Las Vegas – In a much-reported keynote speech at the Consumer Electronics Show, Activision president and CEO Mike Griffith has said that video games are poised to "eclipse" all other forms of entertainment.

Describing movies, music and TV as entertainment sectors that are either stagnating or contracting, Griffiths quoted stats that 2003 – 2007 saw movie ticket sales and hours of TV consumed drop by 6 percent; music sales drop by 12 percent and DVD sales remain flat.

In contrast, Griffith said the video game industry had increased by 40 percent over the same four-year period. He cited the success of Activision game Guitar Hero, and its impact on sales for the music featured within the game. He also said that a player immersed in a game, such as Quantum of Solace, might spend up to 50 hours engaged with the brand – compared to the movie's running time of 106 minutes.

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