UK – The gaming brand is offering Xbox consoles to retirement communities across the UK in a bid to boost connections between old people and their family members.
As part of a partnership with Retirement Villages, the brand presents its Beyond Generations campaign as a way of bridging generational divides and helping to alleviate loneliness. Staff at the villages will be available to encourage games with younger relatives, allowing even those with limited mobility to spend time virtually with their families.
By connecting in this way, older consumers have an opportunity to spend time with others, as well as feel empowered to learn new skills. ‘Games are a source of joy, inspiration and social connection,’ says Phil Spencer, head of Xbox. ‘They have the power to bring us together, create empathy and strengthen our social fabric.’
While we’ve previously explored the potential for games to bolster relationships between boys and men, this initiative provides an intergenerational example that echoes our research into Neo-kinship.
