PRESIDENTIAL CANDIDATES USE VIDEO GAMES TO SEEK VOTES

Of the many notable firsts produced by the 2008 presidential election, one involves the video game industry: for the first time in a presidential election, candidates used the entertainment medium of video games to engage voters and court their support.

Sen. Barack Obama's campaign is the first to purchase advertising space within a video game and Sen. John McCain's campaign launched a game to draw distinctions between his economic policies and Sen. Obama's.

Eighteen video games, including Madden 09 and Burnout Paradise, now feature Obama ads reminding players about early voting dates and encouraging them to visit a campaign website facilitating voter registration. 

The Video Game Voters Network, which is a a grassroots political network for gamers, took the development as an encouraging sign.  "Sen. Obama's advertising leaves no doubts about the political significance of gamers," the Web site read.

For his part, Senator McCain in June launched a video game, entitled "Pork Invaders," for the social network, Facebook.  The game, which features flying pigs shooting projectiles, touts McCain's plan to "exercise the veto pen to restore fiscal responsibility to our federal government."  Players earn "tax dollars" to advance to the next level each time they kill a pig with a "veto."  Between levels, the game compares the records of Senator McCain and Senator Obama on issues such as appropriations earmarks.

"The effort that both campaigns made regarding games and the people who play them is noteworthy," said ESA Senior VP of Communications and Research Rich Taylor. "It's another milestone for the industry and clearly demonstrates the growing significance of the industry as a business, an advertising medium and a way to communicate with a growing segment of the population."

ESA ANNOUNCES EXPANDED E³ EXPO FOR 2009

The Entertainment Software Association announced last month that the 2009 Electronic Entertainment Expo (E³) will take place at the Los Angeles Convention Center from June 2-4, 2009.  The annual event, which allows participants and attendees to preview the latest in interactive entertainment and technology, will expand next year to accommodate a larger, more diverse audience.

In 2009, E³ will welcome ESA members and non-members alike.  All qualified computer and video game industry audiences, from developers and retailers to international and U.S.-based media, analysts and business partners, are invited to attend.  Moreover, companies involved in console, PC, online and mobile game publishing and developing; makers of video game hardware and peripherals; and qualified business partners may exhibit at the event.

After conducting both qualitative and quantitative research, ESA officials stated changes were necessary to better meet the needs of both exhibitors and attendees — these changes include increased booth sizes, increased qualified audiences, and an intensified focus on reinforcing the high-octane growth, innovation, and captivating entertainment that are driving the computer and video game industry. ESA also said IDG World Expo, whose principals have operated E³ since its inception in 1995, will produce the event with the ESA.

Additional details, such as registration, hotel and travel accommodations, and media credentialing, will be available at www.e3expo.com shortly.

ESA BACKS CONGRESS, PRESIDENT ON NEW PIRACY BILL

Last month, President George W. Bush signed into law a new bill that will enhance the ability of U.S. law enforcement agencies to address domestic intellectual property crimes.  The legislation, which is entitled the "Resources and Organization for Intellectual Property Act of 2008," also enables law enforcement to coordinate effectively with other agencies to prosecute international intellectual property violations.

The Entertainment Software Association was active in support of the bill and welcomed its passage.  "Intellectual property is the backbone of the U.S. technology economy," said association President and CEO Michael Gallagher. The ESA applauds Congress and the Bush Administration for taking critical steps that support job growth and investment in the video game industry."

The U.S. Chamber of Commerce values U.S. intellectual property at more than $5 trillion, and estimates the American resources accounts for more than half of all U.S. exports.

The Act, which passed unanimously in the U.S. Senate and received bipartisan support in the House of Representatives, creates the presidentially-appointed position of intellectual property enforcement coordinator (IPEC).  The IPEC will head a committee that comprises representatives from more than six federal offices, including the U.S. Trade Representative, the Patent and Trademark Office, and the Department of Homeland Security.

The newly consolidated effort also directs the U.S. Attorney General to develop and implement a long-range plan targeting international crime syndicates.  The Federal Bureau of Investigation and Department of Justice, meanwhile, will receive additional funding to bolster programs that target computer crime and hacking.  Finally, the law will increase penalties for intellectual property infringement.

A variety of organizations joined the ESA in praising the Act, including the U.S. Chamber of Commerce, the AFL-CIO, the Recording Industry Association of America, and NBC Universal.  Each group voiced concern that continued intellectual property violations will only hamper the U.S. economy.

ESA FOUNDATION RAISES $750,000 AT ANNUAL CHARITY GALA

On October 22, the ESA Foundation hosted its annual Nite to Unite Gala, an annual fundraiser that raises money for children's charities across the United States.  This year, the black-tie dinner and auction generated $750,000, bringing its total to more than $10 million since its inception in 1998.

The sold-out event at the Westin St. Francis Hotel in San Francisco honored Shigeru Miyamoto, the Nintendo Co. executive who pioneered the development of both the Mario^TM series of games and the Wii console.  In recognition of his work, Miyamoto received the 2009 ESA Champion Award, joining the likes of LucasArts' George Lucas, GameStop's Dan DeMatteo, and Sony Computer Entertainment's Ken Kutaragi.

This year's Nite to Unite co-chairs were Brian Farrell, president & CEO, THQ Inc., Graham Hopper, executive vice president/GM, Disney Interactive Studios and John Riccitiello, CEO, Electronic Arts.

"The video game industry's commitment to giving back is stronger than ever," said ESA president and CEO Michael Gallagher. "For ten years now, Nite to Unite has been the premiere industry event dedicated to children's causes and honoring its creative visionaries. I'm honored that so many distinguished individuals and organizations attended."

The ESA Foundation, created by the U.S. entertainment software industry, provides opportunities, such as academic scholarships, that can make a difference in the lives of America's youth.  The Foundation is fully supported by proceeds from Nite to Unite and its limited-edition charity game pack's sales.  For more information, please visit www.theESA.com/foundation.

In the News

• 10/30/2008 — Even video games can be educational — Las Vegas Sun
• 10/29/2008 — Game Makers Push 'Family' Fare — Wall Street Journal
• 10/27/2008 — Video game makers lobby for attention — Austin American-Statesman
• 10/27/2008 — New Insight Into Gamers Reach — WRAL-TV
• 10/27/2008 — Video Games Help Elderly Drivers — ABC News
• 10/24/2008 — The Changing Face of Videogamers — Mediacaster Magazine
• 10/24/2008 — E³ Expo Powers Up — New York Times
• 10/23/2008 — Game CEOs like the new E³ format — San Francisco Chronicle
• 10/21/2008 — Video game journalism is still evolving — Deseret News
• 10/20/2008 — Majoring in video games — Los Angeles Times
• 10/19/2008 — A brief history of video games — Los Angeles Times
• 10/19/2008 — The work of play — Los Angeles Times
• 10/19/2008 — ‘Wiihab' helps physical therapy patients put fun into recovery — The Atlanta Journal-Constitution
• 10/19/2008 — Game to take on domestic violence — The Christian Science Monitor
• 10/17/2008 — G.I. Joes take on Packers pros, 'Madden' style — Green Bay Press Gazette
• 10/16/2008 — Game On! — Backstage.com
• 10/16/2008 — Video game makes Valley managers better bosses — KNXV-TV ABC 15 (AZ)
• 10/16/2008 — What Videogames Teach Us About Security — Forbes.com
• 10/14/2008 — Obama Reaches Out To Gamers — The Washington Post
• 10/14/2008 — Video Games Feature Ads for Obama's Campaign — The Associated Press
• 10/13/2008 — New Video Games Rock 'Em, Sock 'Em — Investor's Business Daily
• 10/13/2008 — Report: Women Make Up 40% Of U.S. Video Game Users — The Tampa Tribune
• 10/12/2008 — Growth Spurt — The Telegraph Herald
• 10/12/2008 — The Next Page: The triumph of the gamer — Pittsburgh Post-Gazette
• 10/12/2008 — Taking their gaming to college level — The Allentown Morning Call
• 10/8/2008 — Video Game Helps Math Students Vanquish an Archfiend: Algebra — New York Times
• 10/6/2008 — Game designers focus on girls — San Francisco Chronicle
• 10/6/2008 — New video game may help save lives — KGO-TV ABC 7 (CA)
• 10/6/2008 — Using Video Games as Bait to Hook Readers — New York Times
• 10/5/2008 — Death of Detained Immigrant Inspires Online Game With Goal of Educating Players — New York Times
• 10/4/2008 — Orange County students create environmental video game — The Orange County Register
• 10/2/2008 — For some NASCAR drivers, video games are a learning tool — The Kansas City Star
• 10/1/2008 — Drivers may get insurance breaks for playing computer games — The Associated Press

Latest News Releases

• 11/4/2008 — ESA Foundation's 'Nite to Unite' Raises $750,000 for Children's Charities
• 10/22/2008 — Entertainment Software Association Announces 2009 E³ Expo
• 10/14/2008 — New Law Bolsters Law Enforcement's Ability to Address International and Online Piracy
• 10/3/2008 — ESA Foundation Awards Scholarships to 15 Future Game Developers

Quote of the Month

The video game sector is "no longer an interesting little industry -- it's serious money."

— Jack Kyser, chief economist at the Los Angeles County Economic Development Corporation

Statistic of the Month

Seventy-five percent of respondents in a new Sony Online Entertainment survey attributed educational value and improved hand/eye coordination to video game usage.  Family Circle will publish the survey results in this month's magazine.

 Did You KNOW??

This past summer, Iraq War veteran Addie Zinone founded the non-profit program "Pro vs. Joe," which arranges video game competitions via webcam between professional athletes and soldiers and Marines serving overseas.  Last month, Green Bay, Wis., native and Marine Cpl. Timothy Headricks faced off against Green Bay Packers offensive tackle Mark Tauscher in a game of Madden 09.

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For general inquiries, please email esa@theesa.com.

For members of the media only, please contact Dan Hewitt.