Nearly three in five kids are asking for video-game gifts this holiday season, according to new research from the Entertainment Software Association (ESA). However, what’s most interesting is that just as many would prefer to play more games actually with their parents.
The ESA’s 2025 Holiday Survey, released today, shows that video games remain one of the most sought-after gifts for children ages 5–17, ranking just behind money, gift cards, and clothing.
The data also points to a growing desire for co-play, especially among younger children. Seventy-three percent of kids ages 5–7 want their parents to join them in games, along with 66 percent of kids 8–9 and 62 percent of those 10–12. The ESA says the findings reflect a trend it continues to see across American households: games are not only the dominant form of entertainment for kids, but one of the simplest ways families stay connected.
In terms of what’s working in the market, games that offer flexibility in appeal are finding high margins of success. Games like Game of the Year-winner Astro Bot may be single player, but they offer lots of replay value and “controller-passing” appeal for families to take turns together. Many of Nintendo’s most popular games offer full cooperative modes or limited multiplayer options, and in the indie gaming scene, local split-screen multiplayer is making a comeback in recent years.
According to the ESA, Gen Alpha is the demographic most likely to ask for gaming gifts, with 62 percent requesting something game-related this year. Boys remain the most enthusiastic segment (76 percent of those surveyed plan to ask for games), but more than a third of girls (39 percent) are also putting games on their lists. The top specific requests include in-game currency such as Robux for Roblox or other related gift cards (43 percent), entire game consoles (39 percent), physical games themselves (37 percent), accessories (37 percent), and game subscriptions (32 percent).
Parents are budgeting accordingly: those planning to buy video-game gifts this season expect to spend an average of $736.83, according to the survey. The ESA says that as gaming continues its momentum as America’s most popular entertainment medium, families are increasingly looking for ways to manage play time responsibly.
To help caregivers make informed decisions, the ESA is emphasizing three key practices this season: checking ESRB age and content ratings, setting up parental controls, and having open conversations about online play.
The organization highlights that 89 percent of all games rated in 2024 fell into family-friendly categories (E for Everyone, E10+, and T for Teen), and that most parents already use rating information when making purchase decisions. Parental controls, which are available on virtually every game device and in most games themselves, can limit spending, filter game libraries by age rating, set time limits, and restrict communication with other players.
The ESA also urges families to establish expectations for online interaction. While multiplayer games can be a positive way to stay in touch with friends, kids should know how to mute, block, and report inappropriate behavior, and always avoid moving conversations to outside platforms.
For more details and useful information for parents and gamers alike, visit the official ESA website.