Videogame Theory - it's an academic question

Ludology.org - Videogame Theory
According to the Entertainment Software Association, 50 percent of Americans over the age of six play computer games, and the industry had $11.4 billion in sales in 2003, more than the film industry. Last year, 63 percent of U.S. parents said they planned to buy a video game.

So why shouldn't it merit serious academic attention?

Academics turn to video games