The game console wars are gearing up for the bloodiest Christmas shopping season ever, and this year women and children will not be spared. Australian retailers are reporting that gaming is finally in the hands of the mass market after successfully bridging the gap between geeks, girls and grownups for the very first time.
"The market has expanded and opened up to people who have never embraced gaming. It now appeals to a mass market that includes children, parents and grandparents," says Brad Harker, director of stores at EB Games.
The crowded gaming field is currently dominated by Sony, Microsoft and Nintendo, all of which are rushing to create family friendly titles for handheld and console hardware. However it is Nintendo that has taken most plaudits for opening gaming to the masses with the revolutionary technology at the heart of its Wii gaming console.