To all the video game companies focusing their marketing efforts on teenage boys, think again.

A recent study on video and buying behavior revealed that not only is the average game player 35 years old, 40 percent are female.

In fact, adult women now represent the largest gaming demographic at 33 percent of the market, nearly doubling boys 17 years of age and younger. Perhaps most noteworthy, adults are present during 98 percent of video game purchases, making their combination of buying and veto power undeniable.

These findings are a clear indicator that video game playing has emerged as a mainstream part of our society crossing all preconceived age and gender barriers. Kids playing Pong back when Atari first hit the scene in 1972 have grown up, diversified, and are no longer relying on their allowance to buy their next game.

Although this may not be good news for Parker Brothers, manufacturers of other niche products should look to the video game industry as a blueprint for success. Video games are proof that by building a loyal user base and consistently improving and diversifying offerings, originally niche products can become within one generation.