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Shane said:
Sony doubled the market over the past 10 years. The way they did that was largely by appealing to an older (albeit primarily male) demographic. How'd they do that? Largely with mature games. We're not talking 80 here, but we are going to late 20s/early 30s, a market Nintendo failed to even care about.

I’d say they did it by targeting more teens (despite what the game rating labels say).  I feel games like Zelda/Mario would appeal more to the late 20s/early 30s crowd than games like GTA.  But that’s just my opinion being almost 30 myself.