here now on skype out of los angeles is david leonard, an associate professor who researchers video games and popular culture. a video game arts and culture company. and hosts of the program game show co-founder of the company dozen eyes. but declined we will get into that, thank you for being here. help us set the stage for anyone who is not emerged in this type of gaming, how big is the industry? how fast is it growing? >> sure, well, at this point the video game industry really reflects the culture at large. it is $100 billion industry, you start to see a lot of diversity in terms of the types of people that are playing. the largest segment is women in their 20's and 30's. larger than teenager boys so we are seeing a lot of the same demographic shifts. >> $100 billion that's got to rival hollywood, doesn't it? yeah, absolutely. the thing is games is revenue is split up, there's stuff that is sold at retail. mobile devices if there's something you can plug it in, you can probably play a game on it. how interconnected is video gaming and is entertainment industry. >> very connected. the