E3 Video Games Report: Social Play Rising and Parents in Control

The Entertainment Software Association (ESA) — the organization behind E3 — has released a new report, indicating that computer and video game use is widespread.

By Cliff Roth

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Video/Imaging DesignWire
(6/15/2010 6:17:04 PM)

As the E3 convention gets underway in LA this week, the Entertainment Software Association (ESA) — the organization behind E3 — has released a new report, indicating that computer and video game use is widespread, with 67 percent of American households playing. The study also reveals the social nature of today’s game play with 62 percent of American gamers reporting they play with other gamers in person at least one hour a week and 48 percent of parents reporting they play with their children at least once a week. The association released these findings as part of its annual Essential Facts About the Computer and Video Game Industry report.

“Computer and video games are now available to consumers on every screen from smart phones to computers to flat screen televisions. This enables millions of Americans to enjoy the immersive storytelling, incredible graphics, and compelling plot lines,” said Michael D. Gallagher, president and CEO of the ESA, the trade association representing U.S. computer and video game publishers. “These works of art are a fun and engaging way to bring people together, especially families who are playing video games together now more than ever.”

Other findings of the survey include:

—  The average game player is 34 years old and the average game buyer is 40 years old;

—  40 percent of game players are female;

—  48 percent of all games sold are rated ‘E’ for Everyone by the Entertainment Software Rating Board;

—  64 percent of parents believe games are a positive part of their children’s lives;

—  Two thirds of parents (76 percent) believe that the parental controls available in all new video game consoles are useful; and

—  42 percent of Americans play games on wireless devices such as cell phones or PDAs.

The report also found that parents continue to have a high level of involvement in their children’s video game play. Parents who have children under 18 with a gaming console in the home said they are present when games are purchased or rented 93 percent of the time, and children receive their parents’ permission before purchasing or renting a game 86 percent of the time. These parents also report always or sometimes monitoring the games their children play 97 percent of the time.

The research for Essential Facts About the Computer and Video Game Industry 2010 was conducted by Ipsos MediaCT and is the most in-depth and targeted survey of its kind, gathering data from almost 1,200 nationally representative households that have been identified as owning either or both a video game console or a personal computer used to run entertainment software.



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