Videogames will outsell music and video for the first time this year, according to new research.
Figures published by Verdict Research claim that there has been a huge shift in consumer attitudes which has seen video games become the country's most popular form of entertainment.
Predicted sales figures suggest that £4.64 billion will be spent on gaming this year, compared to £4.46 billion for music and video.
"The music and video market is not just suffering from a slowing of growth but a massive transfer of spend to online," said Malcolm Pinkerton of Verdict Research.
Figures from the Entertainment Retailers' Association (ERA) show that in 2007 sales of games software reached £1.7 billion, compared to £1.4 billion in music sales.
"There is no doubt that the games sector is having a fantastic year but these figures overstate that by including games hardware," added Steve Redmond of the ERA, rejecting Verdict's predictions.
"Our prediction is that games will overtake video by the end of this year but not music and video combined."