I would have to say routine worked for both of mine. Thing 1 was a beasty about bedtime and only slept until 5am no matter what time he went to bed and Thing2 slept good all the time, but they both had routines. (Probably because it worked better for ME!
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Thing1 went like a tasmanian devil all day long & I was a SAHM, so I really needed him to be sleeping at night! When he was your son's age, he was in bed by 7pm. We started an hour ahead with bath time and then nothing but quiet time together with a parent. (This was his dad's time when he was not out to sea) We would watch something on TV with him, but every single night one of us read to him for at least 15 minutes. We didn't have electronic games for him back then - but there were no toys involved during this time.
We were winding down - not trying to wind him up!
It really helped having this same routine every night. I think we continued it throughout his younger elementary school years. Thing1 is my special needs son, so he was "younger" for a much longer time and he needed the routines. Although, I think most kids do thrive from routines - they feel more secure knowing what to expect in their worlds.