edited to add: So, while these can be selling points to target audiences if we're careful about not making them seem like central things, we should be cautious about throwing them about willy-nilly, especially without explanation.
A better approach is to, for all such potential hot-button "X-friendly" labels, mention how it's friendly to all sorts of traditionally-not-welcome-feeling groups because of those elements that make it so. Emphasize the elements and not the groups. People ARE intelligent analytical beings when acting as individuals. Let them have the information and draw their own conclusions, rather than giving them the conclusion and having them concoct their own (often wrong) information.
That's pretty much what I said. >.>
The intent of this thread was not selling point to gamers, but selling points to a business. A business will need to look at the game purely from the numbers perspective: How marketable is this? What will make this game worth our time and money to purchase and get it up and running?
Marketing it to seniors: Most likely a waste of money, a miniscule fraction of the people who see the advertisements will actually be interested. It also has the potential pitfall of making the core demographic go "This game is for old people, ech, I'm gonna go play something cool."
Marketing it to girls: Would maybe work if they did it right, but they probably wouldn't. It would likely end up being wasted money, and possibly cause the core demographic to turn away from it 'cause the game is "girly".. Additionally it might cause a backlash from real gamer girls pissed about the advertising campaign.
Marketing it to the LGBT community: Quite possibly would work- but it is guaranteed to cause at least some level of backlash. You and I may say "Well if people quit because they're homophobes, fine." unfortunately gay money is the same as straight money, so the business has to ask itself "Well we get enough LGBT players to overshadoow the loss of homophobic players?". Additionally, this could cause a /major/ problem in the game: If there is an advertisement for a F2P game that makes it clear it is LGBT friendly... you know what's going to happen, right? The game will likely get hit with throw-away accounts just to be bigoted cocks. It's a sad fact, but there are an unfortunate number of people that feel it is their God-given mission to try and shame homosexuals out of existence.