12.12.2007 — I'm going to let you in on a little secret. Gamers like great video, but also great audio too.

That's right, they have more multi-channel home audio rigs and HDTVs than most CE manufacturers or game developers realize.

Discussions about game rooms and the video game industry in general are not new. Quite the contrary, as the CEA and the editors of CE Pro have been discussing the importance of the $40 billion video games business, as well as their relation to the professional dealer and installer market, for quite some time.

However, until recently, there has been a lack of understanding of how important multi-channel sound, cable connections and HD video are to the average console player.

Earlier this year, Nielsen Research Group (NRG), in partnership with THX Games Director Mark Tuffy and the THX marketing team, set out to learn more about gamer habits.

Several hundred individuals, divided among Xbox 360, Wii and Playstation 3 owners, participated in the study across 20 top U.S. markets.

The criteria was simple: participants had to be at least 18 years old, own a major game console and play at least one hour per week.

The New Entertainment Hub

Ten years ago, game consoles were relegated to the bedroom. It was kids' stuff.

Today, they are front and center. According to the Nielsen study, 40 percent of all American households now have at least one console, and the majority of these are located in a living or family room.

This indicates that game consoles themselves are becoming an entertainment hub not only for playing games, but also for watching movies and listening to music.

In fact, close to half of those surveyed indicated that they use their game consoles to watch movies.

Beyond Gaming:
- 51% of PS3 users watch movies on their consoles, compared to 47% of Xbox 360 users.
- 36% of console owners say home entertainment options are the reasons for a console purchase.
- 54% of Xbox 360 consoles are located in the living room or den, compared to 55% of Wii and 44% of PS3s.


Source: THX Gaming Study, The Nielsen Company, 2007


Source: THX Gaming Study, The Nielsen Company, 2007