Grand Theft Auto 4 will grab the headlines when the latest version of the classic and controversial shoot’ em up is launched in April.

Its predecessor Grand Theft Auto: San Andreas was selling at a rate of nearly 100,000 a day when it first hit the shelves in the UK in October 2004. However, it is far less glamorous titles, such as Nintendog and Brain Training, that are the key to understanding the purple patch in the video games industry.

The video games market is no longer the exclusive domain of teenage boys, but it is broadening out and the industry is reaching out to mums, dads and grandparents as well. While a more traditional title such as Call of Duty 3 involves Allied Second World War troops blasting their way through occupied France, those buying Nintendog will have nothing more stressful to do than feed, walk and name their virtual pet puppy.

Nintendo Brain Training is another that actually aims to give grey matter a workout through a series of quizzes and simple mathematical problems such as counting people in and out of a house. One year after its launch in Japan in 2005, more than five million copies had been sold.

Much of the credit for taking video gaming to the family has gone to Nintendo, particularly with the Wii, where gamers can use their joysticks or “paddles” as virtual tennis rackets. However, it’s a trend being reflected across the market. Sony and Microsoft are making big strides in their efforts to sell more games to women, such as karaoke games and dance mats.

Sony has also ensured that the PlayStation reaches a wider audience by equipping its games console with technology to read DVDs. This allows gamers to relax and watch films after zapping a few virtual zombies.

Retailers are convinced that although 40-year-olds may have left their first PlayStations from 1995 in the attic, they are not leaving the market and are snapping up the latest-generation consoles for themselves or their children.

David Thomas, Game’s deputy chief executive and group finance director, says: “Compared with two or three years ago, Nintendo is far more of a force than it was. But we see a market where manufacturers are continuing to produce hardware, with great quality software, and there’s an ever-expanding consumer base looking to buy these products.”

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