Marketing Currents - Business and Marketing Current Events

How Xbox Is Using Gaming to Connect the Elderly to Loved Ones


Loneliness among the elderly is on the rise, with one in three suffering from it. Age U.K. finds that a million older people go a month or more without speaking to anyone, and isolation has only gotten worse since Covid-19.

Microsoft’s Xbox is seeing what it can do to help. Along with McCann London, it’s launched “Beyond Generations,” which explores how gaming can improve real-world relationships, especially between family members who are divided not only by space but by time.

Click here to read the story at

Discussion Questions:

  1. What is market segmentation?
  2. Based on information from this news story, how is Microsoft segmenting the market?
  3. Who are they targeting with this marketing campaign?
  4. Why do you think they are targeting this group of consumers?
  5. What is a tagline?
  6. What is the tagline for this marketing campaign?
  7. What message do you think Microsoft is communicating to consumers with the introduction of this tagline?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.