Kids Want Video Games for the Holidays: USA

Key insights

7 takeaways

01
Three in five children (ages 5-17) are requesting video games for the holiday season, and the same proportion want to play video games more with their parents.
02
Parents planning to buy video game gifts this year intend to spend an average of $736.83.
03
More than half of the 82% of U.S. parents who play video games with their children view games as a powerful tool for family connection.
04
The top five video game-related requests from children are in-game currency (43%), video game consoles (39%), video game accessories (37%), physical games (37%), and video game subscriptions (32%).
05
Over three-quarters of parents regularly use ESRB ratings, and 89% of games rated in 2024 received ratings of E, E10+, or T, indicating content appropriate for children.
06
Four in five parents of children aged 5-9 utilize parental controls on gaming devices, and 92% require approval for in-game purchases.
07
The Entertainment Software Association (ESA) highlights that over 205 million Americans play games weekly, emphasizing video games as a way to connect with others.

Summary

Video games remain a primary focus for children during the holiday season, with three in five kids aged 5–17 requesting them as gifts. Beyond the hardware and software itself, there is a strong desire for shared experiences, as three in five children express a wish to play more frequently with their parents. Among parents planning to purchase gaming-related gifts, the average intended expenditure is $736.83. The most sought-after items include in-game currency, consoles, accessories, physical games, and subscription services.

This analysis is based on a 2025 online survey conducted by YouGov and the Entertainment Software Association, which sampled 1,912 U.S. residents aged 5–65. The data, weighted to ensure national representation, highlights that gaming serves as a significant tool for family connection, with 82% of U.S. parents already participating in gameplay with their children.

To ensure a safe environment, the industry emphasizes the use of parental controls and age-appropriate content guidelines. Research indicates that more than three in four parents regularly utilize Entertainment Software Rating Board (ESRB) ratings to inform their purchasing decisions. Furthermore, the vast majority of parents of children aged 5–9 employ parental controls to manage screen time, restrict spending, and filter content. The industry advocates for proactive communication between parents and children regarding online interactions, encouraging the use of built-in safety features such as muting, blocking, and reporting tools to maintain a positive and respectful gaming community.