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Why Gen X Is Getting More Into Gaming

Two gaming brands made it onto our list for Gen X this year — Call of Duty and Nintendo.

You could chalk this up to big news this year for those brands — Nintendo released its long-awaited sequel to the Nintendo Switch, for example. But this coincides with a trend we’ve been seeing for years: Gen Xers are gaming more and more.

The Share of Weekly Gen X Gamers Is Rising

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The share of Gen X consumers who say they play console games weekly grew by 5 points in 2025 (and is up more than 10 points compared with 2022 figures). Of the generations Morning Consult tracks, Gen X’s gaming frequency is growing the fastest. External data and reporting validates this trend we’re seeing in Morning Consult Intelligence data — there are more older gamers.

Purchasing consideration for the major players in the console space — Nintendo, Xbox and PlayStation — has also been steadily increasing since 2022 for Gen Xers. 

We saw this trend continue into 2025, despite a tariff-related price increase on all three major consoles. Frequent Gen X console gamers tend to fall into higher-income brackets and are more willing to try a new product (like a newly released console) — so a price increase may not serve as much as a deterrent for this group.  

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Fastest Growing Brands 2025

In this report, we rank the top 20 brands that have seen the biggest rise in purchasing consideration this year and how that is playing out across the general population and other key demographics. Plus, we profile the brands that have made an impression on consumers.

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