Long associated with semi-legal gambling in Japan, the shrinking pachinko industry may get a new lease on life thanks to a surprising demographic: Old people.

Bolstered by evidence that playing the vertical pinball machines can help prevent dementia, some businesses are now tailoring products and services for seniors in a bid to revive growth.

With Japan’s population getting smaller each year and the government seeking to curb gambling addiction, total spending at pachinko parlors was ¥14.6 trillion ($101.8 billion) in 2022, less than half the level from around two decades ago.

“The industry is in decline, and we are trying to think of ways to revive the business,” said Hiroto Kamei, sales director of pachinko-machine maker Toyomaru Sangyo.

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