Interpret: Game Sales Figures Underestimate Audience?

A new report issued by media research and measurement firm Interpret has claimed that video games reach well beyond reported retail sales figures and are an even more significant medium for key demographic groups, particularly young males, than previously thought.

The company's latest "Gameasure" report uses Activision's Call of Duty 3 as an example, which sold 2 million units in the U.S. up to February 3rd, 2007 – according to data from The NPD Group.

However, says the group, those sales figures tell only half the story, with game rentals, used game sales, 'pass-around,' or lending games to friends, and social game play all add significant numbers of players which should be taken into account. By comparison, Gameasure suggests that the actual reach of Call of Duty 3 when all of those secondary figures are quantified is almost 9 million players.

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