Video games are poised to "eclipse" all other forms of entertainment, according to games studio boss Mike Griffith.
The Activision chief made the bold call during a keynote speech at the Consumer Electronics Show in Las Vegas.
He said video games were prospering as interest in almost every other category of entertainment declines...
40% growth
He quoted US market statistics which showed that between 2003 and 2007 sales of movie tickets fell by 6%; the number of hours of TV watched dropped by 6%, sales of recorded music slumped 12% and purchases of DVDs remained flat.
'Story telling'
The powerful processors in consoles such as the PS3 and Xbox 360 meant that games were getting ever more realistic and immersive, he said.
"Games are no longer pre-set trips through linear mazes," said Mr Griffith. "They are becoming a legitimate story-telling medium that rivals feature films."
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