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Approximately 30.8 million sports video games - at prices of $40 to $50 each - were sold in 2001, according to the NPD Group, a market research firm that tracks one of the world's fastest growing segments of the entertainment industry.

Last year, sports video games made up the largest genre of titles sold in the U.S. Today, the core demographic can be found at college fraternity houses and suburban bachelor pads, where men with disposable income, ages 18 to 28, allow game time to compete with bar time. Ten years ago, Walls' kids - Alexandra, now 11, and Wesley, 9 - were once thought of as the target audience for sports video games, but things have changed. They're like, 'What's wrong with you dad? What's wrong with you?' " I'm worried about playing on Monday, Tuesday and Wednesday, because my kids and the John Madden game. "You think I'm worried about playing on Sundays?" Walls said. Houston Texans quarterback David Carr has never played an NFL game, but his image has already been made for 'NFL Fever 2003.' The 36-year-old tight end for the Carolina Panthers not only had to face the scrutiny of the fans and media on Sundays throughout the team's 1-15 season, but Walls also got his fair share of ribbing at home. Wesley Walls is getting tired of having to perform in NFL games every day of the week. 'Keeping it real' important in sports video games : SPORTSBUSINESS - Rovell: Sports video game reality