A new survey of 2,200 active gamers ages 13 and older who play videogames at least one hour a week by Nielsen Interactive Entertainment has resulted in the 2006 Active Gamer Benchmark Study. According to this new online study, there are currently 117 million active gamers in America. The majority of these active gamers are teenagers (48 million or 40 percent), but a growing number of gamers (15 million or 13 percent) are 45 or older. While the console world is dominated by men (70 percent), women make up the majority of online gamers (64 percent) thanks in large part to casual gamers. These casual games also are the reason that most active gamers (64 percent) use the PC as their primary gaming platform. (You can read much more about the report here.)

Emily Della Maggiora, Senior Vice President of Nielsen Interactive Entertainment, took some time to talk with GameDaily BIZ about the new report in this exclusive interview.

GameDaily BIZ: I was wondering where you got the 117 million gamers number, as the Entertainment Software Association in the past has used the statistic that there are 168 million gamers and that half of all Americans play videogames.

Emily Della Maggiora: What separates this report from more general stats, like the ESA, is that this study is rooted in current gaming activity. To qualify as an "active gamer," you must own a current generation system and game for an hour or more in the past week. So, while the ESA numbers may be perfectly accurate, they reflect overall ownership and do not reflect active gameplay.

BIZ: Can you talk about what impact next generation consoles have had on gamers since Xbox 360 launched?

EDM: There is no question that one of the main strengths of the Xbox 360 is the ability to connect online through the Xbox Live service. Beginning with the Xbox, Microsoft has taken a consumer friendly approach with their Xbox Live service, with a much dedicated refocus of the service when the Xbox 360 was launched. Xbox Live delivers an experience where gamers are able to virtually connect with each other next door or around the world to maximize the multiplayer gameplay experience. The service also taps into key emotive elements that are fundamental to gaming, like success, challenge and achievement.

BIZ: Do you have an idea of how PlayStation 3 and Wii will grow the gaming audience?

EDM: Sony and Nintendo have approached the next generation gaming market from very different vantage points and Active Gamers are looking to these platforms to deliver on different experiences. Active Gamers see the Wii as delivering innovative and creative experiences both with the hardware and software. While, conversely, for the PlayStation 3 it is all about the advanced technology and heightened gameplay.

BIZ: How do you see online connectivity impacting next-gen gaming, as all three consoles have the ability to digitally distribute content?

EDM: Video games have evolved into an activity that is no longer defined as a peripheral entertainment event. Rather, the convergence of media has blurred the gaming space with gaming experience that now encompasses elements of mass media. From the creation of social networks to the mainstreaming of virtual reality, not even the most casual media observer can ignore the infiltration of game culture into our larger media world. And, in many ways, next generation consoles will continue to deliver on these core consumer-centric elements of community, creativity and personalization.

BIZ: Can you talk about the active gamer today in terms of when people start playing and how many never stop?

EDM: Gaming is no longer confined to just the house or to one console. And as the industry has evolved over the past 10 years to provide a variety of ways for consumers to game, they have embraced elements like portability, casual gameplay and virtual environments -- essentially, gaming can now be a part of your life that grows with you.

BIZ: Can you talk about the influences games are having today with advertisers looking for the 18 to 34 year old male demo?

EDM: Another revolution in gaming that is occurring now is the nascent world of In-Game Advertising. Its potential to change the video gaming business both financially and creatively can not be overestimated. Understanding how to positively integrate a brand/product into a game and to measure its exposure and impact are all hurdles for the gaming industry in the near future. The future is bright though for in-game advertising as advertisers come to understand how they can take their message past the traditional TV spot or magazine ad and create fresh and immersive messages that will not only resonate with gamers, but will enhance their brands in the minds of the general consumer.

BIZ: How do you see the relationship between Hollywood and games working today and where do you see it headed with next generation consoles?

EDM: Hollywood marketers are experts in delivering the mass market on opening weekend, and this media event expertise provides the video game industry an excellent opportunity to piggyback on those media dollars to push the sell through of their own product through retail. The interactivity and social nature of the next-gen consoles also provide a unique platform for theatrical marketing of non-video game based films as well as means to identify new IP opportunities for theatrical production.

BIZ: Thanks for your time today, Emily.