Video Game Drain

Marketers have come to see our kids as a huge target audience. Why? Studies have shown that the largest portion of a family's discretionary income (the money left over after having paid our "must-pay" bills) is being directed by kids - think $100 sneakers and jeans. A second reason is that if they lure the kids into their customer ranks now, they have many years of marketing to that loyal customer - potentially 50 years or more.

How does this translate into a success action step for you and your family. The answer is twofold.

First we need to educate our kids. When you are with them in front of the TV and the commercial comes on for that latest greatest toy, take the time to explain that behind that commercial are some pretty smart people who are doing anything - yes, sometimes even lying - to talk your kids out of their money.

Secondly, try this technique: I sat down with my son one day while he was alphabetizing his Nintendo games (he is his father's son). We did a quick count that came close to 100 games. I then walked him through the math:

• 100 games at an approximate cost of $50 each equals $5,000 spent
• What are they worth now? (His answer: Little or nothing - maybe $5-$10 each)
• 100 games at a current value of around $1,000
• He lost about $4,000 in about 4 years

I asked him what he thought it would be like to have invested $5,000 in Nintendo or some other company. If the company's ROI (Return on Investment) was an average of 10% (a very reasonable historical average for this kind of company), he would have earned over $2,300 in that four years. Don't underestimate your child's ability to follow this. It will start some great conversations for the next few days. Even your kids will get that buying all those games was a waste.

I am not saying your child should never buy a video game. But maybe cutting the purchases in half and investing the rest could be a great decision for the whole family.