

American architect Ronald L. Mace (1942-1998) pioneered universal design, which is not limited to people with disabilities but considers everyone. Universal design enhances human activity, health, and social participation, enabling a wider range of people to engage in more activities.

The key principle of universal design is equitable use. Design that provides equal opportunities to all players should allow enjoyment without relying on specific abilities or functions. We must break free from stereotypes about age or disability and bridge the gap between users and games so that a wider variety of players can participate.

Fifteen percent of the world's population lives with some form of disability. As of 2023, people aged 65 and older account for 10% of the global population. "Design for all ages and abilities"?universal design?is a compass that can help games grow into a broader and more innovative creative industry.