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2009
SALES, DEMOGRAPHIC AND USAGE DATA
ESSENTIAL
FACTS
ABOUT THE COMPUTER
AND VIDEO GAME
INDUSTRY
www.theESA.com
© 2009 ENTERTAINMENT SOFTWARE ASSOCIATION

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WHAT’S INSIDE
WHO IS PLAYING
2
Who Plays Computer and Video Games?
4
How Long Have Gamers Been Playing?
5
Parents and Games
6
Parents Play Games
AT PLAY
7
2008 Computer and Video Game Sales by Rating
7
What Were the Top-Selling Game Genres in 2008?
8
What Were the Top-Selling Games of 2008?
9
Who Plays Games Online?
9
How Many Gamers Play Games Online?
9
What is the One Type of Online Game Played Most Often?
9
How Many Americans Play Games on Wireless Devices?
THE BOTTOM LINE
10
Recent Sales Information (2007 and 2008)
11
Historical Sales Information (1996 – 2008)
11
How Many Americans Plan to Buy Games in 2008?
WHO WE ARE
12
About the ESA
12
ESA Members
OTHER RESOURCES
13
ESA Partners
ALL DATA IN THIS DOCUMENT IS FROM THE ESA’S 2009 CONSUMER SURVEY UNLESS OTHERWISE NOTED. The Entertainment Software
Association (ESA) released its 2009 Essential Facts About the Computer and Video Game Industry at the 2009 E3 Expo. The annual
research was conducted by Ipsos MediaCT for the ESA. The study 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.
© 2009 ENTERTAINMENT SOFTWARE ASSOCIATION

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WHO IS PLAYING
WHO IS PLAYING
G A M E R D E M O G R A P H I C S
G A M E R D E M O G R A P H I C S
WHO PLAYS COMPUTER AND VIDEO GAMES?
A new study found that more than half of adults play video games,
about one-fifth play daily or almost every day.”
68%
— Daniel Sieberg, CBS Evening News
of American households
play computer or video games.
The average game player age is:
40%
GENDER
35
60%
of Game Players
60% male
40% female
25%
AGE
WOMEN age 18 or older represent a significantly
of Game Players
greater portion of the game-playing population (34%)
49%
than boys age 17 or younger (18%).
25% under 18 years
49% 18-49 years
26% 50+ years
26%
WHO BUYS COMPUTER AND VIDEO GAMES?
The average age of the most
frequent game purchaser is:
In 2009,
39
25%
of gamers were over the age of 50.
Of game purchasers, 52% are male and 48% are female.
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WHO IS PLAYING
WHO IS PLAYING
G A M E R D E M O G R A P H I C S
P A R E N T S A N D G A M E S
HOW LONG HAVE GAMERS BEEN PLAYING?
PARENTS* AND GAMES
12
92%
is the average number of years adult gamers
of the time parents are present at the
have been playing computer or video games.
time games are purchased or rented.
Among most frequent gamers, adult males average
12 years of game playing, females average 10 years.
63%
of parents believe games are a positive
part of their children’s lives.
62%
Video gaming is pervasive in the lives of American teens—young
of gamers play games with other gamers in person.
teens and older teens, girls and boys, and teens from across the
This is an increase from 59% in 2008 and from 56% in 2007.
socioeconomic spectrum. Opportunities for gaming are
everywhere, and teens are playing video games frequently.”
— Teens, Video Games, and Civics, a report of the Pew Internet
42%
and American Life Project
of homes in America have a video game console.
83%
of the time children receive their parents’
permission before purchasing or
… more and more, winning a video game can mean solving
renting a game.
a logic puzzle, answering trivia questions, running and jumping
in place, or singing on key.”
Parents report always or sometimes monitoring the
— Sharon Male, PARADE Magazine
games their children play 94% of the time.
*Parents with kids under 18 who also own a game console and/or computer used to play games.
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ESA_EssentialFacts_09_Booklet_3:Layout 1 6/17/09 9:59 AM Page 6
WHO IS PLAYING
AT PLAY
P A R E N T S A N D G A M E S
T O P S E L L E R S
DO PARENTS CONTROL WHAT THEIR KIDS PLAY?
Best-Selling VIDEO GAME Super Genres by Units Sold, 2008
77%
Strategy
6.2%
2.2% Other Games/Compilations
20%
Action
of parents believe that the parental controls available in
Sport Games 15.3%
5.3% Adventure
all new video game consoles are useful. Further, parents impose time
0.5% Arcade
usage limits on video games more than any other form of entertainment:
Shooter 10.9%
0.9% Children's Entertainment
79% of parents place time limits on video game playing
19.3% Family Entertainment
Role-Playing
5.4%
72% of parents place time limits on Internet usage
5.1% Fighting
Racing
8.4%
0.5% Flight
71% of parents place time limits on television viewing
Source: The NPD Group / Point-of-Sale Information
63% of parents place time limits on movie viewing
2008 Computer and Video Game Sales by Rating
BY UNITS SOLD
If you feel that the opportunities to connect with your kids
45%
are few and far between, the solution might be to break out a
27%
video game. (Seriously!)”
12%
16%
— Scott Alexander, Family Circle
EVERYONE
EVERYONE 10+
TEEN
MATURE
(E)
(E10+)
(T)
(M)
Best-Selling COMPUTER GAME Super Genres by Units Sold, 2008
PARENTS PLAY GAMES
1.4% Other Games/Compilations

2.7% Action
6.8% Adventure
0.5% Arcade
THE TOP
REASONS PARENTS PLAY
2.5% Children's Entertainment
VIDEO GAMES WITH THEIR CHILDREN:
17.1% Family Entertainment
Strategy 34.6%

<0.1% Fighting
It’s Fun For The Entire Family 82%

1.8% Flight
Because They’re Asked To 81%

1.4% Racing
It’s A Good Opportunity To Socialize With The Child 78%

Sport Games
1.8%
19.6% Role-Playing
It’s A Good Opportunity To Monitor Game Content 63%
Shooter
9.7%
Source: The NPD Group / Point-of-Sale Information
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ESA_EssentialFacts_09_Booklet_3:Layout 1 6/17/09 9:59 AM Page 8
AT PLAY
AT PLAY
T O P S E L L E R S
O N L I N E A N D W I R E L E S S
TOP 20 SELLING VIDEO GAMES OF 2008
WHO PLAYS GAMES ONLINE?
BY UNITS SOLD
RANK
TITLE
PLATFORM
ESRB RATING
1
WII PLAY W/ REMOTE
WII
Everyone
2
MARIO KART
WII
Everyone
57%
43%
3
WII FIT
WII
Everyone
4
SUPER SMASH BROS: BRAWL
WII
Teen
5
GRAND THEFT AUTO IV*
360
Mature
of online game players are male.
of online game players are female.
6
CALL OF DUTY: WORLD AT WAR*
360
Mature
7
GEARS OF WAR 2*
360
Mature
8
GRAND THEFT AUTO IV*
PS3
Mature
9
MADDEN NFL 09*
360
Everyone
10
MARIO KART
NDS
Everyone
23% of most frequent gamers pay to play online games.
11
CALL OF DUTY 4: MODERN WARFARE*
360
Mature
12
NEW SUPER MARIO BROS
NDS
Everyone
This is an increase from 22% in 2008 and a
13
GUITAR HERO III LEGENDS OF ROCK*
WII
Teen
14
GUITAR HERO WORLD TOUR*
WII
Teen
marked increase from 8% in 2004.
15
LINK'S CROSSBOW TRAINING
WII
Teen
16
MARIO PARTY
NDS
Everyone
17
GUITAR HERO ON TOUR*
NDS
Everyone 10+
18
FABLE II*
360
Mature
19
MARIO AND SONIC: OLYMPIC GAMES
NDS
Everyone
WHAT IS THE ONE TYPE OF ONLINE
20
MADDEN NFL 09*
PS3
Everyone
*Includes Collector's, Limited, Gold Editions
GAME PLAYED MOST OFTEN?
Source: The NPD Group / Point-of-Sale Information
Other
9%
TOP 20 SELLING COMPUTER GAMES OF 2008
Persistent
16%
Multi-Player Universe
BY UNITS SOLD
RANK
TITLE
ESRB RATING
Puzzle/Board/Game
44%
1
WORLD OF WARCRAFT: WRATH OF THE LICH KING*
Teen
Show/Trivia/Card
10%
2
SPORE
Everyone 10+
Downloadable Games Such as
Bejeweled and Diner Dash
3
WORLD OF WARCRAFT: BATTLE CHEST
Teen
4
THE SIMS 2 DOUBLE DELUXE
Teen
21%
5
WORLD OF WARCRAFT*
Teen
Action/Sports/
6
WARHAMMER ONLINE: AGE OF RECKONING*
Teen
Strategy/Role-Play
7
AGE OF CONAN: HYBORIAN ADVENTURES*
Mature
8
THE SIMS 2 FREETIME EXPANSION PACK*
Teen
9
WORLD OF WARCRAFT: BURNING CRUSADE*
Teen
10
THE SIMS 2 APARTMENT LIFE*
Teen
11
CALL OF DUTY 4: MODERN WARFARE*
Mature
HOW MANY AMERICANS PLAY
12
FALLOUT 3*
Mature
13
CIVILIZATION IV*
Everyone 10+
GAMES ON WIRELESS DEVICES?
14
SPORE CREATURE CREATOR
Everyone
15
CALL OF DUTY: WORLD AT WAR*
Mature
16
SINS OF A SOLAR EMPIRE*
Teen
17
SIM CITY 4
Everyone
18
WARCRAFT III BATTLE CHEST
Teen
37%
19
THE SIMS 2 KITCHEN & BATH INTERIOR DESIGN STUFF
Teen
20
CRYSIS*
Mature
*Includes Collector's, Limited, Gold Editions
of heads of households report they play games on
Source: The NPD Group / Point-of-Sale Information
wireless devices such as a cell phone or PDA, up from 20% in 2002.
[ 8 ]
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ESA_EssentialFacts_09_Booklet_3:Layout 1 6/17/09 9:59 AM Page 10
WHAT’S THE BOTTOM LINE?
WHAT’S THE BOTTOM LINE?
R E C E N T S A L E S I N F O R M A T I O N
H I S T O R I C A L S A L E S I N F O R M A T I O N
U.S. Computer and Video Game DOLLAR Sales Growth
U.S. Computer and Video Game DOLLAR Sales: 2007 and 2008
DOLLARS IN BILLIONS
DOLLARS IN BILLIONS
11.7
11.7
9.5
.70
6.9
7.0
7.3
7.0
7.4
11
11
5.6
6.1
9.5
4.8
5.5
.82
3.7
2.6
8.7
8.7
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Source: The NPD Group, Inc/Retail Tracking Service
The video game sector is no longer an interesting little industry—
.82
.70
it’s serious money.”
2007
2008
2007
2008
2007
2008
VIDEO GAME SALES
COMPUTER GAME SALES
COMBINED COMPUTER AND
— Jack Kyser, chief economist at the Los Angeles County Economic
VIDEO GAME DOLLAR SALES
Development Corporation
Source: The NPD Group, Inc/Retail Tracking Service
U.S. Computer and Video Game UNIT Sales Growth
UNITS IN MILLIONS
U.S. Computer and Video Game UNIT Sales: 2007 and 2008
UNITS IN MILLIONS
298.2
267.8
298.2
240.9 249.5 229.5 241.6
210.3 225.8
267.8
29.2
184.5 196.3
152.4
269.1
35
269.1
108.0
73.8
232.8
232.8
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Source: The NPD Group, Inc/Retail Tracking Service
How Many Americans Expect to Buy Games?
35
29.2
2007
2008
2007
2008
2007
2008
VIDEO GAME UNITS
COMPUTER GAME UNITS
COMBINED COMPUTER AND
43%
VIDEO GAME UNIT SALES
Source: The NPD Group, Inc/Retail Tracking Service
of Americans have purchased or plan
to purchase one or more games in 2009.
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ESA_EssentialFacts_09_Booklet_3:Layout 1 6/17/09 9:59 AM Page 12
WHO WE ARE
OTHER RESOURCES
E S A P A R T N E R S
For more information on the ESA and its programs,
ABOUT THE ENTERTAINMENT SOFTWARE ASSOCIATION
please visit www.theESA.com
The ESA is the U.S. association dedicated to serving the business and public affairs needs of companies
publishing interactive games for video game consoles, handheld devices, personal computers, and the
ENTERTAINMENT SOFTWARE RATING BOARD (ESRB) | WWW.ESRB.ORG
Internet. The ESA offers services to interactive entertainment software publishers including a global anti-
The ESRB is a non-profit, self-regulatory body established in 1994 by the Entertainment Software Association
piracy program, owning the E3 EXPO, business and consumer research, federal and
(ESA). ESRB independently assigns computer and video game content ratings, enforces advertising
state government relations, First Amendment and intellectual property protection efforts.
guidelines, and helps ensure responsible online privacy practices for the interactive entertainment
software industry.
For more information about the ESA and its programs, please visit www.theESA.com.
ACADEMY OF INTERACTIVE ARTS AND SCIENCES | WWW.INTERACTIVE.ORG
The Academy of Interactive Arts & Sciences® (AIAS) was founded in 1996 as a not-for-profit organization
ESA MEMBERS
dedicated to the advancement and recognition of the interactive arts. The Academy’s mission is to promote
as of May, 2009
and advance common interests in the worldwide interactive entertainment community; recognize outstanding
achievements in the interactive arts and sciences; and conduct an annual awards show (Interactive
505 GAMES
www.505games.com
Achievement Awards) to enhance awareness of the interactive art form. The Academy also strives to provide a
ATARI, INC.
www.atari.com
voice for individuals in the interactive entertainment community. In 2002 the Academy created the D.I.C.E.
CAPCOM USA, INC.
www.capcom.com
(Design, Innovate, Communicate, Entertain) Summit, a once yearly conference dedicated to exploring
CRAVE ENTERTAINMENT
www.cravegames.com
approaches to the creative process and artistic expression as they uniquely apply to the development of
DISNEY INTERACTIVE STUDIOS, INC.
www.disney.go.com/disneyinteractivestudios/
interactive entertainment. The Academy has over 10,000 members, with the board comprised of senior
EIDOS INTERACTIVE
www.eidosinteractive.com
executives from the major videogame companies including Bioware/Pandemic, Electronic Arts, Microsoft,
ELECTRONIC ARTS
www.ea.com
Nintendo, Sony and Ubisoft.
EPIC GAMES, INC.
www.epicgames.com
HER INTERACTIVE, INC.
www.herinteractive.com
INTERNATIONAL GAME DEVELOPERS ASSOCIATION (IGDA) | WWW.IGDA.ORG
KOEI CORPORATION
www.koei.com
The International Game Developers Association is the largest non-profit membership organization serving
KONAMI DIGITAL ENTERTAINMENT
www.konami.com
individuals that create video games. The IGDA is committed to advancing the careers and enhancing the lives
MICROSOFT CORPORATION
www.microsoft.com
of game developers by connecting members with their peers, promoting professional development, and
MTV GAMES
www.mtv.com/games/video_games
advocating on issues that affect the developer community.
NAMCO BANDAI GAMES AMERICA, INC.
www.namco.com
NATSUME, INC.
www.natsume.com
THE NPD GROUP, INC. | WWW.NPD.COM
NINTENDO OF AMERICA INC.
www.nintendo.com
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a
PLAYLOGIC ENTERTAINMENT, INC.
www.playlogicgames.com
wide range of industries. Today, more than 1,600 manufacturers, retailers, and service companies rely on
SEGA OF AMERICA, INC.
www.sega.com
NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps
SONY COMPUTER ENTERTAINMENT AMERICA
www.us.playstation.com
our clients to identify new business opportunities and guide product development, marketing, sales,
SONY ONLINE ENTERTAINMENT, INC.
www.station.sony.com/en/
merchandising, and other functions.
SOUTHPEAK INTERACTIVE CORPORATION
www.southpeakgames.com
SQUARE ENIX, INC.
www.square-enix.com
VIDEO GAME VOTERS NETWORK | WWW.VIDEOGAMEVOTERS.ORG
TAKE-TWO INTERACTIVE SOFTWARE, INC.
www.take2games.com
The Video Game Voters Network, a project of the Entertainment Software Association, is a means by which
THQ, INC.
www.thq.com
American adults who play computer and video games can organize and take action on important policy
TRION WORLD NETWORK, INC.
www.trionworld.com
issues affecting the computer and video game industry.
UBISOFT ENTERTAINMENT
www.ubi.com
WARNER BROS. INTERACTIVE ENTERTAINMENT INC.
www.wbie.com
XSEED GAMES
www.xseedgames.com
12
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