July 11^th, 2002 (12:00am) - The stereotype of video games as a children’s-only pursuit is as outdated as a classic Pong console. Sure, teens still play them, but the first wave of gamers that grew up playing video games in the 1970s and 80s has now reached adulthood - and many of these avid gamers have children of their own. As a result, millions of people today are playing, buying and even learning to create new games and other interactive entertainment products.

According to The Art Institute of California - San Francisco, which recently launched a new program in game design, following are some of the reasons why the field is no longer just child’s play:

* GAME PLAYERS ARE GROWING UP. The average age of a game player is 28 years old, reports the Interactive Digital Software Association (IDSA), and 90 percent of all games are purchased by adults over the age of 18.

* GAME SALES MAKE FOR SERIOUS BUSINESS. The video game industry is on track for a record year in 2002, with global sales projected to increase by 12 percent to $31 billion, according to a recent report by Informa Media Group. In the United States, the launch of three new gaming systems fueled sales to shoot up nearly 43 percent to $9.4 billion in 2001, reports market researcher NPD. Many game-related hardware and software companies are publicly traded, which means Wall Street has a keen eye on games played in homes along Main Street.

* GIRLS GOT GAME. According to the IDSA, approximately 40 percent of game players are women. Although they tend to play more creative games, such as role-playing and lifestyle titles, women also play their fair share of shoot-’em-ups and other styles. As games continue to further move into the mainstream, game developers will look for additional ways to court women gamers and niche audiences in order to attract new players.

* GAME CLASSES IN SESSION AT COLLEGES. Schools around the country have started offering game-related courses for credit. For example, students in the Game Art & Design bachelor’s degree program at The Art Institute of California - San Francisco are learning to create art, characters and 3D environments used in games. New game-related programs will help meet industry demand for trained artists who can work in computer graphics, 3D animation and other aspects of interactive entertainment.

"We’re seeing more complex and visually dynamic games due, in part, to the increased power of game consoles and computers," said Mary Clarke-Miller, academic director for new media programs at The Art Institute of California - San Francisco. "This technology combined with a broader base of players means that games aren’t just kid’s play anymore - they’re a popular pursuit for millions worldwide."