Aging consumers seek games to improve memory, cognitive skills

We all know that physical activity can keep one's body in better shape and ward off illness. Now we're seeing an increasing focus on using mental aerobics to keep brains fit. Boomers and their parents are quickly lining up to take their brains for a run on the mental treadmill.

Often referred to as "brainercses" and "braintainment," the goal of various new mental workouts is to improve memory and keep cognitive skills in check. Jigsaw puzzles, crossword puzzles, find-the hidden-word exercises, Sudoku, and other pencil-centric activities have long been embraced by aging consumers who believe these games keep them mentally alert.

These same consumers are now embracing tech games as an effective way to keep memory loss at bay. Nintendo has introduced Brain Age, a mix of word and math puzzles. Although developed by a neuroscientist,  the company markets the product as entertainment. Meanwhile, scientists at Posit Science came out with a Brain Fitness Program based on research conducted primarily in retirement communities.

Do these new games work? So far, there isn't enough research to prove that playing brain games will improve mental health, so companies that want to market brain trainers need to understand the implications of appearing to promise too much without the hard data to back it up. After all, Boomers in particular are quick to discount companies they feel are trying to pull one over on them. Their endorsement - or lack thereof - can make or break a product.

As far as I'm concerned, though, there's certainly no harm in trying these games. And as soon as I remember where I left my keys, I intend to get in my car and go buy a few games myself.