ESA: 42 Percent Thinking Games For Holidays

The key holiday season is far from a sure bet for the game industry this year, but a new Entertainment Software Association survey finds that 42 percent of American adults plan to give -- or hope to get -- a video game for the holidays. 52 percent of those the ESA surveyed said games are a "good option for family entertainment" this season, says the trade body representing game developers, citing high entertainment value per dollar versus other gift choices. "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," says ESA president and CEO Michael Gallagher. The weak economy has dogged the game industry's sales numbers all year, and analysts are unsure whether the industry can post year-over-year growth in 2009. But according to the ESA's poll, the number of adults with video games on the holiday gift list has actually increased nine points from 2007, the highest percentage since 2004. 47 percent of the respondents plan to buy a game for a female recipient -- 31 percent more than planned to do so in 2007, according to the results, which surveyed 1,001 American adults between November 4 and November 8, 2009.