ABSTRACT
In the last decade, the video game industry has experienced a tremendous amount of growth. In 2000, sales of computer and video game items in the United States were estimated by the Entertainment Software Association (ESA) at US$5.5 billion (ESA, 2011). Just ten years later that figure has increased to US$15.9 billion, with the total industry estimated to be valued at over US$25 billion (ESA, 2011). The number of households playing video games and the demographic reach of the industry also remains strong. According to the ESA, 72 percent of American households play computer or video games. The average game player is 37 years old, while 18 percent of gamers are under the age of 18, 53 percent between 18 and 49, and 29 percent are above the age of 50.
