In a article for investors detailing the rise of Resident Evil, Capcom has shared its thoughts on the future of the series. Talking about promotion, the developer notes "The main user group is now in their late-30s to 40s, and the average age is also going up as the series goes on with an increasing possibility that some percentage of the existing users will outgrow games altogether."
Capcom decided that getting exposure in fashion magazines was the way to go, so the company has been "collaborating with fashion brands which are popular among young people" and trying out concepts like that Resident Evil-themed café in Shibuya. Yeah, I know.
I think the key here isn't what the marketing department is or isn't doing -- it's the quality of the games, which has been in question as of late. Trying to bring in a new audience is all well and good, but longtime fans aren't going to blindly purchase everything with Resident Evil on the box. Forget about their age. That's not the real issue here.