Hippopotamus? Not likely. Two front teeth? Try again. This year, three in five American children (about 58%) want video games for Christmas in 2025. That’s according to a new study from the Entertainment Software Association (ESA) and market research company YouGov. Although 43% of young gamers are asking for in-game currency, they’re not hoping to hoard the Robux for themselves — they want their parents to play with them, too. Hoping for some shopping hints this year? Take a look:
Kids’ Responses
It’s been a big year for gaming, and young players know it. Video games are among the top three items on young Americans’ wish lists, just behind money/gift cards (69%) and clothing/accessories (63%). While your kids will certainly be excited to see that Steam gift card poking out of their stocking, they’d like you to be their Player 2.
Nearly 60% of young respondents (58%) say they want their parents to play games with them. This wish does taper off with age, but stays surprisingly high across the board. About 73% of kids aged 5 to 7 want their parent or guardian to pick up a controller, while 66% of those aged 8 to 9 feel the same. Around 62% of gamers aged 10 to 12 want their parent(s) to participate. And yes, teens aged 13 to 17 still want to hang out with their folks, too (45%).
Of all age cohorts, Generation Alpha — kids aged 5 to 12 — is most interested in getting games for Christmas (62%).
Boys were also more interested in video games overall. Games are boys’ most-requested gift, with more than three-quarters of male respondents aged 5 to 17 (76%) putting them at the top of their holiday wish list. Nearly two in five girls aged 5 to 17 (39%) wish for video games this season.
The leading game-related gift requests are: in-game currency for a game they currently play (43%), a new video game console (39%), a new physical game (37%), video game accessories (37%), or a video game subscription (32%). Video game subscriptions — PlayStation Plus, Xbox Game Pass, and Nintendo Switch Online — offer players access to expansive digital libraries, including new releases and old classics. Over the last 12 months, prices for such services have skyrocketed as parent companies prioritize game downloads over physical versions.
Adults’ Responses
The ESA surveyed parents, too. More than 1,100 adults aged 18 to 65 contributed to the study; 539 of whom are parents to at least one child aged 5 to 17. All in all, about one-third of American adults plan to purchase video games or related items this holiday season.
Around 35% of adults planning to buy gaming-related gadgets and gizmos this year plan to gift them to their children, while 28% will gift them to a spouse or partner.
The ESA and YouGov study says the average adult will invest $500 in game-related gifts in 2025. Around one in four plan to spend under $100. Parents will invest an average of $737 on gaming-related items for their kids, while about half say they’ll spend less than $300.
About the Study
“Video games are one of the most popular forms of entertainment in the world today, with more than 205 million Americans powering up games every week to have fun, relax and connect with friends and family,” said ESA President and CEO Stan Pierre-Louis. “Our research this year shows that kids not only want games, they also want quality time with their families. In a world where people feel increasingly disconnected, playing video games remains one of the easiest – and most fun – ways to stay close to the people we love.”
YouGov and the ESA administered these questions via a 5-minute online survey. Participants — 1,912 American respondents aged 5 to 65 — were polled from Sept. 26 to Sept. 30, 2025, and were recruited from YouGov’s proprietary online panel. For the study, respondents aged 5 to 17 completed the survey under a parent or guardian’s supervision.
About the ESA
Like everything we read online — especially in the AI age — it’s important to approach studies like this with an open mind and keen eye. The Entertainment Software Association is a subsidiary of the Entertainment Software Rating Board (ESRB), the self-regulatory group responsible for assigning content ratings to video games. If you’ve got a physical copy of a game nearby, look at the rating designation in the corner. Yes, that ESRB. The company has come under fire in the past for its extensive role in the gaming industry, with many opponents citing conflicts of interest.
Speaking of physical copies, the ESA has also faced flak for its anti-games preservation track record. In October 2024, the group fought hard to ensure public libraries, media archives, and museums could not lend digital copies of games. Media experts and organizations, including the nonprofit Video Game History Foundation (VGHF), voiced concerns following the U.S. Copyright Office’s decision not to grant a games preservation exemption. The VGHF shared a somber statement on its website:
“Unfortunately, lobbying efforts by rightsholder groups continue to hold back progress. During our hearing with the Copyright Office, the Entertainment Software Association (ESA) declared that they would never support remote game access for research purposes under any conditions. The game industry’s absolutist position—which the ESA’s own members have declined to go on the record to support—forces researchers to explore extra-legal methods to access the vast majority of out-of-print video games that are otherwise unavailable.”
The ESA also issued a statement following the ruling:
“We recognize the importance of preserving video games and protecting game hardware given their significance in culture and society. With today’s decision, the U.S. Copyright Office confirms that the current level of video game preservation is appropriate and recognizes that video games present unique copyright concerns that should always be taken into consideration. We thank the Library of Congress and the Copyright Office for supporting existing copyright protection, which is critical to increasing access to and inspiring new video game experiences for players, while also protecting artists and their creative works.”
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