Report says 76% of kids are asking for video games this holiday | ESA

The Entertainment Software Association (ESA) found that 76% of U.S. kids are asking for video games as gifts for the holiday season.

The survey found that for children ages 10 to 17 video games are at the top of kids’ wishlists.

Trailing behind video game-related gifts are requests for money/gift cards (67%), clothes/accessories (66%) and electronics/tech items, such as phones and smartwatches (62%).

The majority of both girls (67%) and boys (85%) plan to ask for video game gifts this holiday season. These figures track closely with the demographic data shared in ESA’s 2024 Essential Facts About the U.S. Video Game Industry report – 68% of Gen Z girls and 82% of Gen Z boys say they play video games weekly.

The top five specific video game-related requests for children are for video game consoles (47%), game subscription services (43%), console games (41%), video game gear (41%) and in-game currency (38%).

And it appears that America’s kids will be happy when they unwrap their presents – U.S. adults who are planning on purchasing video game gifts this year say they plan to spend $312 on average for themselves or others this holiday season.

“Video games and video game technology have evolved quite a bit since today’s parents were kids themselves, but the fun and joy created by gameplay for families remains the same,” said Stanley Pierre-Louis, president and CEO, Entertainment Software Association, in a statement. “Parents see video games as more than simply a gift. With 83% of U.S. parents who play saying they play video games with their kids, games serve as a powerful tool for families to connect with one another, especially during the holidays.”

As parents look to give their kids the joy of video gameplay this holiday season, it’s important for them to learn about the tools available to them, and the steps the video game industry has taken to foster safe and responsible gameplay. ESA encourages parents and caregivers to ask themselves important questions before they purchase video game gifts for their kids.

It wants them to check if they have looked at the age rating appropriateness, as the Entertainment
Software Rating Board (ESRB) assigns age and content ratings to video games and mobile apps to help parents decide which are appropriate for their kids.

The ESA also said parents and caregivers should have a conversation with my child(ren) about playing online with other people. Video games are a positive and meaningful outlet for billions of players worldwide, the ESA said. Guardians should establish and communicate clear household rules around time limits (time of day and duration of play), types of games allowed and when it’s appropriate to spend money – and then set up parental controls around these rules.

“Start a conversation with your kids about how to play responsibly,” said Alanna Powers, Research and Program Specialist, Family Online Safety Institute (FOSI), in a statement. “You can check out FOSI’s Unlocking Video Games resource and Safer Gaming Guide for tips on how to initiate this conversation. I encourage parents to play games with their children to learn about their interests. When parents give their child a video game related gift for the holidays, they may also be giving the gift of family bonding. Check out our FOSI Holiday Gift Guide: Tech Edition for more tips on digital parenting during the holidays.”

Games increasingly allow interaction with others online. Guardians should decide if family members should be able to interact with other players and, if so, with whom. Parents can activate parental controls to block online communications. In some cases, parents can curate their kids’ friends list to only allow communications with people they know in real life.

If children are allowed to interact with others online, remember to discuss appropriate behavior, including
treating other players kindly and respectfully and have conversations with children about interacting with strangers online. If allowed to talk to strangers, make sure children understand what to do if they encounter another player behaving inappropriately.

Kids can always mute, block and report a player, and if they’re unsure about someone’s actions, they should talk to an adult they trust for advice.

Survey methodology

These are some of the findings of an Ipsos poll conducted between September 25-October 4, 2024, on behalf of the Entertainment Software Association.

For this survey, a sample of 505 adults ages 18-65 and a sample of 501 children ages 10-17 (recruited through their parents) from the continental U.S., Alaska, and Hawaii was interviewed online in English. The survey sample was designed to be nationally representative using quotas for age, gender and region, with targets from the U.S. Census.

Statistical margins of error are not applicable to online non-probability polls. All sample surveys and polls may be subject to other sources of error, including but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 6.2 percentage points for both adults and children surveyed.