Activision-Blizzard's Mike Griffith has declared during CES that videogames are set to take over the world for entertainment in the next decade.
He says games are now "a legitimate story-telling medium" that give feature length films a run for their money. Gamers are "active and part" of the experience, moviegoers aren't.
"Movies, recorded music and TV - these are all stagnating or contracting entertainment sectors," Griffith explained. "Video games are poised to eclipse all other forms of entertainment in the decade ahead."
"Games are no longer pre-set trips through linear mazes," he continued. "They are becoming a legitimate story-telling medium that rivals feature films."
He cited US market data that showed from 2003 to '07, cinema ticket sales and watch hours for TV both fell by 6% with music CD sales down 12%. This is in contrast to the huge 40% growth of the videogames industry, he boasted.
"The moviegoer is passive whereas the gamer is active and part of the game itself."
Music is particularly feeling the pinch as games like Guitar Hero let fans be a part of the tracks and not just listen to them. Users have also created and shared over 141,000 tracks of their own music through GH: World Tour.
"The one thing that is for sure is entertainment is changed forever with gaming." Sing it preacher! Testify!