In a new piece on Capcom’s Investor Relations site, the company states that their current user base for the highly popular Resident Evil series is in their “late-30s to 40s” and the age continues to rise.
Capcom is concerned that eventual a good portion of these fans will “outgrow games altogether” and stop playing the game, which is why there is a constant need to appeal to a new and younger audience. For instance, Capcom has collaborated with a fashion magazine and fashion brands that cater to the younger crowd.
They have also been actively working on spreading brand recognition among non-gamers through events and venues, such as the “Halloween Horror Night” event in alliance with Universal Studios Japan and the opening of the “Resident Evil Café and Grill S.T.A.R.S.” (a Resident Evil-themed restaurant) in Shibuya PARCO, Tokyo.
Meanwhile Capcom isn’t trying to alienate their current fanbase, resulting in the launch of Club 96 fanclub. It serves as a bridge between fans and developers and they even hold an annual members-only Premium Party.