• by Teresa Buyikian , Yesterday

A new partnership between multivitamin brand Centrum Silver and Dave & Buster’s highlights how, for older adults, interactive and screen-based play can be a tool for cognitive stimulation.

The brands have launched Dave & Brain Busters, a nationwide pilot program for adults 50+ “designed to make memory support fun, social and rewarding.”

Senior adults are invited to the entertainment chain’s locations for “Silver Hours,” to play games deemed to “naturally support cognitive skills such as reflexes, memory, and problem-solving.” Seniors also receive a 10%-off coupon good for food, non-alcoholic beverages and activity purchases.

The brands have tapped comedian and actress Amy Sedaris to serve as spokesperson and promote the initiative via her social media, as seen here. Content will include Sedaris highlighting ways to support memory and brain health after 50. Sedaris also hosted the Dave & Brain Busters launch party at the Dave & Buster’s Times Square location in New York City last week, where she also participated in a panel discussion supporting the campaign.

The initiative was launched based on a recent study from Centrum x Talker Research, which found that active screen time is beneficial for the brain, especially for older adults. Despite 62% of adults 50+ having heard that screen time is harmful, addictive or “rots” the brain, 54% believe actively engaging with technology has actually improved their memory, and 34% said it has kept them “mentally sharp.” 

Games at Dave & Buster’s that have been identified to support brain health include "Fruit Ninja FX," "Subway Surfer," "Pac-Man" and "Doodle Jump," among others.