Remember when people grew out of playing video games? Well, those days are pretty much over.

The gaming trade has matured from those ancient looming arcade machines hoping to suck the quarters from little kids to a $10-billion-plus industry—even outpacing Hollywood, which posted domestic box office figures of $9.49 billion last year, according to the Motion Picture Association of America.

The gaming industry—which includes computer games as well as those that use dedicated hardware—has matured because its clientele has matured. These days, the industry is after adults, a much more advantageous position than putting their hopes in the ability of 12-year-olds to successfully beg their moms to buy them the games they want.

The gaming trade has matured from those ancient looming arcade machines hoping to suck the quarters from little kids to a $10-billion-plus industry.

Most people are aware of such a shift. But plenty of myths about the gaming culture persist—myths that a recent study by the Entertainment Software Association (ESA) have exploded. The numbers shed light on both the present and the future of a rapidly evolving industry.

One of the most prevalent myths is that most gamers are teenage boys living in their parents’ basement. Most people will admit that there are older people playing games now, but they believe kids still dominate the market.

But according to the ESA, the average age of the gamer—be it computer or console—is 33 years! Part of the reason gamers are so much older is many never stopped playing. The average adult gamer, also according to the study, has been playing for 12 years.

And why should they stop playing? The gaming industry has seen the demand and met it squarely. Some of the most advanced technology is being poured into the console gaming market, producing gaming platforms that, despite having price tags reaching hundreds of dollars, are being gobbled up by the millions.

It’s not just consoles and computers. Games are becoming more portable with the inception of platforms like the PSP, a device which can fit in your pocket yet still boast high-quality graphics. Increasingly sophisticated games are showing up on cell phones as well.

Another pervasive myth is that gaming is an exclusively male activity. In the past, this might have been the case, but not anymore. According to the ESA study, women make up 38 percent of the gaming market. Another interesting fact from the study: “Women age 18 or older represent a significantly greater portion of the game-playing population (30%) than boys age 17 or younger (23%)”

A third myth about gaming is its reputation as an anti-social activity. Part of the gaming industry’s success comes from its focus on social activity as a driving force in video games. In the past, games were a one-player affair. But today, any game that lacks multiplayer ability often suffers on the market. Last year, 44 percent of the most frequent game-players say they play online, up from 31 percent in 2002.

And why should they stop playing? The gaming industry has seen the demand and met it squarely.

Take, for example, the World of Warcraft phenomenon. World of Warcraft is known as an “MMORPG,” or massively multiplayer online role playing game. The game involves a world where players choose characters and wander around that world, completing quests and interacting with other people’s characters. Many of the quests require that players create a large enough team to take on the task. The game currently boasts 7 million subscribers and growing.

Studies have been done on MMORPGs like World of Warcraft with interesting results. A 2005 study by a Stanford University student – part of an ongoing projecting examining MMORPGs in detail – shows that friends like to play together, and even spouses are getting in on the act. He finds that 60 percent of female gamers and 16 percent of male gamers regularly play with a romantic partner.

He quotes one of his respondents, a 44-year-old woman, on his website: “I regularly play online games with my husband. I find that playing with someone nearby (in voice range) is a great asset for online gaming. Knowing my husbands play style and him knowing mine, makes all the difference in our game enjoyment. We know what to expect from each other and rely on those things. Being able to play together keeps our relationship strong and playful, both in game and in real life. We always have something to talk about...the day to day RL (real life) grind and that ugly monster we had to deal with in game.”

Finally, there’s the myth that gaming promotes a sedentary lifestyle. People who play games aren’t playing sports or getting exercise, or so the perception goes. But the ESA study suggests the opposite: “Gamers devote more than triple the amount of time spent playing games each week to exercising or playing sports, volunteering in the community, religious activities, creative endeavors, cultural activities, and reading” – specifically 23.4 hours spent on those activities per week on average, compared to 6.8 hours of gaming.

Finding it hard to imagine Grandpa glued to an Xbox in 30 years? Better get used to the idea.

The gaming industry has even been finding interesting ways of getting players off the couch, even if that’s not the primary motivation. Nintendo’s Wii console system revolutionized how games are played by trading in the typical gaming controller for a “wand.” Using this wand, players can swing a golf club, throw a punch or pass a football with a motion of the arm. People have even claimed to lose weight playing the Wii, and videos are popping up on YouTube, such as this one, showing how it can become an addictive family activity.

What does this tell us about the future of the gaming industry? Well, for one thing, gamers are no longer likely to simply “grow out” of their games. Perhaps the most telling stat in ESA’s study is this one: “Fifty-three percent of game players expect to be playing as much or more ten years from now than they do today.”

Finding it hard to imagine Grandpa glued to an Xbox in 30 years? Better get used to the idea.