Some casual game developers and publishers think the best was to capture the mass-market is to make games for the lowest common denominator.  Toddlers being that common denominator.

The infantilization of casual games is underway.  Here is a look at some recent titles: Super Granny, Carrie the Caregiver, Chocolatier, The Scruffs, Baby Luv, SuperCow, Snowy, Sally’s Salon, Pet Vet, and Paradise Pet Salon. None of these titles or themes can possibly appeal to an adult. 

It is like some developers think the word Brøderbund translates as “casual game”.  Games similar to the ones my kids play on my old 486 PC are showing up on casual game portals.  The edutainment classics from back in the day are resurfacing as casual games for grown-ups.  And they are not even mining the cool classics like Choplifter, Bungeling Bay, and Karateka.  What is next?  MCF: Carmen Sandiego?  KidPixDash?

Isn’t anybody even TRYING?  Making games for clicktards and babies will only help you capture those demographics.  The way to grow the industry, and grow revenue, is to grow the art, and push the state of the art.  Make games that are stickier, have broader appeal, generate more word of mouth, grab more buzz. 

I know of more mommies in my wife’s Mommy Club that play WoW more than play Bejeweled.  Even Texas Holdem has been repositioned as sexier and more approachable than ever.  These examples have expand games into the mass-market.  They are doing it right.

There is nothing wrong with recycling a classic mechanic.  Moreover, it is a pretty smart thing to do.  But, for the sake of your users, improve upon the original.  Making a very complex game simpler is one way to do that.  Re-making Zoombinis for adults is not.

90% of the world has never played a casual game.  They will not be more likely to do so if the gameplay and theme are dumbed down.  Just because more people CAN play a game, does not mean more people WILL.  Respect your users (and the vast majority of potential users) with appropriate themes with broad appeal, and fun gameplay that is easy to play yet difficult to master. 

Don’t treat gamers like they are wearing diapers.  Unless, of course, your game is World of Warcraft and they are on a marathon Red Bull fueled mission to level up to 70 in a weekend.