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Computer and Video Games Top Holiday Shopping and Wish Lists


New Poll Shows 42 Percent Plan to Give or Hope to Receive a Game This Year

WASHINGTON, DC – Forty-two percent of American adults plan to give or hope to receive a computer or video game this holiday season, according to a new report released today by the Entertainment Software Association (ESA). The poll, conducted by KRC Research, also found that 52 percent of respondents believe that with the current economy, video games are a good option for family entertainment this holiday season.

“Computer and video games are topping holiday lists because they provide a superior entertainment value for the whole family,” said Michael D. Gallagher, president and CEO of the ESA, the trade association representing U.S. computer and video game publishers. "With 68 percent of American households playing computer and video games, U.S. consumers value the creative and innovative products the entertainment software industry produces and are seeking them out for themselves and to give as gifts.”

The number of adults who plan to give or hope to receive at least one computer or video game this holiday season increased nine percentage points from 2007, representing the highest number since 2004. Additionally, the research showed yet again that both men and women enjoy computer and video games. Forty-seven percent of respondents identified women as an intended gift recipient, a 31 percent increase from 2007.

Holiday shoppers continue to choose computer and video games because they provide the gift of family entertainment at a great value. The survey showed that 54 percent of those who play computer and video games plan to play with a friend or family member during the holiday season. For about the cost for a family of four to go to a movie, a gift giver can find the perfect game that will amuse children and adults during the holidays and beyond. By using the tools provided by the Entertainment Software Rating Board (ESRB) shoppers can choose games that are appropriate for their families.

The national telephone poll, conducted for the ESA by KRC Research, surveyed 1,001 U.S. adults, between November 4 and 8, 2009.

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 Internet. The ESA offers services to interactive entertainment software publishers including a global anti-piracy program, owning the E3 Expo, business and consumer research, federal and state government relations, First Amendment and intellectual property protection efforts. For more information, please visit


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