That’s right. Ad agency JWT has been conducting a survey called, er, Denizens of Digitivity (try saying that after a couple of naughty-lemonades), and has found that 44% of female respondents said they own a console, compared to 39% of males.

“The idea of gaming being just for the 18 to 34 male set is now out of date,” says JWT’s Ann Mack. What’s interesting is that the message hasn’t quite got across to the games industry, judging by the huge number of grey, boring military-themed games staring out whenever I flick through a games magazine.