Games continue to appeal to a broader audience

Videogames attract more players
Two-thirds of Americans play; 42% own a game console
By Susanne Ault — Video Business, 6/2/2009

JUNE 2 | PHYSICAL: The Entertainment Software Assn. reports that 68% of U.S.
households enjoy computer or video games, representing a 3% uptick over
2008.

Adult gamers have been playing for 12 years on average, marking a decrease
from 2008. That indicates to ESA that more people are picking up game
controllers for the first time.

Releasing the study during the annual E3 Expo game conference, which it
produes, ESA touted the category¹s ability to attract new players.

³This is the new golden age of entertainment software. Our products are now
being enjoyed by over two-thirds of Americans,² said Michael D. Gallagher,
CEO of the ESA. ³As the findings of the 2009 Essential Facts illustrate,
more and more Americans across all demographics are now embracing the
interactive entertainment experience that computer and video games provide.²

In other findings in ESA¹s Essential Facts study, 42% of Americans own a
game console. The average player is 35 years old, and 43% of players are
female.

Almost half of all games sold are rated ŒE¹ for Everyone by the
Entertainment Software Ratings Board.

Gaming is increasingly a family activity, adds ESA. More than 60% of parents
with children under 18 believe gaming is a positive part of their kids¹
lives. These parents are present when kids purchase/rent games 92% of the
time. Also, these parents say they monitor their children¹s play 91% of the
time.

©2009 Reed Business Information, a division of Reed Elsevier Inc. All rights
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