The video game playing audience has historically skewed to young males but the demographics are gradually changing. The Entertainment Software Association reports that the average age of gamers is increasing and more women are picking up the controllers. Here are a few demographic details:

  • The average gamer is 35 years old.
  • 40% of consumers will buy at least one video game in 2008.
  • 1/3 of gamers are women over age 18.
  • Nearly 20% of gamers are boys under age 17.

Keep in mind that nearly 2/3’s of households play video games but kids are not typically buying this form of entertainment on their own. In over 90% of cases, parents are involved in the purchase and/or rental.

Review these details with your clients as you develop marketing plans for new video games.

Source: Entertainment Software Association release, 7.16.2008