Gaming console @Xbox reconnects elderly with grandchildren via gaming. The campaign addresses the insight that one in three seniors suffer from loneliness, something that has been exacerbated by global lockdowns, which have isolated the elderly and immunocompromised. Xbox aimed to position gaming as a credible and effective form of long-distance social interaction that could benefit the two million older people in the UK who were expected to experience loneliness during the 2020 holiday period.
At the beginning of the first lockdown, even the WHO has endorsed the idea of video games as a means to maintain social contact during lockdown. It publicly partnered up with several dozens of individual games to motivate people to remain in contact via gaming, while staying inside. A recent white paper by media agency The7stars shared that two in three baby boomers in the UK started gaming during lockdown. A survey in 2019 - prior to the lockdown already showed that as many as 42% of Brits aged 55-64 played video games regularly. Even 1 in 4 over 65 said they had played a video game in the last five years. This only confirms an acceleration of the number of grey haired gamers. And why not: It facilitates stress release, connecting socially and staying mentally sharp.
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