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Dedicated gamers are aware of how big the industry has become, and it is about to become bigger. David Cole of DFC Intelligence has estimated a fourty-four percent revenue increase in the next three years no matter which next generation console dominates the market. He estimates the industry sales will go from the current $18 billion to an astounding $26 billion in software alone. The entire industry (hardware, software, and peripherals) is estimated by PricewaterhouseCoopers to leap from $25.4 billion to $54.6 billion by 2009.