Professor Carsten Maple and Mark HooperThe Games Industry: Casual and Serious Reasons for Continued GrowthComputer games have had continuing success due to their relationship with other cultural forms; traditional games, animated film and cinema have all paved the way for a whole swathe of genres to be recreated in this relatively new medium. However it is their interactivity and ability to immerse the player within the media which is the reason for their level of engagement and success.1 This success has seen phenomenal growth over the last decade with sales in software and peripherals reaching $22 billion in 2008 of which software totalled $11.7 billion. Considering that in 1997 the industry totalled $5.1 billion this growth sets a new record and is somewhat unprecedented with sales expected to reach $68.3 billion by 2012.2
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